On June 9th, Top to Bottom Social marked a significant milestone in its journey by receiving the highly coveted “Social Media Advertiser Award at the renowned MENA Digital Awards”. This recognition not only cements our position as industry leaders but also highlights our dedication to creating innovative and impactful campaigns across the digital landscape.
A Testament to Innovation and Strategy
Winning this award is a testament to our ability to blend creativity with data-driven strategies, delivering exceptional results for our clients. The MENA Digital Awards, known for celebrating excellence in the digital and media sectors, honors agencies that push boundaries to create meaningful connections between brands and audiences.
Why This Recognition Matters:
The Social Media Advertiser category is one of the most competitive, requiring entrants to showcase standout campaigns that have successfully leveraged platforms like Instagram, Facebook, LinkedIn, and TikTok. Our winning entry stood out due to:
– Innovative Storytelling: Using creative narratives that resonated with target audiences.
– Engaging Content Strategies: Crafting campaigns that went beyond metrics to drive conversations and community building.
– Proven Results: Demonstrating measurable success in client engagement, lead generation, and conversions.
The award-winning campaign was built around the concept of [briefly describe campaign idea—e.g., “empowering young entrepreneurs through a bold social media challenge”]. This approach not only aligned with our client’s vision but also inspired action, driving millions of impressions and fostering a strong emotional connection with the audience.
Acknowledgments and Gratitude
We dedicate this achievement to our talented team, whose hard work and creativity made this recognition possible. We also extend our gratitude to our clients for trusting us to bring their visions to life and to the MENA Digital Awards committee for acknowledging our efforts.
Looking Ahead
This award inspires us to continue breaking new ground in social media advertising. With evolving digital trends and emerging platforms, we remain committed to staying at the forefront of the industry, delivering solutions that exceed expectations and redefine what’s possible in the digital marketing space.
As we celebrate this achievement, we invite you to join us on this journey of innovation, creativity, and impact. Together, we’ll shape the future of digital advertising.
Sultan of Space works on Ring Sheared Drop experiment for neuro-degenerative diseases.
UAE astronaut Sultan Al Neyadi, who is on the longest Arab space mission on the International Space Station (ISS), on Monday conducted a space experiment to cure Alzheimer’s disease, US space agency NASA has revealed.
Giving updates about the activities of the seven-member Expedition 69 crew onboard the ISS, NASA said Al Neyadi and NASA astronaut Frank Rubio, who are flight engineers of Expedition 69, worked throughout Monday on experiment hardware supporting advanced space biology research.
“Al Neyadi installed a syringe filled with a protein solution inside the Microgravity Science Glovebox (MSG) for the Ring Sheared Drop (RSD) experiment that may provide potential treatments for neuro-degenerative diseases,” stated NASA.
“Rubio and Al Neyadi also assisted NASA Flight Engineer Woody Hoburg as he worked throughout the day on the Destiny laboratory module’s carbon dioxide removal assembly,” the agency added.
RSD experiment
The Ring Sheared Drop investigation examines the formation and flow of amyloids without the complications associated with the solid walls of a container, because in microgravity, surface tension provides containment of the liquid.
In microgravity, it is possible to observe liquids without the influences of the solid walls of containers. As a crewed microgravity laboratory and test bed, the ISS offers a platform for research on liquids with a variety of applications, from human health to materials, contributing to the ongoing commercialisation of the orbiting lab.
Amyloids are fibrous, extracellular protein deposits found in organs and tissues. They are associated with neurodegenerative diseases such as Alzheimer’s. Results of such experiments could contribute to better understanding of these diseases as well as to development of advanced materials.
MSG operation
The Microgravity Science Glovebox (MSG) is a rack-level facility on the ISS that provides resources and containment for research investigations. It has an airlock, avionics, and a work volume with gloves for crew manipulation. The facility is used for physical science and biological research and offers two levels of containment.
