AgroNationalism

I’ve walked into Al Ghobra’s LuLu (international hypermarket chain) and seen many things: swine flu announcements and hand sanitizer, a giant Christmas tree, and skiing apparel to name a few lobby centerpieces. But the most recent addition to this space that literally thousands of expats and Omanis pass through daily, is a vibrant display highlighting local produce.

Buying local organic fruits and veggies is in vogue in the US, with farmer’s markets popping up in church lots and college campuses. While I am not confident that “local” means pesticide free in Muscat, it does mean that the eco-footprint from field to fridge is much smaller. Obviously, buying local also bolsters farmer livelihoods and small business in the country.

Not one to scrimp on aesthetics, the government—I assume—or a swift marketer, has infused the concept of domestic agriculture with nationalism and patriotism.

Oman does not have the water resources to sustainably produce wheat and grains, but there is a miraculous spread of fruits and vegetables in the markets during the conventional growing season (same as the tourist season, I think, Nov – Mar). Now melons, broccoli heads and chili peppers are proudly swathed in Omani flags. Cucumbers and tomatoes lie under signs that let us know this is “My Oman.”

 LuLu is providing a pleasant, if only seasonal, respite from the ubiquitous roundabout art and statues that highlight Oman’s frankincense and fish. This agronationalism is seated in a campaign titled “Origin Oman” that “aims to enlighten citizens and residents in the Sultanate about the quality and specifications of Omani products.”