ADFCA Launches Smart Shopper Campaign
ADFCA Launches Smart Shopper Campaign
7/28/2011 12:00 AM

Initiative Aims to Educate the Consumers on the safest Shopping Practices

Abu Dhabi Food Control Authority (ADFCA), launched today the �Smart Shopper� Campaign. This initiative, which comes as part of its food safety campaign planned for this summer, is line with ADFCA�s mandate to leverage food safety in the Emirate of Abu Dhabi.

The campaign aims to educate consumers on the safest food shopping practices, encouraging and motivating them to follow these practices via highlighting the benefits of adopting safe shopping practices. Besides, the campaign will shed the lights on some negative consumer behaviors when shopping for food and ways to improve them.

HE Mouza Al Muhairi, Executive Director of Food Safety Sector at ADFCA, said: �The Smart Shopper Campaign aims to educate consumers regarding the most important safe shopping practices and how to go about it when shopping for food. The campaign also highlights the diseases associated with wrong food handling.�   

 ï¿½We hope this campaign will achieve its objectives to promoting consumers� awareness on safest practices. We aim to achieve this through a comparative approach that shows safest and wrong practices in parallel�, she added.

Mohamed Abdulla Al Fardan, Deputy Director, Communication and Community Service Department at ADFCA, said: �We will be reaching out to consumers through radio and print advertisements, in addition to flyers to be handed to consumers directly at all the popular supermarkets in the Emirate. The messages will include awareness to encourage people to follow the right shopping approach whilst avoiding negative consequences.� 

The sector is responsible for monitoring all aspects of food safety in the Emirate of Abu Dhabi. It monitors food establishments on the basis of risk assessments while it regulates agriculture by bringing the farming practices in line with international best practices (in commercially run farms and animal production firms).  The responsibilities of the sector also encompass the implementation of approved measures for containing food safety-related crises and resultant diseases in coordination with internal and external agencies. It also enforces the recall of food products found defective. The sector also conducts all the laboratory tests (physical, chemical, radiological and micro-biological) for ensuring the safety and quality of foods, in addition to extracting samples for laboratory analyses as per the mechanism adopted by the Authority. 

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  • Last Updated On: Jan 07, 2014