Bahrain has a surprising amount of local agriculture, producing a wide range of fresh vegetables and fruit together with abundant fish and seafood. Additionally, the country enjoys increasing numbers of hydroponic farms producing tomatoes, lettuces and cucumbers. But this produce rarely makes its way into major supermarkets, being sold from roadside stalls and local markets while the majority of supermarket shoppers purchase fresh goods flown in from around the world.

With such produce having a very high carbon footprint as a result, and being very far from organic, it made perfect sense to promote fresh, organic, local produce - and to integrate it into our supply chain. So we created a brand that encouraged people to think, to buy local and cook local... We organised endorsements from celebrity chefs (with local integration into their restaurants), made local producers 'stars' and merchandised the heck out of it. Stickers on produce, recipe cards, adverts and point of sale all contributed to the cause. Farmers and fishermen were delighted because their produce was now being displayed and sold in Alosra supermarkets.

A win for the farmers and the fishermen. A win for shoppers and a win for our planet. Sometimes if you stop and think, great ideas do grow...