DM releases video on vision 2020 for food safety

Sajila Saseendran (senior Reporter)
Filed on November 26, 2014
DM releases video on vision 2020 for food safety

The video depicts the story of a family that lands in Dubai and searches for the right restaurant.

How will the dining experience in Dubai be like in 2020, when the emirate hosts the World Expo and welcomes millions of visitors? Well, you can now watch the visualisation of the likely experience in a video released by the Dubai Municipality.

Launched at the recently held 9th Dubai International Food Safety Conference, the video is now uploaded on YouTube ( for the public to get a sneak peek into the Food Control Department’s futuristic vision for food safety in the emirate.

The 3.30-minute-long video depicts the story of a foreign family visiting Dubai for Expo 2020.

The male character Jason Ray’s family arrives at Dubai World Central Al Maktoum International Airport on June 14, 2020. The Rays are then seen climbing the Expo Rider and roaming around the magnificent Expo site.

In a while, Ray’s son feels hungry, prompting his father to do a search for Dubai eateries on his mobile. The search result shows the restaurants listed along with their grades A and B, indicating the recent decision by the municipality to have only A and B graded eateries, which denote excellent and very good ratings in food inspections, in the emirate by 2020.

Ray selects a restaurant named The World and then finds its location through the municipality’s own digital map “Makani.”

Inspection stickers

As the family reaches the outlet, they notice a green sticker with a pass mark and a thumbs-up sign by Food Control Department’s mascot Mr. Safe. Another sticker denoting the A grade is also stuck at the entrance. The department announced at the conference that such stickers will be issued to all food outlets in Dubai from 2015.

In the video, Ray’s wife asks the PIC (Person-In-Charge) what the A grade and thumbs-up sign mean.

The PIC then takes you back in time. Some years ago, he says his restaurant received a C grade with a red sticker during an inspection. It meant the restaurant had committed critical violations. The outlet was losing customers and the money graph (profit) went down day-by-day.

Then the PIC is shown calling a food inspector and seeking his help. Up next, we see the inspector and a consultant giving a special session on food safety to the PIC and the chef. They provide tips to improve safety, hygiene and quality of food. This is a scenario that is currently taking place in the municipality’s Food Safety Clinic project which supports eateries to enhance their business by improving food safety and hygiene standards.

When the given tips are applied, the restaurant in the video passes the inspection, which is shown in a high-tech way with smart barcode scanning and live decoding of temperature control. The eatery then gets a green sticker with a thumbs-up sign and its grading jumps to A.

Happy Dubai

The video ends with a scene of diners voting their opinions about their experience in an e-survey, bringing the Happy Dubai happiness metering concept into the food safety scenario.

“The point we are trying to say is that customers and suppliers will be more empowered to make choices,” Principal Food Inspector Bobby Krishna told Khaleej Times.

Krishna, who, along with the municipality’s senior food safety expert Bashir Hassan Yousif, conceived the video, said the stickers indicating the inspection results would enable customers to make better choices of safe food.

“Hotels can also refuse to accept items from suppliers who do not have green stickers. If somebody is given a red sticker, it means there is a critical violation, following which the process had to be stopped.”

“We assume that food businesses will compete with each other to raise their standards and grab the best grade,” said Krishna.

ERROR: Macro /ads/dfp-ad-article-new is missing!
MORE FROM Khaleej Times
CurrentRequestUnmodified: /news/general/3-month-old-undergoes-skull-deformity-surgery-in-uae macro_action: article, macro_profile: ,1002,1664 macro_adspot:
KT App Download
khaleejtimes app

All new KT app
is available
for download:

khaleejtimes - android khaleejtimes - ios khaleejtimes - HUAWEI AppGallery