Agricultural Marketing in the Western Region of Abu Dhabi, United Arab Emirates: Attitudes and Perceptions Dr

AGRICULTURE AND BIOLOGY JOURNAL OF NORTH AMERICA ISSN Print: 2151-7517, ISSN Online: 2151-7525 © 2010, ScienceHuβ, http://www.scihub.org/ABJNA Agricultural marketing in the western region of Abu Dhabi, United Arab Emirates: attitudes and perceptions Dr. Robert M. Arthur and Dr. Saif Al Qaydi Dept. of Geography, United Arab Emirates University [email protected] and [email protected] ABSTRACT A questionnaire was administered to farmers of the Western Region of Abu Dhabi to determine farming practices as well as perceptions and attitudes toward expanding their marketing reach into other Gulf Coast Council countries. This region is targeted for expansion by the Abu Dhabi government. As very little research has been performed in this region an overview of the area is presented followed by a discussion of satisficing theory that will be used to interpret the farmer’s responses. The overwhelming majority of farms in the region are part-time or hobby endeavors thus the farmers enjoy many benefits that cannot be measured in monetary terms. Descriptive and quantitative procedures examined attitudes toward expanding marketing strategies. Logistic regression provided several models that revealed farmers preferences. This allowed the researchers to compare attitudes and perceptions to current activity and government policies. Many barriers to full-scale commercial agricultural production exist and were presented. Due to these barriers, the prevailing opinion of farmers in the region, the government programs were considered a success for the most part. Keywords: Satisficing, policy, marketing. INTRODUCTION The results of the questionnaire indicates two types of attitudes to the marketing of farm produce. One A questionnaire administered and analyzed by the type is content with things as they are and appear to authors reveals that the agricultural industry in the fit into the satisficing category while a much smaller Western Region of Abu Dhabi has not progressed to group wishes to enhance their marketing potential. the point where it can boast having large-scale These would fit into the maximizing category even commercial farms. All farms are owned and operated though they still operate their farms as part time as either hobby or part time farms to supply their enterprises. After analyzing the responses to a owners, who are mostly engaged in other full time questionnaire which seeks to understand the occupations, with supplemental income and the perceptions and attitudes of the farming community pleasure of engaging in this rural activity. The size of several concerns were raised as to the future the farms in land area is reflected in the lower development of this industry. Government policy was revenues, even though some have installed reviewed in light of the fact that satisficing is the greenhouses and modern irrigation methods to strategy of the majority of the farmers in this region. produce crops that are more valuable. This lower size and revenue makes it difficult to invest the large The Western Region of Abu Dhabi: The Western amount of capital to create large-scale commercial Region of Emirate Abu Dhabi is the largest region in farms. The reliance on government subsidies, the United Arab Emirates (UAE). The region has technical assistance and marketing appears to result several main towns and villages as well as many in a class of farmers more content with satisficing islands in the Arabian Gulf. Most of this region’s behavior rather than profit maximization. This paper towns and villages are located in the desert area examines the present state of farming in the Western which is known as the Rub Al Khali, or Empty region of Abu Dhabi, its importance to the Quarter. It is the largest expanse of sand desert in government of Abu Dhabi and the role of perceptions the world and has a hostile arid climate. Madinat and attitudes toward marketing of farm products Zayed, Liwa, Baynounah, Ghayathi are located deep grown in this region. Present marketing practices will inside the desert area, while Al Marfa, Al Ruwais and be examined as will the role of government subsidies Al Sila lay at the water front (Arabian Gulf). Dalma, that are used to promote agricultural production and Abul Abyadh and Sir Bani Yas are amongst many of settlement in this, the largest region of Abu Dhabi. the islands located in this region. Some of these Agric. Biol. J. N. Am., 2010, 1(4): 458-468 islands (Dalma) are populated while others, such as in the Western Region of Abu Dhabi. This move Sir Bani Yas