How Community Kindness Helped Dubai Small Businesses Survive the Iran War

Eight hundred kilograms of premium tomatoes were at risk of going to waste when orders to Yassine Azzouni's Dubai business collapsed in the opening days of the Iran war. With restaurants and hotels closed, the Algerian-Canadian supplier invited friends and relatives to collect the produce for free from his warehouse. What began as an effort to save the tomatoes soon became a lifeline for his business as friends shared photos of the distinctive heart-shaped tomatoes on social media, prompting dozens of residents to ask for direct home delivery.

Mr Azzouni, known among Dubai chefs as the Tomato Man, began selling to the public instead of relying solely on the hospitality industry. “The kindness of people helped us spread the word,” said Mr Azzouni. “My friends were kind enough to share my story across social media. I want to thank this amazing community, thank every single one who spread the word and supported us.”

Samiha Belmans was among the Dubai residents encouraged to try the tomatoes by a friend and was sold on the first bite. Mr Azzouni supplies pink paradise tomatoes, a Japanese variety grown in Uzbekistan, at about Dh45 ($12.25) per kilo. Ms Belmans was happy to support a local business and pay for tomatoes that she said taste amazing, emphasizing the strong community spirit in Dubai.

Traditional customers, such as chef Milan Jurkovic of 21 grams Bistro in Dubai, also backed Mr Azzouni by giving his details to people who asked about the tomatoes. Direct supplies opened a new path for Mr Azzouni’s two-year-old business, shifting from manual orders to an online portal that became a new revenue stream.

Mr Azzouni’s experience reflects how UAE businesses have adapted during the conflict. Similarly, the family-run Golden Chariot confectionery and catering company in Dubai's Karama area survived a dip in demand during the first months of the war thanks to loyal customers. Managed by Anna Rodrigues alongside her parents, the 20-year-old business saw regular customers continue ordering, helping them weather corporate catering slowdowns and return to steady growth.