The World Sustainable Hospitality Alliance (the Alliance) and FreshOnTable (FoT) have entered into a landmark cooperation agreement to advance sustainability, food security, and social impact across the hospitality industry in Europe and beyond.

FreshOnTable, a UAE-founded AgriTech platform, is expanding into Europe with its pioneering zero-inventory, harvest-on-demand marketplace. The platform connects local and regional farms directly with hospitality, retail, and institutional buyers. Leveraging AI-enabled demand forecasting, blockchain-based track-and-trace, and a patented carbon emissions and SDG tracking dashboard, FoT drastically reduces food miles, strengthens farm-to-fork supply chains, and delivers measurable environmental and social benefits.

The Alliance unites leading hospitality companies, brands, and strategic partners to address pressing environmental and social challenges. With a portfolio of over 66,000 hotels across 300 brands, totaling more than 8 million rooms, including industry giants like Hilton, Marriott, and IHG, the Alliance is committed to developing actionable programs and resources that foster a Net Positive hospitality sector. Through a network of over 100 partners, the Alliance is dedicated to driving collaborative action for a sustainable future.

Together, the Alliance and FoT will collaborate to:

  • Establish a Centre of Excellence in Europe at the WSHA premises, serving as a hub for partner engagement, innovation, and training.
  • Enable hyperlocal sourcing by supporting European farms and reducing reliance on imports.
  • Drive climate and social impact, embedding ESG metrics into hospitality supply chains and creating inclusive employment opportunities.
  • Foster knowledge exchange through training, strategic dialogues, and joint programmes such as employability initiatives.

Glenn Mandziuk, CEO of the World Sustainable Hospitality Alliance, commented:

“This strategic cooperation is a significant milestone in embedding sustainable sourcing into the very foundation of the hospitality industry. By harnessing the Alliance’s global reach and uniting it with FreshOnTable’s innovative, technology-driven solutions, we are not only accelerating the transition to resilient, low-carbon, and inclusive food systems, but also empowering our members to deliver real, measurable impact for people and the planet.”

Atul Chopra, Founder & CEO of FreshOnTable, added:

“Our vision has always been to champion local farmers while creating measurable environmental and social impact. Partnering with the Alliance gives us the platform to scale this vision across Europe and help the hospitality sector meet its sustainability goals with practical, tech-driven solutions.”

The cooperation will be implemented immediately, with quarterly reviews to track progress and drive measurable results. Both organizations see this partnership as a catalyst for transforming how the global hospitality sector sources, distributes, and measures food sustainability.

To find out more about our collaboration with FreshOnTable, visit sustainablehospitalityalliance.org/fresh-on-table-partnership/.