Aryaf Al Mashreq Launches Jonah with Its First Store in Riyadh’s Al Yarmouk District
A new Saudi fresh-produce brand launches in Riyadh, with Jouna opening its first store in Al Yarmouk.
Riyadh, Saudi Arabia — Aryaf AlMashreq Trading Company has announced the launch of Jonah, its new brand specialising in fresh fruit, vegetables and juices, alongside the opening of the brand’s first store in Riyadh’s Al Yarmouk district.
The launch marks another step in Aryaf Al Mashreq’s strategy to build and develop distinctive Saudi consumer brands that respond to local market needs while delivering modern, quality-led customer experiences.
Jonah introduces a contemporary approach to fresh produce, offering a carefully selected range of fruit and vegetables alongside juices and everyday lifestyle products, within a shopping experience designed around freshness, simplicity and convenience.
The brand has selected Al Yarmouk in Riyadh as the location for its first store, establishing the foundation for Jonah’s presence in the local market and future expansion into additional neighbourhoods and locations as the business grows.
Jonah aims to become part of its customers’ everyday lives by focusing on product quality, careful sourcing and selection, presentation, and a modern retail experience.
The launch forms part of Aryaf Al Mashreq’s wider approach to developing a diversified portfolio of homegrown brands, with each brand maintaining its own identity and operating model while benefiting from the group’s shared capabilities across management, operations, development and supply chains.
With the opening of its first store in Al Yarmouk, Jouna begins the first chapter of its growth in the Saudi market, with ambitions to establish a distinctive local presence in fresh produce and expand progressively from Riyadh to a wider footprint across the Kingdom.
