Fresh produce sourced direct from UAE farms will be stocked at LuLu hypermarkets. Image Credit: Gulf News Archive

Abu Dhabi: LuLu Hypermarkets has launched the 'Al Emarat Awaal' initiative across all of its UAE stores to promote produce sourced from local farms.

The initiative aims to increase the market share of homegrown products and to also support the local food industry. “We are proud to popularise and promote UAE agri-produce and food products,” said Yusuf Ali M.A., Chairman of LuLu Group.

“We will organise regular events and sampling activities with a huge marketing push to increase the share of UAE products, which in turn will further boost local agriculture and manufacturing sector.”

LuLu will work closely with local organisations to help them promote their products. This will include providing them with training, processing, packaging and marketing support. Local products will also be prominently displayed across stores.

“Food security and supporting local food producers are our key goals, and I am sure Lulu Al Emarat Awwal initiative will bring social and economic benefits to UAE through new employment creation and sustained farming,” said Sami Al Qazi, director-general of the Dubai Department of Economic Development.