The UAE is a melting pot of diverse cultures and it’s no wonder the demand for organic is rapidly growing as more and more people encounter the sector worldwide. Last year Etihad Airways announced an exclusive partnership with Abu Dhabi Organics Farms to supply fresh organic produce for its in-flight First Class dining menus and this year Hilton launched an organic breakfast across its regional hotels. So why the sudden love for organic?
“As many different cultures move into the Middle East, with background knowledge of “organic” products, the demand is increasing as rapidly as the population growth. The increase in the popularity of organic products is attributed not to a change in what organic means, but an awareness of what inorganic means,” said Allen Smith, culinary director and chef, Maybury Cafe, Dubai.
Yael Mejia, brand consultant to Baker and Spice and orchestrator of the Farmer’s Market in Dubai, which was launched to make organic local produce cheaply available to the local population, says people are reacting positively to the availability of organic produce: “The public response [to the Farmer’s Market] was amazing and we have had continued discussions with the market customers who expressed their enthusiasm. Clearly the demand is there and you can now find the produce in supermarkets too.”
Laura Desmond has spent a career looking after the fortunes of some of America’s biggest brands. Ahead of the Publicis-Omnicom mega-merger, the chief executive of giant ad agency Starcom MediVest Group talks trends, tech and Twitter