UAE-headquartered Truebell, a leading GCC importer of fast-moving consumer goods (FMCG), has launched two initiatives to provide food donations to both healthcare workers battling the COVID-19 pandemic on the frontline, and vulnerable residents from local communities in Dubai.
The retail and food services division of the company, in partnership with Yakult – a Japanese probiotic fermented milk brand – has been donating more than 100 probiotic drinks per week to doctors and nurses working in the emergency department at Dubai’s Rashid Hospital.
Bhushant J. Gandhi, Divisional Manager, Retail & Food Service, Truebell, said: “COVID-19 has impacted people more than we could have ever imagined, it is, therefore, vital that we all pull together during this difficult period. In April, we decided to start providing packages to Rashid Hospital.
“Working on the frontline day in, day out, it is essential that healthcare workers continue to look after their health as well as that of their patients. During these challenging times, immunity is at the forefront of our dietary considerations especially those working in the frontlines and through this initiative, we hope to be able to contribute in some way by giving them probiotic drinks that will help boost their immune systems and keep them healthy.
Extending its reach, Truebell has been donating a large number of croissants and bread loaves every week to help assist the UAE’s Tarahum Charity Foundation in their mission to support the country’s most vulnerable by providing regular meals.
To date, Truebell has donated over 10,000 bread loaves and croissants, all of which are freshly baked and delivered to various local communities across the UAE including Deira, Dubai Industrial Park, Sharjah, and various Dubai-based labour camps.
“We hope our daily donations of freshly baked products can contribute to helping provide meals for the most vulnerable during this challenging period,” said Gandhi.
“Over the next few weeks and months, we will continue to provide these regular donations as well looking at additional ways we can support the community. It is important that everyone plays their part to help cushion the impact of the health, economic and financial consequences arising from the COVID-19 outbreak,” he added.
Truebell has grown exponentially since it was established in 1984. To date it has a portfolio of over 10,000 products, underscoring its position as a leading importer, wholesaler, distributor, and exporter in the GCC.