The MSG is operated from the Payloads Operations Integration Center (POIC) and can be remotely controlled from different tele-science centers worldwide. It has transparent walls, cameras for monitoring, and video downlink for real-time observation by scientists on Earth.
Crew members can safely manipulate items inside the sealed work volume by inserting their hands into gloves attached to any of four glove ports on the front and sides of the facility located in the US Laboratory module on ISS.
The orbital lab’s main purpose is gaining scientific knowledge not possible in Earth’s gravity to gain new insights benefitting humans on and off the Earth. Human research and physics are a key part of the microgravity science programme helping NASA and its international partners plan missions to the Moon, Mars, and beyond.
Al Neyadi’s NASA SpaceX Crew-6 members are conducting over 200 science experiments during the six-month space mission that began in March. He has been assigned 19 experiments by universities in the UAE. In April, Al Neyadi had announced his participation in space research to improve the efficiency of treating diabetic foot ulcers through the Maleth project.
Explosion has lasted three years and happened nearly 8 billion light-years away.
A colossal cosmic explosion that took place nearly 8 billion light-years away is the largest ever witnessed, astronomers said on Friday.
Scientists think the blast could have been caused by a cloud of mostly hydrogen gas many times bigger than the sun being sucked into a supermassive black hole.
The gas being swallowed is thought to have sent shock waves through the remaining gas, causing an explosion 10 times brighter than an exploding star, called a supernova.
Although first spotted in 2020 by a facility in California, the scale of the explosion, called AT2021lwx, was previously unknown.
It took place when the universe was about six billion years old.
Scientists from the University of Southampton in the UK used a selection of telescopes run by European nations and Nasa to view and measure the size of the blast.
They concluded it to be the largest on record, having lasted more than three years. Most supernovae are only visibly bright for a few months.
“We came upon this by chance, as it was flagged by our search algorithm when we were searching for a type of supernova,” said research leader Philip Wiseman, research fellow at the University of Southampton.
“Most supernovae and tidal disruption events only last for a couple of months before fading away. For something to be bright for two-plus years was immediately very unusual.”
How was the blast measured?
Measuring the size of an explosion occurring so far away is not as easy as just getting out the ruler.
The team had to analyse the spectrum of light emitted from the blast in great detail to work out distances.
“Once you know the distance to the object and how bright it appears to us, you can calculate the brightness of the object at its source,” said Sebastian Hoenig of the University of Southampton, a co-author of the research.
“Once we’d performed those calculations, we realised this is extremely bright,”
There is so much more to be measured about the blast, including temperature,
Emerging technology may also help the team to test their theory on the causes behind AT2021lwx.
“With new facilities, like the Vera Rubin Observatory’s Legacy Survey of Space and Time, coming online in the next few years, we are hoping to discover more events like this and learn more about them, said Dr Wiseman.
“It could be that these events, although extremely rare, are so energetic that they are key processes to how the centres of galaxies change over time.”
The findings will help astronomers learn more about the early universe.
The James Webb Space Telescope has captured galaxies that were formed only 350 million years after the birth of the universe — the oldest ones ever observed.
An international team of astronomers used data from the $10 billion telescope to make the discovery, with findings published in two studies, including in science journal Nature Astronomy and another on the European Space Agency website on Tuesday.
The data shows the universe when it was only two per cent of its current age.
“It was crucial to prove that these galaxies do, indeed, inhabit the early universe. It’s very possible for closer galaxies to masquerade as very distant galaxies,” said astronomer and co-author Emma Curtis-Lake from the University of Hertfordshire.
“Seeing the spectrum revealed as we hoped, confirming these galaxies as being at the true edge of our view, some further away than Hubble could see. It is a tremendously exciting achievement for the mission.”
The light from these galaxies has taken more than 13.4 billion years to reach us.
This has also helped confirm that the world’s most powerful telescope can make such observations using light from ancient galaxies that has been travelling through our universe for billions of years.
