- ‘Ramadan Moments’ campaign shares heart-warming family moments while shining light on the importance of nutrition & wellness over the holy month
- Video guides, shared recipes & expert-led nutritional advice aim to promote good eating habits
- Trio of star families – including Dubai One’s Dina Butti – feature in wellness campaign
- Minimising food wastage is also key for a brighter Ramadan for all
Dubai, UAE: Ramadan is a time for giving and reflection, when families around the world connect and practice shared values, spiritual wellness and cherished traditions.
In line with the values and teachings of Ramadan, Dole Sunshine Company, Food & Beverage Division ME has partnered with three families in the UAE to share their favourite memories and traditions for Ramadan. In addition to sharing their fondest Ramadan moments, the families advise for good nutritional eating habits designed to help you stay healthy and happy during the holy month – all the while helping reduce your food waste, too.
Dole Sunshine Company – known for their delicious packaged fruits, juices and fruit bowls – has recruited Dubai One TV presenter Dina Butti, Abu Dhabi-based mother-and-daughter bakery owners Samia Madani and Mira Sleiman – best known as Yummy Bakes – and Pakistani social media star Wassay Mughal to help spread the word on how adding fruity goodness to Iftar and Suhoor meals can increase nourishment, hydration and help those fasting feel fuller for longer.
The trio and their families appear in a series of videos launched on @DoleMiddleEast social media channels sharing intergenerational advice on how simple, delicious ingredient swaps and additions can have a significant impact on keeping people energised throughout Ramadan – without having to compromise on traditional or favourite foods.
As well as some tasty recipes, the three families also share what they have learned about nutrition and wellness from their parents and elders as part of the Ramadan Moments series, which also aims to help minimise food waste over the holy month by highlighting opportunities to incorporate excess ingredients in different, creative ways.
The initiative comes as Dole Sunshine Company seeks to take a leading role in highlighting the benefits of nutritional meal choices in helping you feel refreshed, hydrated and satiated during Ramadan, with ingredients like fruit being able to play a major role in that.
Alpaslan Uzmez, Vice President & Regional General Manager of Food & Beverage Division at Dole Sunshine Company, Middle East, said: “Ramadan is a truly special time of the year, when we come together as families in a month full of faith, reflection and kindness.
“This year, we’re helping remind those fasting on how we can make every day brighter for ourselves and for those around us, through the food we consume during the holy month. Good nutrition is a fundamental human right, and at Dole, we believe it should be like sunshine – available to all.
“We wanted to be authentic in delivering the message of this year’s Ramadan campaign, so we leaned into the fact that older generations tend to pass on advice and wisdom to younger generations – and vice versa. So, throughout Ramadan, we will share tips so everyone can get involved and feel the sunshine, with three different families leading that charge.”
Research suggests that almost a quarter of food purchased goes to waste[1], placing additional strain on the environment. At the heart of Dole’s campaign is a selection of recipes rich in nourishment, helping reduce the need for excess food.
TV star Dina Butti, who appears in the campaign alongside husband Omar, sons Faris (7) and Amir (5), and parents Mohamed El-Gamal and Amina Hedaiat, said: “What Dole is trying to encourage with their Ramadan Moments campaign struck a chord with my family. For as long as I can remember, my parents have always ensured that we understood and appreciated the importance of eating a well-balanced diet during Ramadan, and minimizing food waste, from a perspective of faith and well-being.
“Those are the same lessons Omar and I now share with Faris and Amir, along with new learnings and traditions we’ve picked up, so to bring that advice to a wider audience with Dole is something I’m really excited about.”
As one of the world’s largest fruit producers, Dole Sunshine Company is driven by the purpose of bettering the world through nutrition and delivering safe, high-quality food that is good for the people, the planet, and shared prosperity.
