Choithrams joins hands to create a tasty 'Year of Tolerance' this Ramadan

'Recipes of Tolerance' amongst the major activities to be carried out during the month of giving

  

Choithrams has announced its Ramadan charitable initiative in partnership with Dubai Cares for the fourth consecutive year.

Seeking inspiration from the UAE President, His Highness Sheikh Khalifa bin Zayed Al Nahyan, who declared 2019 as the ‘Year of Tolerance’, Choithrams has announced its campaign theme titled, ‘Recipes of Tolerance’ – a Ramadan exclusive initiative which aims to highlight through tasty food the values of tolerance, coexistence and peace.

For this unique initiative, Choithrams has benefited from the expertise of Chef Arthur the UN World Food Program ambassador as well as other CFI chefs to create five gourmet recipes. The delicious aromatic dishes are based on Emirati ingredients accented with handpicked delicacies from across the globe. The final outcome is a symphony of flavours that reflects the essence of togetherness that underlies Choithrams’ ideology to spread love through food.

The recipes will be made available for sampling and purchase through Choithrams’ extensive network of stores in the UAE.

Speaking about the first-of-its-kind Ramadan campaign, Mr. LT Pagarani, Chairman, Choithrams said; “We have always supported various initiatives extended by His Highness Sheikh Khalifa Bin Zayed Al Nahyan. So, when he announced 2019 to be the ‘Year of Tolerance’, we thought of supplementing it in our own unique way. If there’s one thing that people across nationalities bond over, it has got to be food. It’s the best way to put behind negativities and strike the brethren cord over lip-smacking platters. This is also in line with Ramadan’s core objective of bringing everyone together over food. We also look forward to furthering our commitment to Dubai Cares through this campaign.”

“It’s always a pleasure to learn about the new and innovative campaigns the team and Choithrams come up with every Ramadan. They never cease to amaze us with their creativity and their keen and genuine interest in supporting not only Dubai Cares, but also the UAE’s leadership with their admirable and noble initiatives. We have been partners for a long time, and we are happy to continue to work together to bring education to the most underprivileged children and youth in every corner of the world,” said His Excellency Tariq Al Gurg, Chief Executive Officer, Dubai Cares.

Popular brands such as Rainbow, Kimball, Quaker, Taj Mahal, Heartlight, Mothers Recipe, Capilano, Nestle & Maggi have joined hands with Choithrams to support this campaign. A percentage of the proceeds from the sale of select items across the partner brands will also go towards supporting Dubai Cares. Choithrams is also offering an opportunity for UAE residents to participate in this noble initiative by announcing an “Iftar Beverage” that will be held on May 5, 2019. Interested participants will be asked to create an innovative beverage that is in line with the “Recipes of Tolerance” theme. Participants will be invited to submit their drinks at select Choithrams outlet on May 5, 2019. The final winner will be selected at an exclusive Iftaar party hosted by Choithrams. The contest will be judged by Choithrams in-house chefs and nutritionist who will judge the drinks based on creativity, health benefits and the use of the campaign theme.

Continuing the tradition of ‘Giving with Dubai Cares’ for over a decade now, Choithrams was awarded a Certificate of Appreciation by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai in 2017.

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About Choithrams
It was over three decades ago that the first Choithram Supermarket and Department Store was established in the UAE. Since then, many Choithrams have come up in convenient locations across the seven Emirates. With its unbeatably high standard of quality and service, Choithrams has become a name synonymous with excellence in the region today.

True to its mission of absolute customer satisfaction, Choithrams provide the freshest fruit and vegetables and quality meats. The variety of wholesome seeded breads, light creamy cakes and croissants are baked in store every day. And the readymade chilled and hot meals are a great relief to a growing number of customers who are always on the go.

The efficiency of the chain was recognized when Choithrams was awarded the first ever "Grocer of the year" RetailME award in 2005, for overall excellence in the field of food retailing. It was a true testament to the competence of Choithrams in successfully catering to the needs of a diverse population.

For Media enquiries, please contact:
Krishika Mahesh: krishika@matrixdubai.com 
Ambika Jadeja: ambika@matrixdubai.com 

© Press Release 2019

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