Food and Agriculture Organization of the United Nations, Business Proposal Example

Abstract

The below proposal is design to outline a project that would bring quality organic artisan food stalls to the great outdoors. Located in the Al Mushrif Park in Abu Dhabi, the food stalls would offer quality local produce and ready packed meals. Labeled as organic, fresh convenience food items, the produce would be likely to attract families visiting the park in the afternoon and evening.

The Location

The newly opening facilities of the park, such as the petting zoo, the Friends of the Park Pavilion, and performing arts events will attract an increasing number of visitors in the park. The children’s park already sees many women taking their kids out for an afternoon, and there are secluded women’s areas where photography is not allowed. The booths would be located in the Friends of the Park Pavilion. It is designed to be suitable for catering, and has facilities that accommodate exhibitions and large displays. The location is important, as some of the food items will be produced on site, and they need to remain hygienic and out of the daylight heat. The building is described to be modern and high tech, so it could accommodate the several cookers, displays, and food heaters that will be required to service the public. However, it is important to note that the food market will not only be designed for selling items, but also to display some of the culinary marvels of the Arabic cuisine. Visitors will not only enjoy great food, but also a cultural experience. Given the increasing number of foreign tourists visiting Abu Dhabi (Gulf News), the stalls would create awareness of the unique Arabic culture among visitors from other countries.

The Food Market in Abu Dhabi

According to a recent report by Alpen Capital (61), in the UAE, import of food items is on the rise. In 2006, food valued at 3.6 billion U.S. dollars was imported in the country. Import is predicted to increase to 8.4 billion dollars by 2020. This means that – due to the lower prices of the imported goods – people living in Abu Dhabi are likely to rely on pre-packaged and preserved food items, instead of using fresh produce. The would become disconnected with the cultural and culinary traditions of their own country. In order to reverse this trend, community programs need to be delivered and awareness needs to be created about the values of organic, local, or gourmet food that is prepared based on traditional recipes.

The same report has also revealed that there is an increasing “food consciousness” among residents of the UAE. As the authors state: “The organic market in the UAE is benefiting, as consumers are becoming increasingly health conscious”. (Alpen Capital 62). However, not only the organic food industry benefits, but the whole society. When creating awareness of organic, local food, along with traditional convenience snacks, people can make healthier choices in the future, and become active longer. This would decrease the utilization of health care resources, while at the same time re-connecting people with their traditions.

Target market

The visitors of the park consist of families, businessmen having a lunch break, tourists, and women who go for a walk or visit an event, exhibition, or the Botanic Garden.

Businessmen: financially secure, can afford quality food. They would be happy to try some of the local produce and have lunch at one of the booths. They will prefer seating facilities and an indoor setting.

Women: An increasing number of women in Abu Dhabi now make conscious choices about food items, and have a strong financial power. They would be looking for ideas to create traditional and healthy meals for their family, and provide them with local snacks.

Families: Those visiting one of the child-friendly attractions or the Children’s Park would seek catering facilities in the area. They are likely to visit the booths because they will be conveniently located and children will enjoy the display of food making.

Tourists: Many tourists visit the park, as it is conveniently located in downtown. A large proportion of  them would take a break in the park from the hustle of the streets, and have lunch in the park. Exploring traditional culinary meals and enjoying great outdoors would attract them to the booths.

Food Choices

The stalls would offer traditional Arabic, organic, and convenience food items prepared on site. Cakes and cupcakes, wholegrain and traditional sandwiches, tea and coffee will be the main products sold. However, meat and cheese filled pastry items (manakeesh items) and baklawa will also be offered by local buffet restaurants and shopkeepers for families and those looking for an alternative to chips and candy. These stalls are likely to attract female visitors and tourists. Some healthy drink choices will consist of freshly squeezed juices, organic tea, and smoothies made of whole milk and fresh fruit on site, along with traditional drinks, such as popular fizzy drinks and pre-packaged juices.

Artisan stalls, offered for local shopkeepers will include chocolate varieties, wine and herbs, local jams, preserves, garlic, cheeses, and traditional condiments. Further, cooking and kitchen appliances, such as traditional dishes and knives will be offered for sale. Tableware and decoration will also be on sale on the market days. Hand made embroidery and household items will also be offered to visitors.

Regulations And Legislation

The Regulation Number 3 for the year 2008 for Food Traceability and Recall states that every item sold to customers needs to be traceable and properly documented. Suppliers and booth tenants will be asked to submit the documentation and relevant food safety documents before they can hire a booth. For further guidance and advice, the Food and Agriculture Organization’s Abu Dhabi office will be contacted. As the organization already has experience in organizing and coordinating events, and it has successfully planned the “ World Food Day 2014 celebrations in collaboration with the Ministry of Environment and Water of the United Arab Emirates, headed by H.E. Dr. Rashid Ahmed Mohammed Bin Fahad” (FAO), their expertise would help the organizers make the organic food stalls a success.

Benefits For Local Businesses

Local businesses could benefit from free marketing of their stores and product available at larger shops. They could introduce themselves to the public, and engage with their customers. They could set up special promotions. They can cut the middle man and increase their profit margin. Further, they can reduce their marketing costs, as they will be able to share the benefits of the joint advertisement of the bi-weekly event. Local businesses producing food items, crafts, and decorative items can participate in the event for half- or full- day. They will be provided with a booth and brand it for their business. Selection criteria of applicants to rent booths will be based on: quality of item, value, and special offers provided. Booths will have a front surface where signs and prices can be displayed, and customers will be able to vote for the shop anonymously, during the event, so the organizers can determine which booths are likely to attract more attention in the future. Checking of the permits, food hygiene and other certification of staff will be the joint responsibility of the event organizer and the booth operator.

Marketing Plan

The event will be marketed through the main website of the park, as well as through posters around the park. A Facebook page, similar to the one created for Qout Market will be designed to connect with target visitors. Cross-marketing with exhibitors and vendors will also be designed.

Financial Plan

For establishing the market once a month on a Saturday every two weeks, infrastructural investment of 3000 AED will be needed. Rental charge for the day will be arranged by the organizers with the management of the venue, and prices of booths for the day will be set at 150 percent of the cost of the venue rental, to make the project profitable. The profit made by the organization will be re-invested into marketing and creating leaflets, guides, and food related publications that could be sold alongside food items in the future.

I believe that the above proposed business idea creates several benefits for organic local food producers, families, the tourist industry, and the entire society of Abu Dhabi. Local shops will benefit from increased engagement with customers, while the event will attract both local shoppers and tourists, creating awareness of Abu Dhabi’s artisan culture and traditions.

The Emirate of Abu Dhabi “Regulation Number 3 for the year 2008 Food Traceability And Recall” 2008. Web.