The new product line of the finest, all-natural strawberry preserves includes four delicious varieties crafted with Pure Harvest’s greenhouse-grown fresh strawberries, free from artificial preservatives and additives.

DUBAI, UAE, [April 23, 2025] - Pure Harvest Smart Farms (Pure Harvest), the region's leading sustainable agribusiness, is proud to announce the launch of its first ever selection of high-quality Strawberry Preserves, offering new-to-market flavors inspired by the region's diverse culinary heritage. Available in four delicious variants, the artisan preserves will be available at Union Coop outlets and exclusively for home delivery on Careem throughout April, before expanding to other retailers.

Crafted with Pure Harvest's award-winning, hand-picked strawberries, these preserves boast only the finest, premium ingredients - free from artificial preservatives and additives - for a taste that's authentic and unparalleled. Each jar is filled with 63% fresh strawberries, significantly more than typical market offerings that often rely on frozen fruit, delivering unmatched flavor and freshness.

In addition to the Classic Strawberry flavor, the preserves introduce three new-to-market variants that celebrate local and authentic flavours that are significant to the region:

• Date Strawberry - A delightful fusion of strawberry's vibrant flavour and the natural sweetness of premium dates, the UAE's national fruit.
• Vanilla Strawberry - A sophisticated twist that blends fresh vanilla beans' comforting aroma, with strawberry's vibrant taste.
• Rose Strawberry - A delicate fusion of floral and fruity notes inspired by Middle Eastern traditions.

Pure Harvest is proud to collaborate with Chef Lukas Fedorcak and Chef Willy Trist of Under One Roof Bakery, two artisan bakers who possess over two decades of culinary experience spanning Europe, Asia, and the Middle East. Bringing the same precision and passion he's known for in baking to the world of fashioning novel preserves, Chef Lukas played an integral role in developing recipes that are as inspired as they are flavorful. From selecting the finest ingredients to perfecting the balance of taste and texture, Chef Lukas' deep culinary insight helped to transform simple preserves into something truly special. When asked about the motivation behind this unique collaboration, Chef Lukas shared, "It's a small way to be part of something bigger, building a more sustainable food system and a better tomorrow".

Pure Harvest's Strawberry Preserves also proudly go beyond taste by challenging areas of food waste within the fresh produce sector. By using perfectly imperfect strawberries, they transform surplus fruit into something extraordinary. Like the brand's recently launched selection of Tomato-based sauces, these strawberry-based preserves support the fight against unnecessary food waste in the supply chain, while bringing preserves that are as kind to the planet as they are to the palate.

Sky Kurtz, Founder and CEO of Pure Harvest, added, "As a mission-driven brand, we're always looking for new ways to deepen our connection with consumers and to extend the Pure Harvest promise into everyday life. Our new line of strawberry preserves represent a natural evolution—transforming our premium, locally grown fresh produce into high-quality, ready-to-enjoy products that fit seamlessly into modern lifestyles.

We had the pleasure of working with Chef Lukas Fedorcak, a master of his craft, who brought both heart and precision to this collaboration. Together, we created preserves that reflect our shared values: quality, sustainability, and honest, ingredient-led flavour. This new range echoes our ongoing commitment to reduce food waste by using visually imperfect fruit that still meets our supreme quality standards for taste and nutrition. It's a win-win-win for consumers, for the planet, and for our mission to deliver better food through smarter, more sustainable decisions."

The new range is now available in Union Coop and on Careem with retail prices ranging from AED 17.75 - AED 21.25.


About Pure Harvest Smart Farms
Pure Harvest Smart Farms is a mission-driven technology-enabled agribusiness headquartered in the United Arab Emirates, focused on year-round, sustainable production of premium-quality fresh fruits & vegetables. As innovators of the Middle East's first commercial-scale, semi-automated high-tech hybrid growing systems, Pure Harvest leverages innovative growing technologies & horticultural best practices to enable local-for-local production of affordable, sustainably grown, clean fresh produce anywhere. Pure Harvest is pioneering controlled-environment agriculture (CEA) in the MEASA region, harnessing technology to tackle some of the region's biggest problems, including food system resilience, water conservation, economic diversification, and sustainability necessities.

About Union Coop
Union Coop is considered one of the retail pioneers and the largest consumer cooperative in the UAE region with its 27 branches and owns eight shopping centers. The cooperative also launched a chain of stores under the name ‘Coop', which represents a new concept of shopping as it includes 4 outlets in addition to one branch of the Mini Coop chain. Moreover, Union Coop is also the first consumer cooperative in the Middle East that incorporates ‘smart shopping' in several of its branches, in addition to Consumer Happiness services.

About Careem
Careem is a leading ride-hailing and delivery app operating across the Middle East, North Africa, and South Asia. Acquired by Uber in 2020, it offers a range of services, including transportation, food and grocery delivery, and digital payments. With a focus on convenience and innovation, Careem has become a key player in regional mobility, simplifying daily commutes and enhancing on-demand services for millions of users.