Sales Executive – Fresh Produce (HoReCa)

About the role

Safco Fresh is looking for an experienced Sales Executive to drive growth in the fresh produce market across the UAE. The role focuses on the HoReCa sector, building relationships with hotels, restaurants, catering firms and other foodservice clients. You will be responsible for expanding the customer base and achieving sales targets while maintaining long‑term partnerships.

Key responsibilities

• Develop new business opportunities within the Foodservice and HoReCa sector.
• Manage and strengthen relationships with existing customers.
• Achieve assigned sales targets and contribute to business growth.
• Identify customer requirements and recommend suitable fresh produce solutions.
• Conduct regular client visits and maintain a strong market presence across the UAE.
• Prepare sales reports and monitor market trends to identify new opportunities.

Required profile

• Proven sales experience in the Fruits & Vegetables / Fresh Produce industry.
• Hands‑on experience selling to HoReCa customers in the UAE.
• Strong understanding of the UAE fresh produce market.
• Established network with hotels, restaurants, catering companies and foodservice clients.
• Excellent communication, negotiation and relationship‑building skills.
• Valid UAE Driving Licence is mandatory.

Required skills