Astronomers used the telescope’s near-infrared camera (NIRCam) and the near-infrared spectrograph (NIRSpec) to make the observations.
Helping to unravel mysteries of the universe
“For the first time, we have discovered galaxies only 350 million years after the big bang, and we can be absolutely confident of their fantastic distances,” said co-author Brant Robertson from the University of California Santa Cruz.
Even though the galaxies are extremely faint because of how far they are, it would still help astronomers explore their properties.
Astronomer Sandro Tachella from the University of Cambridge in the UK, said that the telescope could unlock many mysteries of the universe.
“It is hard to understand galaxies without understanding the initial periods of their development,” he said.
“Much as with humans, so much of what happens later depends on the impact of these early generations of stars.”
The telescope was launched on Christmas Day, 2021, to help reveal secrets of the universe and how it was formed.
The first image from the telescope was revealed by US President Joe Biden on July 11. It showed the galaxy cluster SMACS 0723 as it was 4.6 billion years ago.
Researchers have also been using the telescope to learn more about the solar system and its planets.
Last year, images that showed planet Jupiter in striking detail were released.
The planet, which is believed to have 79 moons, has a unique composition and inner structure that researchers want to study more.
Its atmosphere is made up of mostly hydrogen gas and helium gas, just like the Sun.
The gas giant is covered in thick red, brown, yellow and white clouds, which make it look like the planet has stripes.
HE Saeed Mohammed Al Tayer, MD&CEO of Dubai Electricity and Water Authority (DEWA), has launched the 4th batch of the Master’s Programme in Future Energy Systems & Technology, in cooperation with the University of California, Berkeley USA (UC Berkeley).
This supports DEWA’s ongoing efforts to empower young Emirati employees. The virtual launching was attended by Professor Tarek Zohdi, the Programme Director at UC Berkeley College of Engineering, Dr Yousef Al Akraf, Executive Vice President of Business Support and Human Resources at DEWA, and officials from UC Berkeley and DEWA. With 30 students in the 4th batch, the total number of participants in the programme has reached 173 male and female employees.
In his speech at the launch event, HE Saeed Mohammed Al Tayer, MD&CEO of DEWA, welcomed the students of the 4th batch and commended the strategic partnership with UC Berkeley to build and sharpen the capabilities of the next generation of Emirati engineers and young innovators in clean and renewable energy technologies. He also thanked UC Berkeley professors and supervisors for their efforts and fruitful cooperation with DEWA.
“Dubai has become the hub for innovation and skilled talent thanks to the wise vision and directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. We strive to prepare and empower a generation that will keep pace with the government of the future and has a futuristic mindset, and we adopt a comprehensive strategy to invest in our staff. DEWA launched the master’s degree in Future Energy Systems and Technology with the University of California, Berkeley in 2019. It is a part of our ongoing efforts to consolidate the UAE and Dubai’s role as a leading hub for shaping the future. This programme has been developed as a unique and futuristic Masters programme to educate UAE nationals,”
said Al Tayer.
Al Tayer encouraged the employees participating in the programme to abide by the highest scientific and professional standards, moral values and positivity. He said that the best research faculty from UC Berkeley would teach them cutting-edge subjects, such as Artificial Intelligence, Machine Learning, Renewable Generation Systems, and Cybersecurity, which are necessary to master the disruptive technologies of the Fourth Industrial Revolution, contribute to the green economy transition, and promote climate change efforts.
“We believe that you will greatly benefit from this programme as we aim for technically savvy, competent and future employees who will lead our current and future initiatives. We are counting on you to be sincere, quality-focused, thoughtful, and transformative in your approaches and actions,”
Al Tayer concluded, addressing the students.
