Khalifa Fund for Enterprise Development has signed a memorandum of understanding with 'Kita', the international on-demand delivery platform supported by technology company 'Mituwan', aimed at empowering Emirati entrepreneurs in the food and beverage sector in Abu Dhabi and accelerating their integration into the digital economy. This will be achieved by enhancing their presence in modern sales channels and providing a comprehensive support system to expand their customer base. The Fund stated that this collaboration is part of its qualitative support program for its members, designed to strengthen their market position and expand their reach to a broader customer base. The memorandum includes flexible commercial cooperation frameworks and initiatives that contribute to growth, financial sustainability, and expansion opportunities. The MoU, signed in the presence of the Fund's CEO, Moza Obaid Al Nasri, also includes the implementation of specialized development programs aimed at enhancing the operational and commercial readiness of projects and boosting their competitiveness. It also encompasses initiatives to support local businesses focused on providing entrepreneurs with practical tools and knowledge that help establish the foundations of sustainability and improve service quality. The Fund's member establishments will be featured within the app, reflecting their national identity and enhancing consumer trust. Khalifa Saeed Al Kuwari, Director of the Entrepreneurship Sector at the Fund, said: 'The partnership with Kita represents a significant step in our ongoing efforts to empower Emirati entrepreneurs and strengthen the capabilities of startups and small and medium enterprises in the food and beverage sector by providing advanced digital solutions.' He added: 'We are committed to ensuring that every promising idea finds its way to the market, and that every Emirati entrepreneur has the necessary tools and capabilities to turn their ambitions into a competitive project, as digital transformation has become essential for any project seeking sustainable growth.' He emphasized that 'the Fund places special emphasis on the city of Al Ain, considering it a vital hub for innovation and entrepreneurship, where the Fund is developing the capabilities of local businesses, connecting them with regional and international opportunities, and enabling them to access wider markets, thereby enhancing their contribution to Abu Dhabi's diversified and sustainable economy.' In turn, Lucas Exxie, General Manager of Kita in the UAE, said: 'The partnership with Khalifa Fund for Enterprise Development reflects our commitment to supporting the entrepreneurship ecosystem in the UAE. Through this collaboration, we aim to provide a supportive environment that helps entrepreneurs expand their business with confidence and build sustainable enterprises that align with local market demands.'
