Veda Inc and its subsidiary, Lavoya, have signed a franchise agreement with the up and coming international brand Joe & The Juice, a Danish chain which is health conscious, edgy and becoming the go-to outlet of choice for a younger, trendier customer base who like to focus on experiences and food. The agreement will drive the opening of 10 stores in the next two years. Lavoya is a contemporary brand established with the purpose of significantly transforming dining experiences, including introducing new and experiential casual dining concepts to reshape the F&B industry in the GCC.