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‘Healthier on a Whole New Scale’

A Balanced Lifestyle

Midway Middle East is Dubai based company dealing with Organic, Gluten Free, Non GMO, Vegan, Raw, Probiotic and many other free-from foods and beverages. We caught up with the Founder and Managing Director Katarina Gjosheva Cheshlarov and Business Development Director Dushko Chifliganec to find out more about the firm and the vast array of products it offers. Under its umbrella, Midway Middle East have more than 25 very well established brands from the United States and Europe with whom they work on exclusivity bases for the MENA region. All brands present in Midway’s portfolio are very carefully selected, and are absolute top performers in their domestic markets. Dushko discusses the firm’s brands and how it works to ensure that it only works with the very best in order to offer clients top quality products. “Here at Midway Middle East we offer only the very best products from across the food and beverage market. Among our US partners are: LUKE’S Organic, Lakewood Organic, G.H Cretors, Hi I’m Skinny, Baked in Brooklyn, Raw Revolution, Organic Valley, Karmalize.Me, Crunchies and ‘If You Care. Some of our European partners are: Biotta, Sarchio, Bioitalia, Rawlicious, Dragon Superfoods, Bett’r, Roo’Bar, Kookie Cat, GAEA, Googly Fruit, White and Lovechock. Thus, choosing the right products is the first crucial objective of our operations on which our success is laid. We support our suppliers with introducing and building their brands in the region. “The second key task of Midway’s scope of work is achieving the right execution of the brands within our markets of operations. We accomplish this in partnership together with Modern Trade Retailer Chains in the region as well certain specialized Organic high end A class stores. We would like to point out our cooperation with the number one retailer in the region Carrefour with whom we work in a very close strategic partnership. With Carrefour, we are continuously

mutually engaged in creating new ways and alternatives for serving their customers. We would like to use this opportunity to acknowledge Carrefour’s proactivity and huge efforts committed not only providing healthy food; furthermore, educating and making shoppers aware of the importance of the same. We focus on the total healthy category by creating new shopping experience for the customers by providing them with different healthy alternatives. Our strategies are based on vast market intelligence, global and regional food trends. These offerings are only part of Midway’s services, which makes us distinctive and unique.” Alongside a vast service offering, Katarina is eager to highlight the firm’s impressive focus on client service and ensuring that everyone it works with receives the service they need. “Midway Middle East is founded on two main principles: Competence & Compromise. The first one is a must and the second one is must not. The essence of our company behavior is based solely on full commitment to what we do, and excellence is the only option in our performance.” “There is only one success proven philosophy when it comes to client service: the client is the first, foremost and most important aspect of the business. This principle applies for every business; however, for us, the significance extends beyond the business perspective. We believe that we have one of the most noble professions existing, which is providing people with food. Providing people food relates with providing life to people. What we sell is not a


want, what we sell is a need. We trust that selling a bite of food has the equal significance as a doctor’s job, and that is the exact approach we have in our work. The technique we approach client service with can be best resembled by the twoway method of communication. We always primarily tend to understand customers’ needs; then, we provide them with healthier options. “To illustrate the point, if a customer wants a chocolate, we offer chocolate; nevertheless, we offer Organic, Raw and Low on Sugar chocolate that is healthier than conventional chocolate. We always provide our customers with what is best for them regardless of anything. In simple words, it takes willingness, bond creation, mutual understanding and communication from both, us and our customers to pursue the healthier trail. As in any business, the company is the wall, and the employees are the bricks. In order the wall to stand tall, the bricks must be perfectly aligned. That is exactly what Midway’s team is. Midway’s team is consisted of carefully chosen individuals who themselves, have realized and strongly believe in the significance of pursuing a healthy diet and a balanced lifestyle, and have already experienced the difference it brings in their life. To succeed, you must truly believe. Our biggest belief is Healthy; therefore, Healthy is our ultimate success. Every day each one of us is perfectly aligned with our mission to create a healthier society for everyone. Every day, we strive to discover something new, better, innovative and benefit creating. We believe more in Healthy every next day; thus, every next day we are closer to everyone.”

