What Freshety is
Freshety is a UAE online platform for fresh food. We bring products from trusted food brands together in one well-organised store, with clear information that helps customers decide before they buy.
We are starting with fresh and chilled chicken, and the platform is built to hold additional fresh-food categories over time.
Who we serve
We work for people who buy fresh food for their home regularly: families planning the week's meals, individuals cooking for themselves who want sensible quantities, and anyone who would rather order online than make a trip to the store.
All of them share one need — knowing exactly what they are buying.
The problem we set out to solve
Buying fresh food online raises a simple but persistent question: what will actually arrive? Many food product pages offer little more than a short name and a price, without making the cut, the pack option or the storage requirement clear.
That is the specific gap we set out to close. Every Freshety product page explains what the item is, which pack options exist, and how to keep it once it arrives. The aim is for the information to be complete before you add to your basket, not after the order turns up.
A platform, not a producer
It matters that we are clear about our role. Freshety is an online retail platform listing products from trusted food brands. We are not the manufacturer of those products, and our responsibility to you is to represent them accurately, describe them honestly, and make them straightforward to order.
This is not a technicality. It defines what we answer for and what belongs to the producer, and it keeps the relationship with our customers based on clarity rather than impression.
Al Balad — our phase one brand
Al Balad is the fresh chicken brand currently available through Freshety. Al Balad products are halal and slaughtered according to the Islamic shariah, with no hormones added, antibiotic free, and raised on a 100% vegetable diet. They are sold fresh and chilled, and packed in a modified atmosphere.
We chose to begin with one category and one brand rather than spreading quickly across many. A focused start lets us get the product information and the page experience right before we widen the range.
You can see the Al Balad range currently listed through Freshety.
Our commitment to clear information
We work to one rule: we do not write anything about a product that we cannot stand behind. We do not claim properties we cannot support, and we avoid marketing language that implies something untrue.
Occasionally that makes our pages less dazzling than others. We consider it a fair trade. A customer who knows what they are buying comes back; a customer who feels they received something other than what was described does not.
Freshness and quality
Fresh and chilled products depend on how they are kept. Storage guidance is therefore stated plainly on every product page, and we recommend following it from the moment your order arrives. Fresh chicken should be kept chilled at 0°C to +5°C until you are ready to cook.
We also set out pack options on the product page, because the weight of fresh produce naturally varies from piece to piece.
Browse fresh and chilled chicken to see how this works out on the product pages themselves.
How we plan to grow
Freshety is a fresh-food platform and chicken is the starting point. We intend to add further fresh-food categories gradually, under a single rule: a category does not go live until its products are genuinely ready to order.
Measured expansion is slower, but it protects the customer experience from promises left hanging.
You can visit the shop to see what is available to order today.
How we work with customers
Three principles guide how we handle customer contact: answer clearly rather than in generalities, acknowledge a mistake when one happens instead of moving people between pages, and keep our policies published and readable rather than buried in fine print.
Our privacy, payment, and returns and refunds policies are available in full from the site footer.
For any question or comment, contact the Freshety team and we will follow it up.
What you will find on a product page
A product page here is not a price tag. It carries the item name as it is, a description explaining the cut and the cooking methods it suits, the pack options available, and how to store it once it arrives.
And where a piece of information has not been approved — an ingredient declaration or a nutrition value, for instance — we leave it blank rather than filling it with an estimate. On a food product, an honest gap is better than an unverified number.
That commitment leaves some of our pages less detailed than we would like at this stage, but it means everything written on them can be relied upon.
Legal entity
Freshety is a trading brand operating under I A T TRADING L.L.C, the legal entity responsible for commercial transactions and invoicing. Company details appear on our legal pages and official documents where required.