Second year of the campaign "Organic food from the EU - A good choice"

The second year of the information and promotion campaign “Organic food from the EU - A good choice”, co-financed by the European Union, was a time of intensive activities that raised the profile of European organic food in the United Arab Emirates (UAE). Between March 2024 and February 2025, the campaign focused on direct contact with distributors, importers and consumers, promoting European products as an epitome of high quality and a sustainable production system.

Presence at key industry events

One of the highlights of the campaign was our participation in two prestigious industry fair events in the UAE: Middle EastOrganic & Natural Products Expo in Dubai (18-20 November 2024) and Abu Dhabi International Food Exhibition (ADIFE) (26-28 November 2024). The Campaign stand was very popular with food industry representatives and numerous B2B meetings enabled European producers to establish new business contacts.

Activities during the fair culminated in a press event in Dubai that brought together media representatives and local influencers. Tasting events involving organic European products and presentations on the production process of organic food in the EU, its quality and nutritional values helped to build even greater consumer awareness and strengthen the image of European food as safe and wholesome.

Study visits – experience quality at source

The 2024 campaign also included twostudy visits by the UAE delegation to Poland, which enabled importers, distributors and media representatives to learn about organic production processes in Europe. The participants visited organic farms and production facilities, where they learned about the strict standards of certification and were introduced to the production process to ensure the constant high quality of the product. A special element of the visits involved the tasting of European specialities, prepared according to traditional recipes and based on high standards of organic production.

Direct action directed at consumers – tasting events in supermarkets

New for the second year of the Campaign was the launch of tasting points in Lulu supermarkets in Dubai. This brought European organic products directly to consumers, and gave them a chance to taste them and experience their exceptional quality. This initiative has met with very positive reception and increased interest in organic-certified products from the EU.

Plans for the future

Following the success of the second year of the campaign, we will be conducting promotional activities in the UAE will continue in the third year, i.e. from March 2025 to February 2026. Our plans include the organisation of a Restaurant Week, during which selected restaurants in the UAE will serve dishes prepared with organic products from Europe. This is another action aimed at bringing the European organic products to local consumers and developing cooperation with the catering sector.

“The second year of the Campaign has strengthened the position of European organic food in the UAE. Thanks to participation in prestigious trade fairs, the organisation of industry events and study visits, we established new business relationships and increased interest in organic products from Europe. In the coming months, we will continue our efforts to further raise recognition for the European organic products in this rapidly developing region” – concludes Jolanta Lyska, General Director of the Association “Polska Ekologia”.

We would like to thank all partners for their commitment and support in the implementation of the Campaign. Please observe us to stay up to date with our activities in the future.