Dr Yousef Al-Akraf, Executive Vice President of Business Support and Human Resources at DEWA, said that DEWA is committed to developing the capabilities of its employees and encourages them to learn continuously. To achieve this, DEWA has established partnerships with several prestigious international universities and research centres. He noted that DEWA designed the Master’s Programme in Future Energy Systems & Technology in collaboration with UC Berkeley for Emirati employees to obtain a higher degree in a futuristic and unique domain that allows them to learn advanced topics. These enhance their skills and capabilities to respond to developments, keep pace with changes, and acquire the necessary skills to anticipate and shape the future.
Impress Your Tech-Savvy Family and Friends with LG’s Latest Monitors for Tech Enthusiasts, Professionals and Gamers.
With Eid Al Fitr just around the corner, it is time to remind our loved ones that we are grateful for them. LG Electronics (LG) has the perfect gifts to match different audiences’ needs. Whether you have a tech lover on your list, or those looking for enhanced productivity and becoming masters at multitasking, LG offers an array of innovative monitors that are designed to meet the diverse needs of today’s tech fanatics – gamers, students, business users and multimedia professionals.
Unparalleled Gaming Experience
Take gaming to the next level with the newly launched LG 45” UltraGear OLED Curved Monitor (45GR95QE model). Featuring the 45-inch WQHD (3440×1440) OLED curved display with a 21:9 aspect ratio and 800R curvature, the monitor delivers the stunning picture quality that allows gamers to enjoy a fully immersive experience. With a 1,500,00:1 contrast ratio, DCI-P3 98.5% colour gamut, HDR10 and OLED pixel dimming, it offers true-to-life imagery and accurate colour representation, making it perfect for gaming or streaming. Additionally, the monitor’s industry-leading 240Hz refresh rate and 0.03ms GTG response time ensure blazing-fast speed and smooth gameplay for an unmatched gaming experience.
Enhanced Productivity
For those who spend long hours at their desk, a monitor from LG’s Ergo series would make the perfect gift. The LG DualUp monitor with Ergo stand features two 21.5-inch screens (16:9 aspect ratio) stacked into one single display, saving space on the desk and enhancing work efficiency. The Ergo stand enables easy adjustments of extend, retract, swivel, pivot, height and tilt, allowing users to set the perfect position of the screen for a healthier, more comfortable experience. Furthermore, the monitor’s SDQHD Nano IPS display with DCI-P3 98.5% colour gamut ensures vibrant colour reporudction, making it perfect for multimedia professionals.
Unmatched Multitasking
LG’s UltraWide Monitors are ideal gifts for those who need to accomplish multiple tasks at once. The monitors are available in different sizes, ranging from 25 to 34 inches, offering ample screen space to work on multiple projects simultaneously. LG’s IPS display supports a wide colour spectrum and offers outstanding brightness while providing a wide viewing angle. Additionally, LG’s UltraWide Monitor can become a productivity hub with a variety of connectivity options, including RJ45 (LAN port) for wired Ethernet and USB Type-C, allowing power delivery, data transferring and connection to devices with only a single cable.
The findings will help astronomers learn more about the early universe.
The James Webb Space Telescope has captured galaxies that were formed only 350 million years after the birth of the universe — the oldest ones ever observed.
An international team of astronomers used data from the $10 billion telescope to make the discovery, with findings published in two studies, including in science journal Nature Astronomy and another on the European Space Agency website on Tuesday.
The data shows the universe when it was only two per cent of its current age.
“It was crucial to prove that these galaxies do, indeed, inhabit the early universe. It’s very possible for closer galaxies to masquerade as very distant galaxies,” said astronomer and co-author Emma Curtis-Lake from the University of Hertfordshire.
“Seeing the spectrum revealed as we hoped, confirming these galaxies as being at the true edge of our view, some further away than Hubble could see. It is a tremendously exciting achievement for the mission.”
The light from these galaxies has taken more than 13.4 billion years to reach us.
This has also helped confirm that the world’s most powerful telescope can make such observations using light from ancient galaxies that has been travelling through our universe for billions of years.
