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Sunday, 23 November 2014

A Little Story That Needs To Be Told & Quotes That Should Be Considered

As you know it is that time of year again, when the season is right for picking the produce that's been growing in the farmers' earth. Yes, it is that time of year again when 
And we cannot get more excited!! :))

So I am keeping you posted with The Farmers' Market On The Terrace news this week, posting a video everyday up until Friday so keep an eye here!
(meanwhile will be editing the videos and preparing the posts of the Italian Cuisine World Summit to post shortly after).

Really so much excitement going on at the moment here at dimasharif.com so stay tuned ;)




A Celebration of The Ritual of Growing

(The Farmers' Market On The Terrace - Season 6)

The Farmers' Market On The Terrace

Since 2010, The Farmers’ Market On The Terrace has nurtured and celebrated the ritual of growing and gathering bringing people together in order to help sustain, grow, restore society, community, and in so doing, help mend the fabric of our lives, nutrition.

Yael Mejia, food consultant to Baker & Spice Dubai and the Farmers’ Market champion, says: 

“When I came to Dubai to set up Baker & Spice as 2008 was drawing to a close, one of my first tasks was sourcing local and regional fresh produce.
“This is one of the guiding principles of our kitchen and I had no intention of changing course. I knew there was farming here and I just had to find it and connect.
“It took a year of investigations, phoning, cajoling, travelling in the desert, begging, and we ended up working with three farms. They delivered fantastic produce to our kitchens, mainly vegetables. 
“The “field to fork” concept had landed in Dubai. Customers started asking questions about how we were making our food and when told about our direct farm supplies their disbelief made me think about sharing the news and the produce.
“We set a date and went to the press. The media storm was incredible and 4000 people turned up that first Friday to shop. Everyone chipped in to give local produce a much needed boost and the connection between small farms and consumers has, ever since that very first market, helped invigorate and strengthen a local food system that may have languished in favour of supermarket supremacy. In retrospect we changed the conversation about food in the UAE, forever.
“We had 4 farmers at our first market. It was the end of April, the end of the growing season really, and after 3 weeks it just got too hot and stuff was running out. Seven months later the market was back for a full season, it was fantastic and over the ensuing four years it has become a favorite winter fixture.
“The knowledge that the produce is organic, local, of such amazing quality and so cheap, has resonated with people who are concerned about what they put in their mouths and how they feed their children.
“Being able to connect directly with the people who grow the food we eat is something most people think is important. Many global food scandals have contributed to this global concern.
“Having pioneered the farmers’ market revolution, many other markets have followed in our footsteps and as a result it is now far easier to access local organic produce in Dubai.
“All over the world farmers markets have made a comeback. Unfortunately commercial pressures here and abroad mean that even in my local ‘farmers market’ in London, most stalls are not manned by farmers, but by market traders who move around from market to market trading other people’ products.
“It is rather perverse that in a country where farmers don’t proliferate, we managed to keep The Farmers’ Market On The Terrace true to basic principles. It is a farmers’ market in the correct sense of the word, still the only one in the UAE.
“The apostrophe matters here; this market belongs to the farmers, and is for them. As a community led initiative, not a business, they don’t get charged to attend. By cutting out the middlemen, farmers are able to keep prices competitive with – or even lower than – those found in supermarkets. Every season brings with it more varieties of vegetables. The farmers are surprisingly adventurous and are attuned to trends through their direct conversations with shoppers.

“It is a joy seeing old friends and like-minded people learning to love the people behind their food. My favorite time of the week is without a shadow of a doubt 8am on a Friday morning, standing in the garden and watching the market coming together. All my triggers are laid out in front of me. And in my mind, I am cooking and putting together the salads and pots of the coming week.
“To a chef this is heaven. Food is a great leveler. We all have to eat. Bringing people to the table is an oft-used term applied to everything these days. But the essence of it, the source, has everything to do with sharing resources, be they plenty or meager, sharing of food, conversation and ideas.”


Watch the video below (Arabic & English subtitles included) and hear what the mothers, home cooks and even husbands are saying about "The Farmers' Market On The Terrace". Hear them tell you all about the quality of the farm-fresh produce, the fair prices, the actual shopping experience and buying from the farmers themselves (no middle man) and the amazing sense of belonging to this community. 
This is why the people LOVE this farmers' market and recommend it to YOU :)

This Friday 28th is the opening of 
The Farmers' Market On The Terrace, 6th season 
so make sure to be there and drop by to say hello, as I will be there too ;))

The Farmers’ Market On The Terrace returns on: Friday, 28th November and is held every Friday, in the shade of a beautiful avenue of palm trees, from 9am until 1pm, until the season ends at the end of May 2015.

About The Farmers’ Market on the Terrace 
The Farmers’ Market On The Terrace continues to create a new standard for legitimate, certified, locally grown, organic, fresh, authentic, sustainable, ethical produce. It remains true to basic principles and is a farmers’ market in the correct sense of the word and still the only one in the UAE. It is a market by the farmers, of the farmers and for the farmers. All generated income goes to the farmers directly, and farmers are do not pay to participate.

About Yael Mejia
Baker & Spice food consultant Yael Mejia is responsible for spearheading the very first locally inspired community-based farmers’ market initiative in Dubai. She continues to lead the discussion on local agriculture and its importance as part of the global food solution.

Relative Links & More pics to feast your eyes

Pics from the launch of the market's 6th season, Nov. 2014



Come back tomorrow for the new video ;)