Abu Dhabi Farmers’ Services Centre (ADFSC) officially launched its Local Harvest brand this week. ADFSC expects to handle close to 40,000 tonnes through this year’s winter season (1 November 2012 to 30 June 2013). Only the best of this produce will be used for the new Local Harvest brand. It will be pre-packaged and clearly marked for customers in both the large supermarket chains in the city, and the ADFSC Souq markets. Around 1,000 of the 14,000 farmers they work with will supply these products, which will be produced following safe and sustainable agriculture guide-lines.
“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 have long been concerned that fresh produce doesn’t stay that fresh once purchased – they will discover on switching to the new brand that Local Harvest means food can last up to twice as long. This is because 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.
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.