LuLu launches Discover America Festival
October 26 2019 10:02 PM
William Grant, Mohamed Althaf and other dignitaries and guests at the inauguration of Discover Ameri
William Grant, Mohamed Althaf and other dignitaries and guests at the inauguration of Discover America Festival. Supplied picture

LuLu Hypermarket Qatar has unveiled Discover America Festival, a week-long showcase of high-quality food products from the United States.
The festival was inaugurated by William Grant, chargé d'affaires of the US embassy in Qatar, at LuLu Hypermarket, Al Messila branch, on October 24.
The inaugural ceremony was also attended by distinguished guests from the US Commercial Service, American Chamber of Commerce, USDA Office of Agricultural Affairs, American Women’s Association and American School, senior officials, including Mohamed Althaf, director of LuLu Group, and many other dignitaries from various American organisations operating in Qatar.

Dignitaries taking a tour of the festival. PICTURE: Noushad Thekkayil

Efforts have been made to showcase and promote the best agricultural produce and food products of America at all LuLu outlets during the ongoing Discover America Week in the region and worldwide. "All that is truly extraordinary within American cuisine is present on the shelves, with over 100 varieties of American cheese from leading US brands such as Shullsburg, Lifetime, Hoffman and Kraft, 3,000 grocery lines, 750 chilled lines, including the Chobani, Starbucks Coffee, Califia Farms, Silk and Nestle ranges, and 200 lines in frozen, bakery and US meat. It is a vast array of over 5,000 product lines of US goods," LuLu said in a press statement.
Compared to last year, LuLu’s trade with America has "touched new heights" this year with the addition of new lines such as Just Water. The launch of Just Water from the Glens Falls watershed with fully sustainable, 100% recyclable packaging, was held during the inaugural ceremony of the festival.
The promotion will also feature popular US brands such as Bragg, Ragu, Jiff, Gerber, General Mills, Kellogg's, Nestle, Oreo, Herrs, Cheetos, My-Mo, McCain, Jell-O, Bertolli, Folgers, Smucker's, Quaker, Gatorade, Hershey's, Dole, Heinz, Celeste, Ben & Jerry’s, Eggo, Essential Everyday, Rothbury Farms and more. Other world-class brands of US origin in Health & Beauty and non-food categories are also seen on the shelves.
Most importantly, LuLu has laid emphasis on showcasing the "biggest range" of ‘Free From Worry' food products such as organic, gluten-free, lactose-free, dairy-free, vegan and many other healthy options, which have been specially flown in from the US. The promotion is available across all LuLu stores.
The festival has been made "further attractive" with in-store promotions, sampling, live demonstrations by renowned American chef Grant from the STK Steakhouse Marriott Marquis, communication campaigns via social networks and the media and through booklets, and specific procurement activities to increase the range of US products offered in LuLu hypermarkets, the statement points out.
The renowned American motorcycle, Indian, is also displayed in store as part of the festival to create a typical ambiance of American heritage.
LuLu Hypermarket is hosting the festival since 2015 and "has been very successful with the overwhelming response received from customers".
"LuLu Hypermarket treasures long-standing business relations with the US for more than a decade and, by organising the festival, LuLu aims to further promote US produce and food products through their stores in the region. The group has invested heavily in the US with a 75,000sqf state-of-the-art export distribution centre in New Jersey, which is working closely with the local supply chains to offer the best ranges possible for the ever-demanding multi-national customers in the region," the statement adds.
Besides the export distribution centre in the US, LuLu Group has set up over many years a "comprehensive and well-established" international network of sourcing offices and export distribution centres in 24 countries across the world. These export distribution centres regularly cater to the requirements of all LuLu outlets.

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