“Ektifa” and Air Arabia satisfy organic product-lovers

Sharjah24: On Thursday, the Sharjah Agricultural and Livestock Production Establishment (EKTIFA), which is part of the Department of Agriculture and Livestock, introduced a range of its organic products in partnership with Air Arabia. In response to a spontaneous video message from a passenger expressing her desire for such products, these items will now be available on board the airline’s flights.

A new agreement for organic offerings in the skies

Ektifa has entered into an agreement with Air Arabia to provide its locally produced organic products for use on the airline’s routes. Dr Eng Khalifa Musbah Al Tuniji, CEO of Ektifa, conveyed his delight with the partnership, emphasising its alignment with the vision of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, a Supreme Council Member and Ruler of Sharjah, to guarantee that the community has access to safe and healthy food.

Beyond a mere business endeavour

Al Tuniji emphasised that this collaboration goes beyond mere trade. The project serves as a chance to highlight the significance of organic food to passengers, turning the aircraft cabin into a venue for health education that travels worldwide.

Preliminary offerings and strategies for growth

Dr Abdulrahman bin Taliah, Director of Executive Affairs at Air Arabia, announced that organic products will be offered from the departure lounges at Sharjah International Airport for all flights operated by the airline. The current offerings consist of infant formula and long-life organic milk, with plans in place to broaden the range in the future.

Acknowledging the spark behind the initiative

In a statement to Sharjah 24, bin Taliah expressed his gratitude to the passenger whose impromptu video sparked the change. He affirmed that her wish has been acknowledged and realised, highlighting that this initiative demonstrates Air Arabia’s dedication to considering passengers’ feedback and transforming it into concrete enhancements.