LuLu Retail signed a memorandum of understanding (MoU) with Driscoll's, a leading supplier of red fruits, to formalize a strategic marketing and promotion partnership throughout the Gulf Cooperation Council (GCC) region. According to both companies, the agreement aims to boost sales growth and increase the visibility of the soft fruit category—including the blueberry— and offer premium consumer experiences to LuLu shoppers year-round.

The MoU was formalized at a signing ceremony held last week at the retailer's regional office in Al Qusais, Dubai, where LuLu's Group Director of Global Operations, Salim MA, welcomed a delegation of Driscoll's which included Wayard Stomp, CEO of Driscoll's EMEAThe alliance consolidates the work that both organizations had already been developing to promote the sale of berries fresh produce in retail.

At the end of last year, LuLu and Driscoll's launched a joint campaign in LuLu Hypermarkets called Berrylicious FestivalThe initiative sought to strengthen the category's presence in the store, combining consumer experiences with promotional actions aimed at boosting sales.

According to the companies, the joint effort aims to promote healthier food options and position red fruits as an attractive food to consume year-round, with an emphasis on quality, brand, and shopping experience.

With this MoU, both parties open the door to closer collaboration in marketing and promotion, with the aim of improving the category's visibility and sustaining the commercial growth of soft fruits—including the blueberry— in the GCC markets.