Astronomers used the telescope’s near-infrared camera (NIRCam) and the near-infrared spectrograph (NIRSpec) to make the observations.
Helping to unravel mysteries of the universe
“For the first time, we have discovered galaxies only 350 million years after the big bang, and we can be absolutely confident of their fantastic distances,” said co-author Brant Robertson from the University of California Santa Cruz.
Even though the galaxies are extremely faint because of how far they are, it would still help astronomers explore their properties.
Astronomer Sandro Tachella from the University of Cambridge in the UK, said that the telescope could unlock many mysteries of the universe.
“It is hard to understand galaxies without understanding the initial periods of their development,” he said.
“Much as with humans, so much of what happens later depends on the impact of these early generations of stars.”
The telescope was launched on Christmas Day, 2021, to help reveal secrets of the universe and how it was formed.
The first image from the telescope was revealed by US President Joe Biden on July 11. It showed the galaxy cluster SMACS 0723 as it was 4.6 billion years ago.
Researchers have also been using the telescope to learn more about the solar system and its planets.
Last year, images that showed planet Jupiter in striking detail were released.
The planet, which is believed to have 79 moons, has a unique composition and inner structure that researchers want to study more.
Its atmosphere is made up of mostly hydrogen gas and helium gas, just like the Sun.
The gas giant is covered in thick red, brown, yellow and white clouds, which make it look like the planet has stripes.
Startling discoveries by $10bn space telescope — in pictures
Emirati flight engineer on ISS says he will wear it as a symbol of his commitment.
After spending a month on the International Space Station (ISS), UAE astronaut Sultan Al Neyadi today tweeted images of him receiving the prestigious NASA gold astronaut pin.
He shared two images – one of the gold pin presentation ceremony in which NASA SpaceX Crew-6 commander Stephen Bowen can be seen attaching the pin on Al Neyadi’s T-shirt bearing the Expedition-68 patch – and a close-up shot of the gold pin.
He wrote in the post: “It is a great honour for me to be part of this historic mission, representing my country, the UAE, and to receive NASA’s golden astronaut pin. I will wear this pin as a symbol of the commitment I made when I started on this journey.”
NASA lapel pins denote the astronaut corps. Astronauts receive a silver pin on completion of their basic training while they earn the prestigious gold pin by flying into space.From the images, it looks like the gold pin presentation ceremony took place before the Crew-6 became part of the Expedition-6, which officially began last week following Tuesday’s undocking of the Soyuz MS-22 spacecraft in which SpaceX Crew-5 had launched into the ISS.
Meanwhile, NASA said Al Neyadi began this week by focusing his science activities on the ‘Foam and Emulsions’ physics experiment that may lead to newer, more advanced space research and expanded commercial opportunities in space.
Foams (dispersions of bubbles in a liquid) and emulsions (dispersions of droplets in a liquid) appear in many food, consumer, and personal care products and are used in a variety of industries.
NASA said the ‘Structure and Stability of Foams and Emulsions (Foams and Emulsions)’ investigation examines the properties and performance of foams and emulsions, including using particles of various shapes and surface roughness to stabilise these materials. Microgravity enables examination of the microstructures of foams and emulsions due to the elimination of the influence of gravity-related factors such as buoyancy of particles.
Key experiments
After having launched into the ISS along with the three other Crew-6 members on March 3, Al Neyadi has spent a busy first month as part of the longest Arab space mission.
The Mohammed Bin Rashid Space Centre (MBRSC) in Dubai that runs the UAE Astronaut Programme cited key experiments and tasks accomplished by Al Neyadi as the following:
Stowing samples of tomatoes to be analysed, testing medicine that could reverse the negative effects of the space environment on heart cells and tissues, participating in a sleep study, transferring supplies and hardware between the USS and the SpaceX CRS-27, conducting ‘Cardinal Heart 2.0’ experiment and working on the tank that recycles water aboard the ISS.
MBRSC explains final stages of rover prior to landing on Moon’s surface in April.
