Partnership leverages VICE’s cultural insights and branding expertise to bring modern agriculture to contemporary audiences

Dubai, UAE; May 3, 2025: VICE Media and Al Ain Farms Group (AAFG) have announced a partnership that will see VICE develop the AAFG brand, leveraging cultural expertise and storytelling prowess to transform how the region connects with sustainable, locally-produced food.

VICE Media will lead brand development efforts for AAFG, bringing its deep 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 proven 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.

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 rooted in Sheikh Zayed’s vision and the nation’s resilience to farm in the desert, becoming a regional corporate brand.