Al Aroud Group Extends ‘Eat & Feed' Initiative To The Aviation Sector

Dubai, December 19, 2013: Launched in August 2013, the Eat & Feed initiative has garnered tremendous support from the hospitality industry. Now, Al Aroud Group has extended the reach of the Eat & Feed initiative to the skies, literally, by projecting its non-profit endeavor to the aviation sector. Eat & Feed is a non-profit initiative designed by Dynamic Hospitality, the F&B investment arm of the Al Aroud Group in partnership with the United Nations' World Food Programme (WFP).

Continuing its long-standing relationship with providing humanitarian support and alleviating global hunger, the Al Aroud Group launched the Eat & Feed initiative, following which it was implemented at leading F&B brands. To realize the full potential of the initiative, however, Al Aroud Group identified the involvement of the aviation sector as a crucial factor. Aviation plays an indispensable role in global humanitarian activities by facilitating timely, rapid transportation to the affected areas around the world.

Eat & Feed follows a simplistic charitable module channelized via the Al Aroud Group's F&B brands under the Dynamic Hospitality banner, such as Bennigan's, La Postreria, and Earthfruits Yogurt. The defining step in this module is a swift, high-volume transportation solution, a responsibility that will now be translated to highly-efficient activity by Al Aroud Group's aviation arm, Rus Aviation.

Recently, Al Aroud Group presented this noble initiative at the Dubai Airshow 2013, where it showcased the structure and positive effects of the concept, the strong influence of the aviation sector in the cause, and also encouraged other F&B chains in the UAE to participate as an example of their own corporate social responsibility.

Extremely pleased to announce the extension of the Eat & Feed initiative to the aviation industry, Mr Saleh Al Aroud, Chairman, Al Aroud Group said: ‘The Al Aroud Group has grown tremendously over the last decade and has witnessed immense success in the region. However, I believe the key factor responsible for this success is not simply our competitiveness but the strong sense of social responsibility we follow and inspire. We believe the aviation sector plays a dynamic role in completing the Eat & Feed initiative. Our recent presence at the Dubai Airshow 2013 served as a truly supportive platform, which helped us elevate the cause of the Eat & Feed initiative and the efforts of the World Food Programme. The excellent response we received at the show is certain to bring about a vast improvement in the overall quality of life on a global level.'

The Al Aroud Group was represented at the Dubai Airshow 2013 by Rus Aviation, the company's aviation solutions firm. Established in 1999, Rus Aviation has over a decade of aviation solutions experience and expertise. With its participation in the Middle East's leading aerospace event, it aims to showcase its widespread services and expand its base in the region.

Al Aroud Group has supported a number of initiatives by the WFP including the School Meals Programme, and the Purchase for Project scheme. Most recently, Al Aroud Group donated USD 100,000 to aid the Philippines' citizens who lost their homes during the Typhoon Haiyan that struck the country recently.