VO launches MADE to nurture Kuwait’s food industry and culinary creativity

Press Release.

MADE, an incubation ecosystem that aims to develop and promote the food industry in Kuwait, was launched on Friday by VO, Kuwait’s integrated youth platform for incubating young talents. The sub-brand was launched in a two days food festival bringing together more than 50 Kuwaiti dining brands and concepts to exhibit their products in open kitchen competitions, tasting experiences, and live cooking shows at Kuwait Motor Town, located in Ali Sabah Al Salem.

Considered to be the first business incubator for dining concepts and culinary creativity, MADE was created for local retailers, food trucks, farmers, food entrepreneurs, dining concepts and restaurants to strengthen their market position in Kuwait’s food industry and export their concepts, products, and brands to the region. The sub-brand was awarded the name MADE, as made by Kuwait with love, to boost local production and highlight Kuwait’s culinary concepts and culture worldwide.

“Culinary tourism is increasing worldwide and this is a great industry for Kuwait to capitalize on given our rich market of dining concepts and diverse culinary experiences. To diversify Kuwait’s economy, we must start investing in sectors that are internationally growing such as culinary tourism, entertainment, media, sports, and innovation,” stated Riham Al Ayyar, CEO of VO Kuwait.

A report was recently published by Berkshire Hathaway Company on the international industry of culinary tourism showing that the market reached a value of US$ 696.5 Billion in 2021 and researchers expect the market to reach US$ 1,796.5 Billion by 2027, exhibiting a compound annual growth rate (CAGR) of 17.4% during 2022-2027.

“The culinary market in Kuwait is huge and filled with young talents that can take this industry to the next level. VO founded MADE as a sub-brand to support aspiring chefs and amateur culinary concepts and businesses to develop and integrate markets beyond Kuwait. Food tourism can contribute to Kuwait’s economic diversification, and we are therefore strategically investing in this field by providing an ecosystem that promotes transparency, creativity, and healthy competitions for our young talents to grow in the international food market,” added Ms. Al Ayaar.

Founded in July 2020, as a result of a fruitful collaboration between Sheikha Ohoud Al Sabah and Riham Al Ayyar aiming to empower local talents and position them in the global market, VO provides Kuwaiti youth with innovative avenues for developing and exhibiting their talents to the international community. The platform launched its all-inclusive studio and seamless, high-tech and efficient mobile application in 2021.

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