The Mohammed Bin Rashid Space Centre (MBRSC) on Tuesday announced the successful lunar orbit insertion by Rashid Rover, the first Emirati rover to land on the surface of the moon. The rover is now just one step away from making history.
The iSpace lander carrying the Rashid Rover performed its first lunar orbit insertion manoeuvre in accordance with the mission operation plan, at 5.24am UAE time on March 21, under the direction of lander engineers, MBRSC said.
After a controlled burn from the lander’s main propulsion system lasting several minutes, the manoeuvre was successfully completed.
The insertion into lunar orbit is an important step toward the upcoming milestones of the Rashid Rover, beginning with the remaining 5 subsystem checks.
The completion of all lunar orbital manoeuvres prior to the beginning of the landing sequence, which is scheduled to be announced around late April 2023.
Earlier this month, Salem Humaid Al Marri, director general of MBRSC had announced that the Rashid Rover was expected to land on the Moon’s surface on April 25.
However, on Tuesday said specific information on the date and time of the landing would be announced in the upcoming days.
Rashid Rover Milestones
Post the successful completion of the first milestone, that is the Launch and Early Orbit Phase (LEOP), and the second milestone the cruise phase, Rashid Rover is now on its way to complete the third milestone -the Arrival Phase (Entry, Descent, and Landing).MBRSC said this will be the most intense of all, as the lander will have to land on the lunar surface based on its system’s calculation to stay on course for a specific landing spot on the moon.
The next stage is the Deployment, Commissioning and Drive-off phase. Once the Lander has landed on the lunar surface, deployment, commissioning and drive-off command sessions will begin. Following completion of the post-landing checkout, instrument commissioning and initial data collection will begin.
Following that is the Nominal Surface Operations phase, which is the mission itself. For 10-12 days, the Rashid rover will conduct continuous surface research and image capture.
Two final stages
The two final phases after the lunar day are hibernation and last decommissioning. Then the rover prepares for the lunar night. When the secondary communication is activated, all information captured is downloaded and every effort is made to ensure that no information is missed, before the hibernation phase.
The chances of the rover restarting are slim; however, if the rover is activated after the lunar night then the mission will be extended to operate throughout the second lunar night which will end by the decommissioning phase.
This ambitious mission undertaken by the UAE to study the surface of the moon is considered a gateway for future exploration of other planets.The mission is funded by the ICT Fund of the Telecommunications and Digital Government Regulatory Authority (TDRA) which aims to support research and development in the ICT sector in the UAE.
Launch of National Dialogue for Food Security aims to reduce imports and improve sustainability.
Salmon farming on land, Fitbit-style devices for cattle and acres of greenhouses producing vegetables in a Mediterranean environment — the face of farming in the UAE is changing fast.
With a 70 per cent increase in global food demand expected by 2050, and climate change affecting agricultural production, innovation is proving the key to easing food insecurity.
A campaign by the Ministry of Climate Change and Environment aims to unite businesses with innovation and funding to tackle such issues.
Local farms are at the heart of the National Dialogue for Food Security, which will be supported to become major suppliers in the UAE to help reduce the reliance on imported goods.
There is potential to localise sourcing for many of the UAE’s food needs and to do so in a way that is sustainable, economic and environmentally sound
Sky Kurtz, Pure Harvest chief executive
The project will develop a platform for emerging innovation in food production to improve the use of hydroponic, aeroponic and aquaponic farming that uses minimal resources to produce a high yield of fresh fruit and vegetables while providing a gateway into the mass market.
The drive aims to increase domestic production and self-sufficiency of selected food items and improve the income of UAE farms without compromising food trade.
Under the plan, bodies will increase their purchases of fresh national food products to 50 per cent by the end of this year, 70 per cent by 2025 and 100 per cent by 2030.
