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Gama spoke to Valeria Krynetskaya, Head of Plant-Based Venture THRYVE at IFFCO Group.
What are the drivers behind consumers’ dietary choices in the Middle East?
“At the moment, consumers are mostly looking to evolve their diet towards lower salt, lower sugar and free from to reduce their weight. An important factor in these choices in the GCC is the doctor or nutritionist who advises them what kind of diet to follow in order to improve their health and reduce the risk of lifestyle-related diseases.
Unfortunately plant-based is not yet in the top tier of the diets that they’re choosing because there has been no education or leadership. With our THRYVE venture we are taking it on ourselves to educate our consumers about the health benefits.”
Read the full interview in the next issue of Gama News.
