Emirates General Petroleum Corporation “Emarat”, represented by its trade names “Bakeria”, “Freshplus” and “Café Arabicca”, became a member of the US based International Franchise Association (IFA), which is considered the world’s oldest and largest organization representing, supporting and protecting franchising worldwide.
Dr. Rahma bin Mohamed Al Shamsi, Retail Sales Manager at "Emarat", said that the Corporation, after having established its presence and leadership in the field of marketing and distribution of petroleum products, has moved to the innovation of several services and products which were made available at its service stations in Dubai and the Northern Emirates. This innovation stage reaped great success from the consumers and clients and was followed by a number of unique products which were launched as trademarks and succeeded in establishing themselves in the local market among other competing names. Emarat’s products and names were established thanks to the support of this pioneering Corporation which led such names to secure a distinct position and important role in the national economy.
Dr. Al Shamsi further added that the next important and vital step within Emarat’s strategy to support and enhance its trade names was to become a member in the International Franchise Association (IFA). IFA provides its members with a lot of benefits, including strengthening their positive image and promoting their trade marks globally, in addition to providing them with credibility, protection and encouragement. IFA also acknowledges its members’ significant contributions to the free enterprise system in accordance with definite standards and criteria which should be met by any trademark that aspires to become a member of the Association.
He also stated that following its membership in the IFA, Emarat is at present moving forward to promote its brand names further and to establish them among the most successful names that attract investors wishing to own their franchise, especially that the recent period has witnessed huge development and growth of Emarat’s brand names, as well as the opening of four "Freshplus" standalone stores in Dubai.
“Freshplus” embodies Emarat’s policy in its continuous endeavor to create services that distinguish it from other competing establishments in the sector of convenience stores. Emarat also works hard to provide its clients and customers with the utmost comfort and fast service. Bakeria, on the other hand, built its reputation by offering light snacks, sandwiches, fresh bread and pastries, while Café Arabicca enhanced its position through providing a wide selection of rich coffees.
Emarat’s name was recently listed in the IFA’s companies’ directory. Any interested party can visit the IFA website www.franchise.org  to view all the opportunities offered by the Corporation to investors who are seeking any of its brand names franchise rights.
IFA is a non profit association which was established in 1960, mission of which is to protect, enhance and promote franchising and trade names through government relations, public relations and educational programs. IFA chooses members who operate under the highest standards and own trade names that support the economy and the development of business.
IFA contributes in promoting economic activities and projects worth US 2.3 trillion which are the returns of franchise rights from all over the world. IFA represents a growing membership of more than 1,300 franchise systems, 10,000-plus franchisees and more than 500 firms that supply goods and services to the industry.