Food products and plant varieties identified in the first phase include red meat, poultry, eggs and other dairy products, dates, leafy vegetables, tomatoes, cucumbers, peppers and aubergine. A study is currently being conducted to identify more products for the second phase.
Mariam Al Mheiri, Minister of Climate Change and Environment, Minister of State for Food Security, said recent global crises have underlined the need for promoting food security in the UAE.
“To promote food security, the UAE has taken strategic steps, such as deploying advanced technology to strengthen the local food production sector, enhancing its contribution to closing the food gap and tackling food loss and waste by launching several initiatives, like Ne’ma, to promote the sustainability of national farms,” she said.
“These initiatives aim to enhance food security in the UAE by boosting production and marketing effectiveness for local farms, particularly those following a modern and sustainable approach.”
Ne’ma — Arabic for blessing — is a campaign aimed at curbing food loss and waste by encouraging responsible consumption.
At a meeting on Monday to discuss the latest developments, it was revealed a farm in Maliha in Sharjah had produced more than 15,000 tonnes of protein-enriched wheat.
It is the latest example of how staple foods can be produced sustainably in the UAE.
The planet’s population is expected to swell to 9.5 billion by 2050, with climate change continuing to cause extreme weather events and drought which heavily impact food production.
With freshwater sources also depleting, scientists have turned to innovation to solve these global issues.
The Ministry of Climate Change and Environment’s recent statistics show there are 38,000 farms operating in the UAE.
Total UAE vegetable production is about 156,000 tonnes annually, with more than 500 tonnes of field crops and feed, while fruit production is about 200,000 tonnes.
Domestic production of vegetables currently meets more than 20 per cent of the total demand in the country.
Precision farming, using data science and agricultural engineering, has increased yields, while high-tech greenhouses and vertical farms are reducing the need for water.
In livestock agriculture, gene editing, bio-engineering and smart tech to monitor cattle more closely are being used to increase meat production to keep up with consumer demand and close the food price gap.
Alternative proteins with more food derived from non-animal sources are also likely to become more common, using insects and plant-based meats.
Farming innovation
Health trackers worn by dairy cattle — known as rumination collars — keep track of their health and food consumption, monitoring production and allowing farm managers to oversee a large herd more effectively.
An innovation already in widespread use across the country is salmon farming on land, using huge tanks to replicate the fish’s life-cycle in the wild.
Fish were identified as one of the UAE’s strategic food items under the 2018 Food Security Strategy.
At about 30kg per capita, it has among the fish highest consumption in the GCC, according to the UN Food and Agriculture Organisation.
In 2019, domestic fish made up only 8 per cent of UAE consumption but that is beginning to change, with farmed salmon controlled in freshwater tanks (which are transferred to seawater as they grow) proving an efficient method of sustainable production.
Added to these innovative farming methods, the growing of fruit and vegetables in the arid desert has become one of the biggest success stories.
In huge temperature-controlled farming tunnels and domes, Pure Harvest Smart Farms has created the perfect Mediterranean climate to produce impressive yields of fruit and vegetables in Al Ain.
With temperatures regulated to between 14°C-32°C, tomatoes, green leafy vegetables and berries are produced using only a 30th of the amount of water usually required.
“This shows what can be done,” said Sky Kurtz, chief executive of Pure Harvest, a smart farm producing around 18 metric tonnes of food a week.
“Change [in the way we produce food] will require investment and re-education.
“There is potential to localise sourcing for many of the UAE’s food needs and to do so in a way that is sustainable, economic and environmentally sound.”
By the end of this year, the UAE hopes local farms and producers will be able to supply half of some basic food requirements, such as greens, tomatoes, meat and poultry, with an ambition to double that target by 2030.
“This will require a co-ordinated effort between the government and the private sector,” said Mr Kurtz.
“Many of the technology-enabled food production solutions that are necessary to produce food year-round in the UAE require capital, scale and know-how to deliver.
“The more that the government can do to support the many elements that underpin the fundamental business cases of these solutions, the better.”