The United Arab Emirates (UAE) is experiencing a surge in demand for organic products, with expectations to rise by 13% by 2024, particularly in fresh fruit and vegetables. These products are already essential for over 50% of the population. The demand is influenced by factors such as sustainability, origin, and brand, making premium and branded organic products more appealing. Werner Castiglioni, director of Biosüdtirol, a cooperative producing organic apples, highlights the UAE's modern market as open to premium ecological segment products.