Only Fresh UAE: Redefining Fresh Food Retail in the Emirates
Only Fresh UAE fresh food retailer is a remarkable success story that proves how innovation, instinct, and commitment to quality can transform a small idea into a fast-growing enterprise. Founded and led by Mr. Sreekesh Kurup, CEO of Only Fresh and Inventor Solutions, the brand has redefined how fresh fish, meat, poultry, and vegetables are supplied across the UAE.
Early Life and Professional Foundation
Mr. Sreekesh Kurup, son of late K. Muraleedharan, a former KSFE manager and advocate, and late C.A. Vijayalakshmi, a bank manager, grew up in Cherthala, Alappuzha district of Kerala—a region surrounded by backwaters, lakes, and the Arabian Sea.
He completed his Bachelor of Computer Applications (BCA) from UIT Alappuzha and began his professional journey in computer sales and services. His strong technical foundation and entrepreneurial mindset soon led him into digital business solutions.
Inventor Solutions: The IT Backbone
In 2017, Mr. Sreekesh launched Inventor Solutions, an IT solutions company based in the UAE. As CEO, he leads services including:
- Website development
- Mobile app development
- Social media marketing
- Digital advertising solutions
This technology-driven background later became a strategic advantage in building and scaling Only Fresh UAE.
Birth of Only Fresh UAE
Living in Ajman, Mr. Sreekesh struggled to find freshly cut meat, fish, and poultry—a staple for families from Kerala. What began as a small supply of freshly cut beef and fish for friends quickly revealed a major gap in the UAE food retail market.
With early guidance, financial advice, and mentorship from Mr. Geevarghese Philip, a retired Central Government employee and silent partner, Only Fresh was born.
Growth Through Backward Integration
Unlike traditional retailers, Only Fresh UAE fresh food retailer adopted a unique backward integration model. The company:
- Developed its own farms in the UAE
- Ensured steady supply of over 30 varieties of food items
- Eliminated dependence on mass storage and freezing
This approach ensured unmatched freshness and quality.
Covid-19: A Turning Point
Though launched in 2017, it was during the Covid-19 pandemic in 2020 that Only Fresh became a household name. As demand for hygienic, freshly cut food surged, Only Fresh gained popularity purely through word-of-mouth, with stocks often selling out before reaching the outlet.
What Makes Only Fresh Different
The secret behind the success of Only Fresh UAE fresh food retailer lies in its operating philosophy:
Key Differentiators:
- Freshly cut, pre-ordered & customized items only
- Real-time updates via WhatsApp groups & online portal
- Fish purchased directly from UAE fish landing auctions
- No frozen stock—only same-day freshness
- Customized cleaning, cutting, and washing
- Ready-to-cook options:
- Pre-cut vegetable mixes
- Marinated fish, poultry, and meat
Customers only need to cook.
Wide Range of Fresh Products
Only Fresh offers:
- Fresh fish
- Fresh mutton
- Fresh beef
- Fresh poultry
- Fresh vegetables
- Fresh fruits
The freshness consistently surpasses supermarket and hypermarket standards.
Lean Team, High Efficiency
All operations are handled by just 17 staff members, keeping overheads low while maintaining operational excellence. As demand grew, Only Fresh expanded into larger premises to accommodate the growing menu and workforce.
Future Vision: Authentic Kerala Cuisine
Only Fresh is now planning to launch a restaurant serving authentic Kerala fish and meat dishes, using produce directly from its own farms. This expansion aims to bring traditional Kerala flavors to UAE customers seeking authenticity beyond mainstream Middle Eastern cuisine.
A Story of Instinct, Innovation, and Integrity
Having grown up in Kerala, Mr. Sreekesh and his partners instinctively understand what true freshness means. This cultural connection, combined with digital innovation and operational discipline, has positioned Only Fresh UAE fresh food retailer as a benchmark in the regional food supply sector.