This supportive, collaborative internal culture is vital to the firm’s success and drives every aspect of its work, as Katarina explains. “Midway is ruled by two oxymoronically statements. Primarily, we believe that the team is only as good as the leader; however, we also fundamentally believe that a leader is only as good as the team behind. These two very meaningful sentences embody great significance in the basis on which our way of working is positioned internally. At Midway, there is no such thing as boss and its employees. At Midway, we believe in associates only. Our success is laid on empowering people. Each member of the team is encouraged to express ideas, disagree decisions, prove points, suggest, implement, execute etc. regardless of their position within the company. In fact, often the best suggestions come from the lower levels of hierarchy. “All of us are constantly engaged in field work, shop observations and brainstorming on site. There is a specification in the job description no member of the team respects. That is working hours. Midway’s team work around the clock, yet everyone is content and happy. The reason behind this is because everyone enjoys what we do, and for all of us this serves a higher purpose than just a job position. All of us have a job we do not need a vacation from. In the team creation, we hugely respect and trust in gender as well as age diversity. We have equally man and women associates with age starting from 21 onwards. The main reason behind this is each demographic group can be best understood and approached


A Balanced Lifestyle

Contact: Katarina Gjosheva Cheshlarov; Dushko Chifliganec Contact Email:;; Company: Midway Middle East DMCC Jumeriah Bay Tower X3, Unit No: 3901 Cluster X, Jumeriah Lake Towers Dubai, UAE Website:



by someone belonging to the same. And to repeat our point mentioned earlier, our intent is to provide healthier & happier society for EVERYONE. In addition to, having a pretty demographically diversified team adds to the team’s culture quality and definitely destroys any chance of work monotony. All in all, the recipe is quite simple. Find people that extract fulfillment from the brighter change they are responsible for rather than the pay check they receive. Structure their motivation in the right way, and the positive results are inevitable.” Working with clients around the world, Midway Middle East is perfectly located in Dubai as the region offers a dynamic hub where many leaders in the food and drinks market are based, as Katarina is eager to emphasise. “Fundamentally, the UAE is a very constructive, useful and beneficial place to be. The nature of our business is complex and challenging for a variety of reasons. To begin with, we carry very extensive portfolio, which is introduced to the region for the first time and majority of people are not completely familiar with. Secondly, we operate in significantly wide region, which although extends in close geographies, yet every part of the region differentiates in numerous ways. “What we find great about UAE regarding our industry is that it serves as an excellent test market and a perfect indicator about the region’s Food & Beverage preferences. All products we carry are first introduced in UAE. Based on the feedback from the UAE

market; subsequently, we have clearer picture about the product regarding the region and better indication how should we proceed with launching the product in the rest of MENA. Speaking of the challenges and opportunities, I will cite His Highness Sheikh Mohammed Bin Rashid Al Maktoum vice president, prime minister of UAE and ruler of Dubai to best illustrate our methodology: “The pessimist will see a difficulty in every opportunity, whereas the optimist will see an opportunity in every difficulty”. This is the exact logic we apply in our everyday work and we lead our actions by. “Our main objective is encouraging society to pursue a balanced lifestyle. We continuously engage not only existing customers, but the whole society in activities designed to illustrate how big of a role do the nutritional habits play in our lives and portray the advantages associated with pursuing a healthier diet and balanced lifestyle. If we compare the base of Organic consumers in UAE and USA, we would see tremendous difference although both countries have almost exact GDP per capita figures. Being one of the pioneers in bringing Organic and other added benefit products in a region with a notably small base of Organic consumers means we must pave the road for ourselves alone. However, at Midway, we decide to see this as a great opportunity rather than a difficulty. “Being part of such a dynamic society, it is very hard to get the attention of the wide mass. Together with Carrefour, we implemented a concept of Healthy Kitchen inside Carrefour