are used for tourism purposes as the would facilitate the government’s intentions to entire island is a nature reserve with a resort hotel modernize and develop the economic activities. complex. These measures will integrate the Western Region’s economic development into that of the UAE In 1977, the previous ruler of Abu Dhabi issued the economic plans. Also, the Western Region (Liwa) has Emiri Decree No. ( 2 ) to set up the Ruler’s been selected to be Abu Dhabi’s main water storage, Representative Court for the Western Region. The where 7 million gallons of distilled water will be ruler selected Madinat Zayed to be the headquarters injected into underground storage (Al Khaleej, of the Court as it has a geographical location in the 20/6/2009). This project has potential to be utilized middle of the region as well as it was the highest for farming purposes in the future. populated city in the region at that time. According to the decree the Ruler’s Representative in the Western The Western Region is surrounded by Abu Dhabi Region shall look after the agriculture and animal region at the north, the Eastern Region in the East. resources in the region (www.rrcwr.gov.ae). On Qatar and Saudi Arabia surround the Western 14/6/2009, the Ruler of Abu Dhabi appointed Sheikh Region from the west and from the south where it is Hamdan Bin Zayed to be the Ruler’s representative bordered by the Saudi Arabia territories (Figure 1). N Ghantoot Ar a bian Gulf Ajban Abu Dhabi Dalma Nahdha A l - A i n Mafraq Ruwais M irfa Al Khatam S i l a G h a y a th y M a d inat Zayed Bid Zahed B a i n o o n a Om a n Western Region Liwa Umm Al Zamoul Sa u d i A r a b i a F o r e s t 0 50 100 KM F a r m s R o a d s ++ Fig 1: The Geographical Location of the Western Region of Abu Dhabi Farming activities in the UAE: Farming activities are high and economic opportunities are low. one of the oldest economic activities in the UAE Furthermore, being an Islamic nation, the Bangladesh (Henderson, 1990). However, due to the oil wealth immigrants share this important cultural activity many of the Emiratis prefer to work in some other allowing them to assimilate easier. Coupled with the sectors of the economy. In recent times, the majority large differential in incomes between the two, Emiratis of the farm laborers immigrate from the Indian Sub- can benefit from inexpensive labor whereas the Continent and other Arab countries. Research Bangladesh immigrant benefits from a higher salary indicates most are from Bangladesh where poverty is than possible at home. In the past most of the 459 Agric. Biol. J. N. Am., 2010, 1(4): 458-468 produce was consumed locally and many of the These farms produce more than 2.2 million tons of families were self-sufficient subsistence farmers farm crops worth more than 4 billion Dh or $US 1.09 growing such crops as tomatoes, onions and billion (Table: 2). Although these farms and their eggplants. Presently most of the Abu Dhabi farm produce are from the entire Emirate of Abu Dhabi the product is imported from overseas, except for a few majority of these farms and their products come from local crops e.g. dates. In 2007, 62 % of the total UAE the Western Region of Abu Dhabi. farms where located in the Abu Dhabi Farming Region. This reflects the large area occupied by Emirate of Abu Dhabi (Table: 1). Table 1: Number & Area of Farms in the Whole UAE farming Areas in 2007 Area : Donum (One donum is equal to 1,000 square meters, or .10 hectares, 10 acres.) Region Active Farms Inactive Farms Active Farms No Area No Area No Area Abu Dhabi 21,361 2,081,935 1,837 75,201 23,198 2,157,136 Central 5,537 146,338 1,128 76,989 6,665 223,327 Northern 2,929 93,562 692 14,594 3,621 108,156 Eastern 4,708 70,468 390 4,790 5,098 75,258 Total 34,535 2,392,303 4,047 171,574 38,582 2,563,877 Source: http://uaeagricent.moew.gov.ae/STATISTICS/2007stat.stm Table 2: Agricultural Area, Quantity & Value in Abu Dhabi Farming Areas in 2007 Area: Donum, Qty.: Tons, Value: 1000 Dh. Region Item Vegetables Fruits Crop & Fodder Total Area 7,221 1,727,233 174,185 1,908,639 Quantity 39,118 597,294 1,577,752 2,214,164 Abu Dhabi Value 60,183 1,431,645 2,560,847 4,052,675 Source: Abu Dhabi Municipality, Agriculture department (Al-Ain, Ministry of Water and Environment. http://uaeagricent.moew.gov.ae/STATISTICS/2007stat.stm Government Role in Farm Crops Marketing: Land So it can be seen that the government plays a use in the Abu Dhabi Emirate is governed by the Abu prominent role in supporting agricultural activities in Dhabi Municipality which is in charge of the farming Abu Dhabi.

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