(MENAFN- Khaleej Times) When Covid-19 struck, it brought one factor into sharp focus — our immunity. It was found that people with weak immunity suffered severely from the virus.
The message was clear, said Kenneth D'Costa, MD at Barakat, a leading supplier of fresh fruit and vegetables in the UAE. Consumers began valuing fresh produce sourced locally, and which would help them in the fight against the pandemic.
'Consumers today are increasingly being cautious about ingredients, reading labels, and opting for the best of healthy and fresh food, he said. 'Residents and food businesses alike have also shown a strong affinity towards local produce, and they are more aware of the impact of consuming local fresh produce on their health and the environment.
As restrictions took effect, demand for fresh local produce, especially organic, began to soar. Concepts such as vertical farming, hydroponics, farm-to-table, sustainable agriculture & trade, and subscriptions to home delivery services for fresh fruit and vegetable garnered increasing interest among consumers.
As a result, entities such as Barakat, NRTC Group and Fresh Fruits Company, among others, say demand for fresh local produce has grown beyond all projections.
Barakat, which has tied up with around 50 local farms, says it can deliver fresh leafy vegetables to consumers within four hours. 'Local greens are the highest selling items on the Barakat app, D'Costa said. 'Within our ultra-fresh juices segment, there's been a marked shift towards healthy juice blends like Green Juice, Rejuvenate, as well as Healthy Juice Shots, which are made from super-ingredients like kale, spinach, and celery. We've seen a 4x jump in online business.
In addition to the Barakat Fresh website, consumers can order products through the app.
NRTC Group, another supplier of high-quality produce from local and international farms, says consumers now pay attention to where their food is coming from. CEO Mohammad Nassar says interest in locally produced food has made it necessary for fruit and vegetable delivery platforms to seek out the local farms. 'Additionally, we learn't from the pandemic that one cannot rely completely on imported goods. There is now a need to have enough local sourcing to sustain and satisfy the local demand, said Nassar. 'The fresh fruits and vegetable market which was already growing pre-pandemic, saw a drastic increase last April, and has continued to grow over the past year above and beyond any projections.
He said that with rising demand, businesses are seeking out ways to work with local organic farms. 'Fruit and vegetable businesses must not just meet consumer demand but also focus on their corporate and social responsibility to the environment and working with local farms is a key part of that. There is also a greater awareness amongst consumers when it comes to their carbon footprint and conserving the environment. Consumers are now more willing to amend their spending habits towards environmentally-conscious choices and it is only a matter of time before consumers demand for locally-grown produce rises above the demand for imported goods, he said.
While interest in local produce is growing, challenges still remain, said Margarita Vaamonde, head chef at MasterChef, The TV Experience. 'Sourcing in the region depends on availability, as we often find the issue is not the quality, but rather the volume of products we require. We currently use eggs farmed in the UAE and are working on finding more suppliers for local herbs, greens, and some vegetables. We endeavour to work closely with suppliers and transition to using as much locally sourced produce as possible.
Mohammad Mansouri, business development manager at Fresh Fruits Company, said advances in innovative agricultural technology has led to rise in the supply of local produce. 'We now have over 6,000 farms producing nearly 100 varieties of fruit and vegetables locally. This is a remarkable achievement, especially considering the challenging environment we live in.
People that value fresh food and a sustainable environment support local farmers by buying their products, he added. 'Local produce tastes better because it is harvested at its peak maturity, unlike imported produce that is harvested at an earlier stage to withstand transportation. In addition, local produce is better for the consumers because the short distance between farm and table means that less nutrients will be lost from the food. The demand of local produce will continue to grow even after the pandemic ends. By supporting local farms and consuming their produce today, we ensure there will be farms in our community tomorrow.
Rohma Sadaqat I am a reporter and sub-editor on the Business desk at Khaleej Times. I mainly cover and write articles on the UAE's retail, hospitality, travel, and tourism sectors.Originally from Lahore, I have been living in the UAE for more than 20 years. I graduated with a BA in Mass Communication, with a concentration in Journalism, and a double minor in History and International Studies from the American University of Sharjah.If you see me out and about on assignment in Dubai, feel free to stop me, say hello, and we can chat about the latest kitten videos on YouTube.
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