About Us

We are committed to maintain our advance quality control capabilities by taking every step forward in quality & time management, and this is a contribution we intend to make today & beyond. One of our greatest strengths is developing strategic partnerships and relationships. We are one team shaping success through exceptional service, innovative people and consistent values. Our goal is to make your next product taste great! To be a leading supplier of processed fruit and vegetable products around the world.
Our Core Values
  • Customer responsiveness
  • Quality focus
  • Continuous improvement through strategic planning & development
  • Value added product offerings
  • Cost effective processes
  • Fact based decisions
  • Uncompromising Ethics
  • Competent & motivated employees that are recognized and rewarded
Fruiti Fresh is a major distributor of Pakistani Fresh Fruits & Vegetables and Food Stuff of the highest quality throughout the Middle East, Asia, Far East, Europe and Eastern Europe.
We also caters to the requirement of hotel and supermarket chains that have branches all over the U.A.E. Such a clientele requires the freshest of quality at reasonable prices and a just-in-time service. We have exceeded the expectation of our customers with quality, affordability and timeliness. We have built a solid infrastructure to support our business model; to ensure availability of the best quality fresh produce we commissioned a high tech cold storage facility in Dubai, U.A.E and a similar facility in Bhalwal, Pakistan in addition to our Kinnow and Potato processing unit.
Our offices are well placed in prominent and prestigious locations such as the New Central Fruit and Vegetable Market in Dubai, U.A.E, which has been purpose built to serve the neighbouring Gulf States, a office in located in Islamabad, Pakistan and another in Bhalwal Sargodha.
At Fruiti Fresh we have a very proactive management that is well networked with organisations interested in improving and promoting the horticultural produce of Pakistan, such as the PHDEC, the USAID and the ACIAR. Having worked with the various stakeholders or should we say components of the cool chain i.e. farmers, processors, handlers, distributors and the customers, our management and staff have an in depth understanding of the whole concept and importance that a strong cool chain infrastructure has on the horticulture industry of a country. Our management has personally visited successful horticulture export markets such as Australia, Asia, Eastern Europe and most of Europe to gain a first-hand practical insight into their requirements and we aim to service these markets as per their requirements.

Chaudhry Muhammad Altaf, Chairman (Executive)


Having worked in the agriculture industry from a very early age Chaudhry Muhammad Altaf has now over 50 years experience in marketing Pakistani fresh produce in the Middle East. Mr. Chaudhry started his business in the U.A.E and in Pakistan during the early 1960s and since then has established strong supply network and strong presence in the Middle Eastern markets.


Mr Chaudhry has a strong interest in developing future markets for Pakistani produce.

Mr Chaudhry is a very well suited for his position as Chairman of our company and is well networked in the business communities in U.A.E, Pakistan and Iran.

Mr Chaudhry is a keen follower of Pakistani politics with good working relation with the Pakistan Muslim League (N) and the Pakistan People's Party.

Mr Chaudhry is also the President of Pakistan Muslim League (N) U.A.E wing and a proven significant fan of Mian Muhammad Nawaz Sharif.



Chaudhry Faisal Altaf, Managing Director (Executive)

Born in 1975, Mr Faisal from a very early age followed the footsteps of his father and after attending the American Intercontinental University and Georgia State University, Atlanta, U.S.A he positioned himself to support his father in growing and establishing the family business to its current state.


Mr. Faisal has adopted a dynamic approach based on his business philosophy which is to learn and grow his knowledge base with constant interaction at all levels of the agriculture industry global value chain around the world.


Pursuing this philosophy Mr. Faisal has been actively involved in voluntarily assisting the USAID Pakistan initiative PISDAC, the Pakistan - Australia Agriculture Sector Linkage Program, the PHDEB and has regular active participation at fruit congresses around the world.



Atta ur Rehman Rauf (Director)

Mr. Atta ur Rehman is a well experienced broker of fresh fruits and food stuff. Now taking responsibility to deal with the farmers. He had joined the family business at a very early age and has gained some of the very important tricks of the trade.


He is also responsible for successfully upgrading our premises in Bhalwal and looks forward to lead Fruiti Fresh with his hand on management skills. He also Initiates and coordinates major projects (e.g., plant layout changes, installation of capital equipment, major repairs, etc.)



Muhammad Umer Altaf

Mr Umer is a practicing accountant currently working in Sydney Australia and also a member of the family who has always pursued his interest in finance. Mr. Umer currently works for an accounting practice as an Audit Manager and has experience with both government and non-government organisations and Australian government AID contracts.


Mr Umer will be an independent member of the team and will be providing his independent views on the future direction of the company and will also be providing valued feedback on the financial aspects of the business.