‘Smart Shopper’ Drive in Capital

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Place:Abu Dhabi

Story: ‘Smart Shopper’ Drive

Objective: Educate consumers on safe shopping practices

Abu Dhabi Food Control Authority (ADFCA), the internationally recognized food and agriculture organization, is on its alert yet again, with the holy month of Ramadan starting in a few days.

It?launched Wednesday the ?Smart Shopper? Campaign. This initiative, which comes as part of its food safety campaign planned for this summer, is line with ADFCA?s mandate to leverage food safety in the Emirate of Abu Dhabi.

The campaign aims to educate consumers on the safest food shopping practices, encouraging and motivating them to follow these practices via highlighting the benefits of adopting safe shopping practices. Besides, the campaign will shed the lights on some negative consumer behaviors when shopping for food and ways to improve them.

‘Promote consumers’ awareness’

HE Mouza Al Muhairi, Executive Director of Food Safety Sector at ADFCA, said: ?The Smart Shopper Campaign aims to educate consumers regarding the most important safe shopping practices and how to go about it when shopping for food. The campaign also highlights the diseases associated with wrong food handling.?

?We hope this campaign will achieve its objectives to promoting consumers? awareness on safest practices. We aim to achieve this through a comparative approach that shows safest and wrong practices in parallel?, she added.

Mohamed Abdulla Al Fardan, Deputy Director, Communication and Community Service Department at ADFCA, said: ?We will be reaching out to consumers through radio and print advertisements, in addition to flyers to be handed to consumers directly at all the popular supermarkets in the Emirate. The messages will include awareness to encourage people to follow the right shopping approach whilst avoiding negative consequences.”


This campaign is being launched just at the right time, where unsafe food could find its way in the market in Ramadan.

This will ensure people are aware of what they are buying and whether the food is safe enough for consumption or not. They are advising consumers about various shopping methods to avoid, one of which is to avoid cross-contamination of raw foodstuff with ready-to-eat items while carrying them home in bags after shopping.

Consumers being alert about their shopping will help prevent diseases and ensure that their health is not affected in this holy month.

Overview ?

This is a very well thought of step on part of the ADFCA authorities. They are responsible for monitoring all aspects of food?safety in the Emirate of Abu Dhabi. It monitors food establishments on the basis of risk assessments while it regulates agriculture by bringing the farming practices in line with international best practices (in commercially run farms and animal production firms).? The responsibilities of the sector also encompass the implementation of approved measures for containing food safety-related crises and resultant diseases in coordination with internal and external agencies. It also enforces the recall of food products found defective.

Healthy food consumption is a must in Ramadan and thankfully, with the efforts of the ADFCA, and the co-operation of consumers, food safety will be ensured.

Sources: albawaba, khaleejtimes

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