The brand that matters in food in 2026

Fast Company Middle East unveils the Brands That Matter 2026 list, celebrating 32 winners across 19 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From advertising and banking & finance to retail and technology, they’re reshaping industries and championing values that matter most today

The food sector is contending with pressure from every direction. Supply chain vulnerabilities, sustainability mandates, shifting consumer preferences, and the rise of alternative proteins are forcing producers, retailers, and restaurateurs to rethink fundamentals. The brands navigating this moment best are those treating food not just as a product but as a position.

Pure Harvest Smart Farms 

For strengthening food security 

Pure Harvest Smart Farms is helping strengthen food security by leveraging advanced controlled-environment agriculture and smart-farming technologies. The company has created a new category of premium local produce that delivers on taste, freshness, consistency, and quality while reducing reliance on imports.

In the past year, Pure Harvest has grown from selling fresh produce to becoming a wider food brand. After finding success with its tomatoes and berries, the company started making 100% natural tomato sauces and strawberry preserves from its own crops. These new products generate more income and help reduce food waste by using imperfect produce. Pure Harvest has also launched fresh-fruit popsicles, chocolate-covered strawberries, and a spiced tomato mix for restaurants, showing how new ideas in farming can create exciting products for customers.

Pure Harvest has also shown its commitment to the community by donating extra produce during recent regional challenges, helping hospitality businesses, and providing ingredients for over 4,000 meals. By focusing on innovation, sustainability, and local production, Pure Harvest is strengthening the region’s food system.