Mira is a social enterprise that aims to empower the world’s most underprivileged communities by creating a market to sell their produce globally, with all profits invested back into the initiative. Key Mira products include saffron, almonds, pistachios, figs, walnuts and more – all of which rise from the fertile Afghan soil.
We were tasked with the challenge of launching Mira in the UAE. A unique concept with a great cause, it is essential the right stories are deployed around Mira to truly convey its mission and key USP.
We set out to curate and pitch exclusive stories that highlighted the talents behind the trade, setting up interviews for Mira’s farmers with tier 1 publications, including Khaleej Times and Vogue Arabia. These stories highlighted the career trajectory of the farmers and artisans that drove their career thanks to Mira.
Meanwhile, we ideated and pitched thought leadership pieces highlighting Mira’s leadership team and their vision for the impact initiative – securing features on tier one portals such as Gulf News to connect on the trends of the food and beverage space and how sustainable initiatives play a role in driving the industry.