Dubai: The Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development (Dubai SME), a division of the Dubai Department of Economy and Tourism (DET), has entered into a partnership with noon Food to enhance the growth and competitiveness of Emirati-owned small and medium-sized enterprises (SMEs) in the food and beverage (F and B) sector. This initiative will provide a variety of support mechanisms, such as tailored commercial terms and structured digital enablement.
According to Emirates News Agency, the partnership is formalized through a Memorandum of Understanding, which lays out a comprehensive framework for onboarding eligible Dubai SME members onto noon's digital marketplace. This will offer businesses access to noon's customer base, delivery fleet, payment infrastructure, and promotional and marketing campaigns.
The collaboration aligns with Dubai SME's mission to foster entrepreneurship in accordance with the Dubai Economic Agenda, D33. This agenda aims to double the city's economy by 2033 and bolster Dubai's status as a competitive hub for SMEs and local enterprises.
As part of the agreement, noon Food will waive onboarding fees for participating Dubai SME members and introduce a five-year commission structure. This will begin at 10 percent in Year 1, gradually increasing to 20 percent by Year 5. Additionally, noon will make a substantial marketing investment to support the participating businesses, offering advertising credits and enhanced visibility during major seasonal campaigns. These initiatives are intended to lower entry barriers and bolster both customer acquisition and long-term commercial sustainability.
Participants will also benefit from onboarding assistance, operational guidance, dedicated account management, and monthly performance reporting to ensure transparency and continuous optimization. Dubai SME will identify eligible F and B members, promote the initiative within its network, and oversee implementation to maximize the impact for Emirati entrepreneurs.
Ahmad Al Room Almheiri, Acting CEO of Dubai SME, stated, "Dubai SME and noon have partnered to create new opportunities for Emirati F and B entrepreneurs by combining institutional support with digital platform scale. This agreement delivers tangible advantages, from tailored commission rates to structured promotional investment, enabling our members to compete effectively and grow sustainably within the digital marketplace. It reinforces Dubai's commitment to empowering SMEs as key drivers of economic diversification and long-term growth, as envisioned by our city's leadership through the Dubai Economic Agenda, D33."
Faraz Khalid, Group CEO of noon, added, "Partnering with Dubai SME allows us to provide Emirati entrepreneurs with the digital infrastructure they need to thrive. By offering localised support and preferential access to our ecosystem, we are ensuring that homegrown F and B brands can scale rapidly and contribute directly to the goals of the D33 agenda."
SMEs account for over 95 percent of registered businesses in Dubai and play a crucial role in employment, innovation, and sectoral diversification. In the F and B sector, Emirati-owned enterprises significantly contribute to the city's culinary landscape and growing digital commerce ecosystem.
Through this five-year collaboration, Dubai SME and noon Food aim to generate measurable commercial impact by expanding market access, strengthening brand visibility, and accelerating digital transformation for Emirati entrepreneurs in the F and B industry.