NASA developed technology to increase air quality and shelf life of fresh produce

Dubai, July 11, 2009: Aswaaq, an LLC company owned by Dubai Government, has become the first supermarket chain in the GCC to deploy the NASA developed 'AiroCide' Photocatalytic Air Purifying System. The air purifier, which provides clean air in a variety of industries, was deployed in aswaaq's Nad Al Hamar Community Centre throughout its various sections, the supermarket, the distribution centre and the backroom coolers. The installation follows aswaaq's recent acquisition of the HACCP certification and comes in line with aswaaq's continuous strive to ensure that its safety standards meet worldwide requirements.

The 'AiroCide' air purifier is approved by the US-FDA and renowned for its ability to eliminate every type of airborne bacteria. It is being primarily deployed to control the overall quality of aswaaq's perishable food items and to extend the shelf life of its fresh fruits, vegetables, fish and meat. Further, the technology helps vanish all the odours produced by certain products such as fish and recycles the smell through its systems to again release an odourless non-bacteria air.

Commenting on the deployment of the 'AiroCide', Ebtisam Al Khaja, Food Hygiene Manager, aswaaq said:

"Health and safety is not something we take lightly. By ensuring that our air quality is as clean as possible and our produce remains fresh, we aim to increase consumer and staff confidence in our health approaches and to guarantee a healthier environment along with the unique shopping experience that aswaaq provides its customers with. Following the successful implementation of AiroCide in Nad Al Hamar, we are currently planning to install it in Al Mizhar, Al Sufouh and six other branches that we will open this year. "

Aswaaq has also revealed that 'AiroCide' is clinically proven to provide one of the best controls in Health & Food Safety as it eliminates every type of airborne bacteria, mold, fungi as well as all airborne infectious diseases. For customers who suffer from sinusitis, asthma and coughing, the newly deployed 'AiroCide' air purifier is also renowned for decreasing allergic symptoms.

Having recently been awarded the HACCP certification, for its approach to food safety, food handling, storage, processing and display of food items, aswaaq continues to highlight its commitment to safety, quality control and overall objective of providing a superior shopping experience. Aswaaq aims to provide its customers with an ultimate shopping experience where shoppers can be confident about practicing their shopping habits in a cleanest and healthiest environment.

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About Aswaaq
"aswaaq" is an LLC company owned by Dubai government. The "aswaaq" project is a new, innovative concept in the world of shopping and retail, based on small, medium and large-sized shopping centres strategically located at the heart of residential areas. These centres will have lively "aswaaq" supermarkets at their heart complemented by retail shops and will soon become available in all bustling and populated areas of the UAE, providing a wide range of products that meet the requirements of all shoppers regardless of their nationality or age.

Most recently, aswaaq has announced that its supermarket in Nad Al Hamar has been awarded the Hazard Analysis and Critical Control Points (HACCP) certification only after four months of its opening. The supermarket was awarded HACCP for its approach to food safety, food handling, storage, processing and display of food items, and is now recognized as the first supermarket in the GCC to receive the HACCP certification.

The "aswaaq" shopping experience is uniquely defined by the high-quality tailor-made assortments and fresh products offered at fair prices with friendly, consistent and efficient customer service. "aswaaq" is particularly proud of the values upon which it bases its practices, respecting its clientele's freedom of choice, focusing on applying the best international practices, not to mention contributing to the pioneering task of institutions supporting medium-sized and small projects in the UAE. By becoming a major source of products, goods and services, "aswaaq" will play a vital role in local neighbourhoods; providing investment opportunities for UAE entrepreneurs, as well as creating job prospects. Moreover, it will also provide UAE nationals with the opportunity to become major importers and suppliers.

"aswaaq" will also give back to society by setting aside a certain percentage of the net profit for social and community services.

For further information, please contact:
Hind Al Falasi
Relations Manager - aswaaq
Direct: +971 4 4234030
Email: hind.alfalasi@aswaaq.ae

Maan Dalghan
PR Account Manager - O2 Public Relations
Mobile: +971 0504735351   
Phone: +971 43122777 
Fax: +971 43122788
Email: maan.d@o2pr.net

© Press Release 2009