UAE's first plant-based meat producer sets sights on global expansion

Al Etihad

18-05-2025

18 May 2025 22:07
MAYS IBRAHIM (ABU DHABI)Switch Foods is breaking new ground as the UAE's first and only homegrown plant-based meat producer, offering allergen-free alternatives that support the nation's food security goals. The Hub71-backed startup is eyeing global expansion under the banner of food made in Abu Dhabi. Founded in 2022 by Edward Hamod – following a family health crisis and nearly two decades in the food industry – the company was born out of a growing awareness of the health risks associated with conventional meat consumption."I realised I should stop looking at what I do for a living as just profit and loss, but as a way to create impact," he told Aletihad in a recent interview.Hamod noted that traditional meat is linked to serious health risks like cancer, heart disease, and obesity. Processed meats are considered "carcinogenic to humans", according to the World Health Organisation (WHO). Around 34,000 cancer deaths per year worldwide can be attributed to processed meat, based on 2015 estimates by the Global Burden of Disease Project, an independent academic research organisation. Switch Foods' products are 100% plant-based, allergen-free, and designed to fit Middle Eastern tastes, Hamod said, pointing to a key differentiator in a market where global competitors often miss the mark. Instead of Western-style burgers and sausages, the company focuses on regional staples like kebab, kafta, and shawarma. "We wanted to create products that fit local diets at price points people can afford," Hamod said.Switch Foods launched its first products in the UAE in June 2023 and has quickly become a market leader, capturing 35% of the plant-based meat market in the UAE and up to 65% in other regional markets like Lebanon.
How the Products are Made The company's approach to production involves sticking to a short list of ingredients, like parsley, tomato, and onion, with no artificial additives or preservatives.Its primary ingredient, pea protein, is processed through a clean, proprietary method that involves fractionation and extrusion to create the desired texture. The result is a product free from cholesterol, antibiotics, hormones, and GMOs."We're not trying to turn everyone vegan," Hamod said. "We simply want to offer an alternative with the same savoury taste without the harm or guilt."
Homegrown Protein for a Food-Secure Future By strengthening local food production capabilities, Switch Foods aims to advance the UAE's food security goals. "We believe that producing protein locally is a major food security advantage," said Hamod. A 2024 release by report by the Dubai Future Foundation (DFF) outlines how alternative proteins could enhance food security in the UAE.Titled "Mission possible food security – A role for alternative proteins", the report cites data showing that 374 million tonnes of meat will be needed to meet global demand by 2030 because of rising average income and a growing global population.According to the report, the market share of the plant-based meat sector has been steadily increasing, with a projected compound annual growth rate of 20.6% globally by 2030. The global plant-based meat market was valued at $19 billion in 2019, with the MENA region accounting for $176.5 million. This figure is expected to grow in the next few years in the region, with some analysts estimating it will reach around $380 million.The National Food Security Strategy 2051 aims to establish the UAE as a world-leading hub in innovation-driven food security."Given its harsh desert climate, large-scale agriculture doesn't work in this region," Hamod said. "We've managed to produce leafy greens and vegetables using hydroponics and vertical farms, but never really protein - until now."Switch Foods has gained significant traction in the UAE, partnering with major retailers like Carrefour, Spinney's, Lulu and Grandiose, along with many local restaurants.
The company seeks to become a key player in the global plant-based protein market, leveraging Abu Dhabi as a launchpad for global exports.