Abu Dhabi Farmers' Services Centre launches local harvest brand to market fresh local produce from Abu Dhabi farms

As the leading supplier of local produce in the UAE, the total amount of produce that ADFSC expects to handle should be close to 40,000 tonnes through the winter season from 1 November to 30 June. Only the best of this will be used for Local Harvest, and it will be pre-packed for convenience and clearly marked. Customers will be able to easily recognise the products in both large supermarket chains and in ADFSC Souq supermarkets.

"We have been working hard to get into this position to launch this exciting brand at the number one industry event - SIAL," said the Chairman of ADFSC, Rashid Al Shariqi. "The possible marketing channels and growth potential that an event like SIAL encourages should provide good initial recognition for the brand, and this will greatly benefit the emirate's farmers."

The current winter vegetable season is just getting underway, and Local Harvest's launch is timed to take advantage of the swell of local produce, meat and eggs that will be ready for the market. ADFSC works with about 14,000 farmers, and 1,000 of these supply Local Harvest products. The farmers who supply these products—whether lamb or eggplant or honey—must follow production practices consistent with safe and sustainable agriculture.

"Unfortunately, many people, especially expatriates, don't even realise there are farmers in Abu Dhabi," said Mr Shariqi. "However, Abu Dhabi's farmers are nothing if not dynamic and resourceful, and Local Harvest was created to proudly showcase this."

UAE shoppers concerned that their produce doesn't stay fresh long enough will discover switching to the Local Harvest means their food can last up to twice as long because its products are delivered to retailers the day after they are harvested. Compare this to the average five days it takes to transport imported produce. The fresher produce also means more nutrients are retained.

"The community wants local products," said Chris Hirst, CEO of ADFSC. "However, shoppers aren't going to buy vegetables or meat just because they're local. They have to be as good or better than the imported tomatoes and lamb and honey.

"So, of course," Hirst continued, "we're working with farmers to grow and raise world class products. But more important than the product is the farmer. When a farmer is able to learn new techniques and improve his farming infrastructure he will continue to produce world class products for years."

Hassan Al Zaabi is a farmer who supplies ADFSC. He said his farm has improved dramatically since he started working with the organisation. "I started growing open field crops two years ago, and then I got the idea for a greenhouse only last year. ADFSC is always introducing new techniques, though, and already I'm working to develop a hydroponics system in my greenhouse."
An important quality of Local Harvest produce is that few imported brands can claim is traceability, while every product can be traced back to the specific farm it came from with detailed knowledge of its source.

With meat, the biggest advantage is that fewer people handle the product. It travels from the slaughterhouse to a refrigerated truck, then directly to the supermarket. Imported meat, on the other hand, travels from the slaughterhouse to a shipping company, then onto a plane cargo hold, and with every stage—there are a minimum of eight—the possibilities for temperature fluctuation increase, which can cause complications.

A unique aspect of Local Harvest is that whole animals (lamb or goats) can be special ordered through ADFSC Souq supermarkets and the animal will be slaughtered, butchered, packaged and delivered all on the same day.

ADFSC and Local Harvest will have a tasting stand at SIAL Middle East, where delegates can sample the benefits of eating fresh and local at Abu Dhabi National Exhibition Centre from 26 to 28 November 2012.

Local Harvest will be widely available at Spinneys, Carrefour and ADFSC Souq Supermarkets in Abu Dhabi. In Dubai, the brand will be available in Spinneys, Carrefour, Géant and Lulu.