Al Ain Farms Group.Al Ain Farms Group (AAFG) has entered a partnership with VICE Media to develop its brand and connect regional audiences to sustainable, locally-produced food.
By leveraging cultural expertise and storytelling prowess, VICE Media claims it will bring its understanding of culture and authentic storytelling across global markets to bridge the gap between agriculture and contemporary consumer values.
The collaboration taps into VICE’s ability to make complex topics accessible and relevant to diverse audiences and stakeholders, through strategic brand positioning and cultural insights that will shape the future of the company from the inside-out.
“We’re developing a brand strategy that helps AAFG reach the audiences that matter,” said Tarek Khalil, Regional Managing Director at VICE Media. “This isn’t just about marketing — it’s about brand evolution and cultural translation.”
AAFG recently unified five of the UAE’s most trusted names – Al Ain Farms, Marmum Dairy, Al Ajban Chicken, Al Jazira Poultry Farm, and Saha Arabian Farms – creating an entity that aims to be rooted in Sheikh Zayed’s vision and the nation’s resilience to farm in the desert, becoming a regional corporate brand.
“This partnership with VICE comes at exactly the right moment, as we unite five national food brands under one umbrella,” said Milana Boskovic, Director of Marketing and R&D at Al Ain Farms Group. “Our legacy is rooted in care, quality, and sustainability – and now, we’re ready to bring that legacy to the world.”
Through VICE’s brand development capabilities, content creation, and multi-platform approach, AAFG will soon roll out a bold new brand identity that reflects its transformation into a unified national food champion with global ambitions.
“We understand how to build brands that make sustainability stories resonate with young consumers, how to honor heritage while speaking to modern values, and how to cut through the noise in today’s media landscape,” Khalil said. “AAFG has the substance; we’re here to develop a brand that connects authentically with the people who need to hear it.”
Combining VICE Media’s expertise in culture and storytelling, and the proud heritage of AAFG, the collaboration aims to create purpose-driven positioning that is relevant to audiences in the UAE and abroad.
“This collaboration marks a bold new chapter, helping us shape a brand that honors our national heritage while resonating with global audiences,” said Boskovic. “Our vision is to feed nations, and with VICE, we’re telling that story in ways that are both authentic and impactful – while staying true to who we are and what we stand for.”
The partnership kicks off immediately, with joint work already underway on brand-building initiatives and storytelling campaigns set to roll out over the coming months.
