الشارقة 24:
The Sharjah Food Authority’s initiative “Ijtafa,” represented by its brand “Saba Sanabel,” showcased the success story of organic wheat grown in Sharjah at one of Europe’s premier exhibitions for bakery and confectionery industries, “Zukunftsmesse 2026,” held in Stuttgart, Germany, from 24 to 27 October 2026.
From Desert to Agricultural Innovation
Under the theme “From Sharjah to the World,” this participation highlighted the emirate’s achievements in transforming desert landscapes into productive agricultural spaces. This success stems from ambitious vision, innovation, and sustainable farming practices that support food security and bolster local production.
A Model of Success
“Saba Sanabel” presented a comprehensive model of this journey, demonstrating the process from growing organic wheat to using organic flour to produce professional baked goods in Germany. This narrative encapsulates an Emirati success story characterised by willpower and investment in knowledge and modern agricultural techniques.
Global Presence and Knowledge Exchange
Ahmed Al Suwaidi, Director of Institutional Communication Office at “Ijtafa,” affirmed that their presence at the exhibition was not solely about promoting “Saba Sanabel” products and showcasing their quality. The participation also aimed to enhance the international presence of the brand, facilitate the exchange of experiences and knowledge, stay abreast of the latest baking technologies, and foster professional relationships that support continuous innovation and development in food products.
Highlighting Quality and Versatility
The exhibition served as an international platform to display the quality and versatility of “Saba Sanabel” flour. Through practical applications and experiences in baking, the brand engaged with industry specialists, professional associations, and international experts in the bakery sector.
A Commitment to Sustainable Food Production
This participation exemplifies the Sharjah Food Authority’s commitment to advancing sustainable food industries, showcasing the capability of local agricultural products and ingredients to meet the needs of the organic food production sector while adhering to the highest global quality standards. This initiative solidifies Sharjah and the UAE’s role in shaping a more sustainable future for organic food production.