Abu Dhabi Row upon row of succulent dates greet the eye while a few steps away fresh potatoes, onions and lettuce varieties are displayed for sale.

For the erstwhile customer, finding the freshest produce has become even easier at the Al Mina Fruit and Vegetable Market ever since Abu Dhabi Municipality began implementing a range of measures to promote local produce.

The measures, which were drawn up after the responsibilities of the Market Control Section were undertaken by the municipality, include nearly 60 designated platforms erected throughout the market for farmers to sell locally grown produce whenever available, Khalifa Mohammad Al Rumaithi, Director of the Public Health Division, told Gulf News.

"Since these platforms were set up at Al Mina Market about six months ago, customers have found it easier to purchase fruits and vegetables grown in Abu Dhabi, which are not only sold at the most competitive prices but are also truly fresh," Al Rumaithi said.

In addition to the platforms which are free for farmers who grow and sell local produce, traders at Al Mina have also been urged to stock locally grown fruits and vegetables.

Currently, the market houses more than 114 shops, which include a number of specialised date traders, the official added.

The municipality is also working with the Abu Dhabi Farmer's Service Centre (ADFSC) to ensure that imports are minimised when local produce is available.

Prices of these locally harvested fruits and vegetables are controlled in line with their availability.

Increased share

The municipality's initiative is expected to support Abu Dhabi's plan to increase the market share of local produce.

Abu Dhabi Food Control Authority and ADFSC, which is responsible for agriculture in the emirate, has announced plans to increase the share of local produce in the market to 40 per cent in the next five years from the current level of about 15 per cent.

"Nearly 25 tonnes of fruits and vegetables are harvested daily across local farms in Abu Dhabi, with an estimated total harvest of 2,000 tonnes per season," Al Rumaithi said. "In a survey conducted by the ADFSC earlier, we were also happy to note that 78 per cent of those polled preferred local vegetables."

Among the most commonly available local produce are potatoes, tomatoes, onions, cucumbers, cauliflowers and broccoli. Strawberries, melons and dates are also available. Rigorous cleaning procedures have been put in place by the municipality at the market.

"We will also keep a strict eye out for traders selling produce without valid licences, and if caught, they will be penalised as per guidelines set by the Ministry of Labour," Al Rumaithi said.

Look out for new brand name

Locally produced fruits and vegetables are already available under new brand name Hisadu Khairatina, which means local harvest, at major retail outlets.

Abu Dhabi Food Control Authority and the Farmer's Service Centre have partnered with major hypermarkets and retail chains.

The authorities said the brand name has promoted the marketing of local produce. Abu Dhabi boasts an abundance of high-quality local produce and the new brand name has the addressed the marketing void, said Khalifa Ahmad Al Ali, Managing Director and Board Member of the Abu Dhabi Farmer's Service Centre, which was set up 18 months ago.

Now farmers can focus on their main job and forget the marketing aspect. ADFCA is also coordinating with Abu Dhabi Department of Economic Development to increase the market share of local produce, he added.

— With inputs from Nada Al Taher/Staff Reporter