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Fri 6 Mar 2020 10:54 AM

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How UAE food firm aims to convert 500,000 to plant-based eating

Healthy Farm says it anticipates that 15-20% of meat consumption in the UAE and the region will plant based by 2025

How UAE food firm aims to convert 500,000 to plant-based eating

Jacek Plewa, general manager, Healthy Farm.

UAE-based Healthy Farm, the frozen food brand under the Albatha Group, has announced it is aiming to convert more than 500,000 health-conscious consumers to plant-based eating.

Exhibiting its plant-based products at Gulfood 2020, Healthy Farm said it anticipates that 15-20 percent of meat consumption in the UAE and the region will plant based by 2025, adding that it is targeting a 50 percent share of the market.

Vegan-certified dishes will be marketed in regular and spicy versions and made available in burger patties, meatballs, kebabs, mince, and chunks.

"With more protein and more fibre, these exciting low-cholesterol meat alternatives sit well on the palate and enjoy the additional advantage of having no preservatives, no monosodium glutamate and are without artificial colors, eggs, soya and gluten," the company said.

“These are deeply researched, tried and tested alternatives to meat and these accolades are a real testament to the tireless dedication of our R+D team who strive to give consumers the best in each category,” said Jacek Plewa, general manager, Healthy Farm.

“We are no longer in the experimental stage where plant protein food sources are a gimmick or something quaint. These alternatives are impressively gaining preference across the globe as consumers recognize the tangible impact left by nutrition choices on health, wellness, the environment, and animal welfare. Bearing this in mind we anticipate that 15 to 20 percent of meat consumption in UAE and the region will Plant Based by 2025, and we aspire a 50 percent share for Healthy Farm’s portfolio of plant based products,” he added.

Plewa said he is convinced that Healthy Farm's products will "set the standard for a revolution in food choices that is already in motion".

"We are reaching the point of no return fast, as with the current model of sourcing our food via animals, there will not be enough food for all in our planet in 30 years, to put in simply, and we are already damaging irreversibly our environment and our planet,” he said.

Plewa added that the Healthy Farm brand will be given further impetus as the nucleus of a newly formed entity within Albatha Group. Healthy Farm Food Innovation (HFFI), a new food business vertical dedicated to developing ground-breaking food concepts and products, will address the needs of the region’s growing number of health-conscious consumers across several food categories.

Gulfood 2020 kicks off on February 16 and will run until February 19 at the Dubai World Trade Centre.

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