How will Abu Dhabi’s new “Premium Food Mark” change the way UAE residents shop for chicken, and will consumers trust local poultry brands more because of it?

Retailers and producers say the new government-backed label, launched by the Abu Dhabi Quality and Conformity Council, will help shoppers quickly identify locally produced poultry that meets higher standards for food safety, freshness, sustainability and production quality beyond basic regulatory requirements. Beginning in June 2026, certified chilled chicken products carrying the “Premium Mark” will appear in stores as part of a phased rollout involving selected Abu Dhabi poultry producers. Industry experts say UAE consumers are becoming increasingly conscious about where their food comes from and how it is produced, with growing demand for trusted local brands and premium-quality products. Supporters believe the initiative could strengthen confidence in UAE-made poultry and help local producers compete more effectively against imported premium chicken brands, while shoppers may now pay even closer attention to certification labels when making purchasing decisions.

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