The third and final year of the “EU Organic Food – Good Choice” information and promotion campaign, conducted in the United Arab Emirates by the National Association of Processors and Producers of Organic Products POLSKA EKOLOGIA and co-financed by the European Union, officially began in March 2025. On this occasion, we spoke with the Association’s President, Paweł Krajmas, about the campaign’s achievements to date and the plans for its final stage.
Mr. President, we are now entering the third – and final – year of the “EU Organic Food – Good Choice” campaign in the UAE. What have been the key achievements so far? We have completed two years of intensive promotional efforts in a challenging yet very promising market. We have successfully built recognition for the “EU Organic Food – Good Choice” campaign and sparked genuine interest in European organic food among both business partners and consumers. We are increasingly hearing that EU organic products are perceived in the Middle East as a symbol of high quality and trust.
Which activities within the project have delivered the best results in your view?
The B2B meetings played a crucial role by enabling direct connections between European organic food producers and distributors and importers in the UAE. The two study visits to Poland were also a great success — they allowed representatives of the Emirati food industry and media to see firsthand the high standards and processes behind organic food production in the European Union, and to meet the people who uphold these standards.
Have lasting trade relationships with UAE partners been established?
For many European companies, this is just the beginning of their journey. However, we are receiving encouraging signals that some of the contacts made during the campaign have real potential for long-term business development.
How are EU organic products perceived by local consumers and industry professionals in the UAE?
Importers, chefs, and retail chain managers all appreciate the high quality, safety, and transparency associated with the certification of EU organic products. Interest in these products continues to grow, particularly in the context of the increasing popularity of healthy lifestyles and sustainable food practices.
What activities are planned for the final year of the campaign?
We plan to participate in the region’s most important food trade fairs, organize a Restaurant Week across selected venues in the UAE, and host another study visit to Poland for key industry and media representatives. We will also continue in-store promotional activities and focus on strengthening relationships with business partners.
How would you assess the long-term impact of the “EU Organic Food – Good Choice” campaign in promoting EU organic food outside Europe?
This campaign truly opens doors. The UAE market is highly demanding, but thanks to EU funding support, we were able to enter it with a clear, professional, and consistent message. It has been an invaluable experience for EU producers and processors — and the world certainly needs more good, organic food.
