The second year of the “EU Organic Food – Good Choice” campaign, co-financed by the European Union, was a period of intense promotional and informational activities aimed at increasing the recognition of European organic food in the United Arab Emirates (UAE). From March 2024 to February 2025, the campaign focused on direct engagement with distributors, importers, and consumers, promoting European organic products as a symbol of high quality and sustainable production standards.
Participation in Key Industry Events
A significant component of the campaign was participation in two major industry trade fairs in the UAE: the Middle East Organic & Natural Products Expo in Dubai (November 18-20, 2024) and the Abu Dhabi International Food Exhibition (ADIFE) (November 26-28, 2024). The campaign’s stand attracted strong interest from food industry representatives, and numerous B2B meetings provided European producers with valuable opportunities to establish new business connections.
The campaign’s activities culminated in a press event in Dubai, which gathered media representatives and local influencers. Guests had the opportunity to taste European organic products and learn more about the EU’s organic food production process, its nutritional benefits, and strict certification standards. This initiative further reinforced the perception of European organic food as a safe and premium-quality choice.
Study Visits – Experiencing Quality at Its Source
In 2024, the campaign also organized two study visits for UAE delegations to Poland, allowing importers, distributors, and media representatives to gain firsthand insights into European organic farming and food production. Participants visited organic farms and processing facilities, where they learned about the rigorous certification standards and high-quality production processes. A key highlight of these visits was the tasting of traditional European organic specialties, prepared according to authentic recipes and in line with EU organic farming principles.
Reaching Consumers Directly – Supermarket Tastings
A new initiative in the second year of the campaign was the introduction of tasting points in Lulu supermarkets in Dubai. This strategy brought European organic products directly to consumers, giving them the opportunity to experience the authentic taste and high quality of EU-certified organic food. The initiative received highly positive feedback and further increased consumer interest in European organic products.
Future Plans
Following the successes of the second year, promotional activities in the UAE will continue in the third year of the campaign (March 2025 – February 2026). A key highlight will be the organization of Restaurant Week, during which selected restaurants in the UAE will serve dishes made with European organic ingredients. This initiative aims to increase consumer awareness and strengthen collaboration with the HoReCa sector.
“The second year of the campaign has further strengthened the position of European organic food in the UAE. Participation in prestigious trade fairs, industry events, and study visits has enabled us to establish new business relationships and increase interest in organic products from Europe. In the coming months, we will continue our efforts to enhance the visibility of European organic products in this fast-growing market,” said Jolanta Lyska, General Director of the “Polska Ekologia” Association. We sincerely thank all partners for their support and contribution to the campaign.
Follow our future activities at: euorganicfood.eu.