Mall of the Emirates. We did a complete revamp of the Organic category within the shop, giving it a French Kitchen appearance. Healthy Kitchen has the intent to provide enhanced shopping experience to customers that want to pursue a healthy and balanced lifestyle, raise customer awareness of Healthy Foods and Beverages, better educate customers of the importance of eating healthy through different sorts of digital marketing activities and help people how to search and select healthier food alternatives easier. Healthy Kitchen immediately won the hearts of everyone, bringing handful of excitement, joy and interest for the customers. As part of our other customer engaging activities, we provide sessions for our customers to get free nutritionist advices, we award our customers with gift boxes through our digital marketing engagement, we provide support for a variety of sport events, we maintain the Healthier on a Whole New Scale movement that is present trough facebook, instagram and a web blog as well as many other sorts of customer engagements.” “We work very closely with the Organic Trade Association of United States in creating activities together which are supporting our mutual objectives. The OTA work on programs how to get the products from farm to marketplace and we are collaborating on a few projects together. OTA deserves every respect for their activities and efforts they are performing all around the globe to boost the organic produce and sales of US companies.”

“One of Midway’s core strengths is our engagement in raising customer awareness through customer education, working on a very close basis with prominent nutritionists in the region, enhancing shopping experience for healthy eaters, giving healthy eaters recognition for their efforts, rewarding healthy eaters, supporting sport events and giving education to the participants at the same, a variety of digital marketing activities, campaigns encouraging for pursuing a balanced lifestyle. We measure our true success through the impact on society we create. Having said all of this, for us UAE is the perfect place to be.” In order to offer the very best products and services to its clients, Midway Middle East is constantly seeking to develop and grow its offering and adapt around the ever changing requirements of the market it operates in. Dushko concludes by highlighting the various future trends that the company will be focusing on as it looks towards the future. “Midway Middle East base our strategies in line with the global food trends, and as such our future revolves around meeting the ever evolving needs of our clients. The need for clear label, significant growth of organic and GMO free statements has been very much popular, therefore we make sure that our portfolio follows this requirement. Another trend is free-from foods which has become more attractive for consumers without food allergies and we have introduced a few new lines of this product type. Super leaf ‘Kale’ is booming and a lot of different products containing Kale has been created. In our range, we do have different snacking propositions containing this awesome superfood such as organic multigrain kale chips, organic dehydrated kale and different smoothies. Products with protein positioning are becoming mainstream these days. Our portfolio offers a variety of sources for protein. “Health conscious consumer’s wellness goals have become more prominent and they are looking for permissible indulgence. We offer healthier, guilt free organic, vegan, gluten


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free snaking products such as Hi I’m Skinny, Luke’s G.H Cretors and many more. “In addition, breakfast is the rising snack occasion and we focus a lot on assuring we provide to our consumers propositions to fit this trend. Driven by a need for convenience, consumers are looking for ready-to-eat products that they can easily fit into their busy lifestyles. At the same time, ongoing financial concerns mean they are looking for both affordable and premium products, depending on the occasion. Our full portfolio addresses all this trends as our main purpose is to serve the needs of our consumers. “Ultimately, consumers want more new products on the market that are affordable, healthy, convenient and environmentally friendly. Time pressures and stress are facts of life. Shoppers want products that help restore balance and free up time to do the things they value most. “The world is facing a global health crisis—nearly 30% of the global population was considered overweight or obese in 2013— and consumers are attempting to take charge of their health. “The healthy eating space holds great potential and consumers want to go ‘back-to-basics’ with fresh, natural and minimallyprocessed options. We are working in line with this need and are very much excited of all the new products we will be introducing in the next coming months such as diary, specialized kid’s portfolio and many more. We will continue our efforts and focus on educating the consumers of consuming healthier food alternatives and take care of their wellbeing. “Additionally, the global organic market today is estimated on around $90 billion with United States being almost a half, followed by Germany and France. By 2020 global organic market is expected to reach $212 billion, so the opportunity speaks for itself about Middle East region and Midway Middle East - Healthier on a Whole New Scale. These are all exciting developments and we look forward to taking advantage of them.”


Profile for Midway Middle East

MEA April 2017 (Midway Middle East)  

Our dedication to the UAE initiative Healthier on a whole new scale contributed to us winning the Best Nutritional Food & Beverage Provider...

MEA April 2017 (Midway Middle East)  

Our dedication to the UAE initiative Healthier on a whole new scale contributed to us winning the Best Nutritional Food & Beverage Provider...