The growth of the UAE’s food industry in parallel with a rising population and expanding infrastructure is helping Massar Solutions diversify beyond its cyclical fleet management business, according to a report by

The Abu Dhabi-based transport company, previously known as Al Wathba, this year postponed plans for an initial public offering because of a deteriorating stock market outlook with the drop in crude, according to the report.

The vehicle management company operates the car rental brand Payless and provides fleet management, supply chain, and distribution services. Its strategy to diversify is already paying dividends. The company has secured “a niche in managing the cold chain” as it capitalises on the growing food industry in the UAE, according to the report.

The company recently put 90 lorry drivers who deliver for the Brasil Foods-owned Sadia brand through training on keeping food at a consistent temperature from warehouse to restaurant – the so-called “cold chain.” It plans to train 100 more drivers in cold-chain management, according to the report.

Massar has 1,600 drivers on its books in total, an increase of 400 for this year, according to the report.

The Massar-owned fleet numbers 10,000 vehicles, of which 1,100 are Payless cars. There are a further 6,000 that it does not own on the fleet management side of the business, according to the report.

The company will field about 100 vehicles over the next 18 months for grocery delivery. On average, each will be able to make 40 home deliveries per day, he said, according to the report.