, the online shopping mall in the Middle East, announces today its partnership with the World Food Programme, a United Nations organisation and the world’s largest humanitarian agency, fighting hunger worldwide. In response to the increasingly desperate drought situation in the Horn of Africa and the conflict in Somalia, has launched an internet-based fundraising campaign in all of its Middle East markets with an aim to support the World Food Programme’s relief efforts on the ground.

The World Food Programme (WFP) is implementing food operations in five countries of the Horn of Africa affected by the current drought situation: Somalia, Ethiopia, Djibouti, Kenya and Uganda.

WFP is rapidly moving life-saving food and nutritional products by sea, air and road with an aim to feed over 11.5 million people in each of these countries over the next six months. The organisation’s feeding programmes are particularly focusing on malnourished children, pregnant women, nursing mothers and refugees, identified as the most vulnerable communities.

Ronaldo Mouchawar, CEO of says, “The current situation in the Horn of Africa is a tragedy and has made it its’ mission to help the World Food Programme reach its aim by fostering a sense of responsibility towards humanity amongst visitors of our website and on our social media channels. It is our duty to help in any which way we can, especially during the holy month of Ramadan but also beyond”.

Ashraf Hamouda, Head of Partnership & Business Development of WFP for the Middle East, North Africa and the Gulf region, highlights the strategic role of internet in mobilizing public support in such emergency context, “WFP is at the forefront of the crisis hitting the Horn of Africa and is in urgent need of both public and private funding to scale up its operations in the region and reach out in time to millions of threatened lives. We are witnessing a global increase of online donations from generous individuals eager to support our relief operations. Their support is invaluable to us, knowing that only 50 US cents (1.8 dirham) can feed a mother and her child for one day in this part of the world. Through an innovative partnership scheme, is using its core expertise to help us mobilize the Gulf region’s online communities for this cause, offering us a precious chance to feed more people and save more lives.” has over two million visitors on their website every month and encourages them to press the donate button, which is placed on the home page of the website, as often as possible to support the good cause. A direct link to the donation website will inform supporters with the latest updates, easy ways to donate, a regional background, images and videos displaying how the programme is helping people during the crisis.

Additionally, the fundraising will also include a social media campaign on Facebook and Twitter, to try and increase donations and awareness of the WFP programme.

Notes and media contacts

About is the largest online shopping mall in the Arab world, providing buyers and sellers with a convenient, competitive and safe shopping experience, across the widest selection of brands and products in the region.
From humble beginnings in 2005, now attracts over 2 million unique visitors per month – a figure which is growing in double digits monthly – from countries across the Middle East and North Africa. Headquartered in Dubai, has offices in Kuwait, Jordan, Kingdom of Saudi Arabia and Egypt

Customers benefit from easy access to great deals every day on, which offers a range of payment options to suit customers’ preferences, with door to door delivery on purchased items. is responsible for and manages the entire purchase process, tracking the shipped merchandise and verifying its delivery and only when the customer approves the item is the seller paid, making the Arab world’s most trusted online shopping destination.

For businesses, is the regions e-commerce partner of choice, with branded online retail stores and easy payment methods for supports businesses’ needs, including marketing; cash flow and product distribution; consultancy and advice on e-commerce; and mentorship for entrepreneurs.

For more information please contact:

Priyam Bhargava
Account Executive, MSC/ Action
+971 50 542 8715

David Baker
General Manager, MSC/ Action
+971 50 650 3459

Nada Abdulhadi
Marketing Manager,
+971 50 5021816

About the United Nations World Food Programme (WFP)
WFP is the world’s largest humanitarian agency fighting hunger worldwide. Each year, on average, WFP feeds more than 90 million people in more than 70 countries. For more information, visit

For more information please contact:

Elise Bijon
Partnership & Business Development Manager, Middle East, North Africa and the Gulf region
+971 4 368 1383 ext. 2216 supports the World Food Programme during the month of Ramadan

| Newswire |
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