The company
A one-stop shop for the industrial food sector
WhiteRock was founded in the United Arab Emirates to serve the food industry of the Middle East. Originally we supplied food processing machinery for a range of applications, acting primarily as agents for European manufacturers.
Today the business is considerably broader. We work across food ingredients, food engineering, industrial refrigeration, modified atmosphere storage and product development, and we have been a consistent presence in the food industry not only in the UAE but throughout the Middle East, neighbouring countries and Europe.
What has not changed is the objective: safe, quality food products and ingredients at competitive prices, alongside turnkey solutions built to the requirements and the budget of each client.
WHITE ROCK FZE trades as part of WR Group, the identity under which the group head office manages this company and its affiliates. Central correspondence — supplier enquiries, order and shipment notifications and service messages — is issued in the name of WR Group.
Our mission
- Perceiving customer needs at the utmost level, with flexibility in sourcing, competitive prices, on-time deliveries and customised solutions for unusual requirements
- Attentive, effective and proactive service, with personalised attention on every account
- Continually building the skills and knowledge needed to meet the growing and diverse needs of our customers
- Sustaining our reputation as a reliable, customer-oriented and dynamic player in the market
- Achieving profitable growth and operational excellence without compromising our values or business ethics
What we cover
Food ingredients
Seeds, dried fruits, edible oils and ingredients for industrial food production, supplied to written specification.
Food engineering
Process design and complete production lines, specified around your throughput rather than a single manufacturer’s catalogue.
Refrigeration & storage
Industrial refrigeration systems and modified atmosphere storage for produce and finished goods.
Parts & support
Spare and replacement parts, including for equipment we did not originally supply.