Food & Beverage Industry Leader
With decades in the Middle East, Prima Classe has grown from a boutique operator into a trusted partner for chefs, hoteliers, cafés, modern trade, and leading e-commerce platforms. We work both ends of the spectrum: curating niche, premium products for luxury hospitality while building value-led, scalable assortments for retail and grocery chains. Our vantage point is practical, not theoretical—earned in kitchens, warehouses, boardrooms, and at trade floors like Gulfood, where we stay close to the next wave of trends.
What sets us apart is our ability to think like both seller and buyer. We translate brand stories into buyer logic, align economics with route-to-market reality, and turn good products into repeatable listings. That’s how we’ve been able to move from market advice to measurable outcomes across the region.
F&B Industry Leadership
Connecting Producers with the Gulf’s Food Ecosystem
Food has always been one of the sectors closest to the work of Prima Classe. Over the years, I have had the opportunity to collaborate with chefs, hospitality groups, specialty retailers and modern grocery chains across the region, gaining a deep understanding of how the Gulf’s food ecosystem truly operates.
This experience allows us to approach projects from a dual perspective — understanding the ambitions of producers while interpreting the commercial logic of buyers.
In practice, this means helping brands translate their product quality, heritage and identity into a positioning that works within the demanding retail and hospitality environments of the region.
From niche ingredients for luxury hospitality to structured assortments for modern retail, Prima Classe supports companies in placing their products within the right commercial context and the right channels.
By combining strategic advisory, trading coordination and operational execution, we act as a bridge between European producers and the evolving food culture of the Middle East.
Selected Milestones
Building the Food Division for BFL From category architecture and supplier onboarding to compliance, pricing corridors and first purchase orders, we supported the transformation of a strategic concept into an operational food division.
Retail Activation Programs
Development of “Food Weeks” initiatives with regional retailers including Choithrams and Almaya, coordinating negotiations, planograms, in-store activations, tastings and digital promotion to generate visibility and rotation.
Regional Business Development
Strategic mandate for LG FMCG supporting channel strategy, key-account access and partner enablement across the GCC.
Through this combination of market intelligence, regulatory fluency and long-standing industry relationships, Prima Classe helps guide new entrants and support established brands navigating the region’s dynamic food market.
Because in the Gulf, lasting success in food is rarely built on product alone — it is built on placement, credibility and the right commercial ecosystem.