The UAE is a country of rich culture and tradition. Famous not only for its breathtaking architecture, the tallest building and the biggest mall of the world, the UAE is also is known as the Land of Dates.

Dates represent the history, culture, heritage, religion, and agriculture of the United Arab Emirates like nothing else. In fact, the UAE counts more than 40 million date palms and around 199 different varieties, that together produce more than 76,000 tons of dates yearly.

This becomes currently evident all around the country, with the dates harvest season approaching. Dates are only harvested once a year, and can then, when processed and stored correctly be kept for up to a year good for consumption.

“The Date industry has witnessed exponential grown year on year since 2010 and while the noble date fruit is being discovered by the western world as a power food and healthy snack, these numbers are only surging!” states Tina Memic, Managing Director of the Brand Consult and proclaimed Dates Expert.

Tina Memic works since more than a decade in the dates industry in the UAE, focusing on this unique niche. She is the only female dates specialist the UAE has to offer. 

“From Farming, to processing and retailing - this industry completely fascinates me.

World-wide, there are more than 600 different varieties existing. The date palm grows in the height of summer, withstanding the most challenging weather conditions, to then produce one of the healthiest and sweetest fruits available today! That is incredible!“ Mrs. Memic raves.

Dates are indeed a power fruit of nature. Packed with vitamins, minerals and antioxidants, it is scientifically proven that dates support a strong immune system and boost our health.  

Tina Memic, as Date Ambassadress is on a mission. She wants to make todays Dates tomorrow’s Banana. “Dates should be part of every healthy household!” just as the Arabic proverb states “A house without Dates is an empty house!” Mrs. Memic has therefore created the only online directory for dates called the Dates Encyclopedia that shares information and educates its visitors free of cost. She furthermore conducts regularly date tastings and workshops to share her knowledges about the “forgotten fruit” with a wider audience.

Memic, the Former  COO of Bateel International knows what it takes to make a brand a world-class player and is currently consulting date producers in the Middle East and USA to help them retail their products on the Arabian Peninsula and far beyond. Among them famous Emirati and Saudi brands that want to further develop their network, position their brand and gain further market share. 

“The Date Business in the Middle East hasn’t reached its full potential yet. I am so excited to see the steep market growth taking place despite economic challenges and am very confident that with the Expo 2020 we will welcome millions of visitors to the UAE that then will be able to experience our local hospitality, and culture and of course taste our Emirati dates!”

Tina Memic, born and raised in Germany is a UAE citizen since 2005. She has worked with major retailers and developers in the region to successfully build and position brands, develop the market space and boost our local economy.

The Brand Consult is a boutique consultancy located in the heart of Dubai.

A unique concept set up to not only help organizations to tackle the everchanging socio-economic challenges, but to change the way business is conducted in the Middle East.

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