Unveiling the Dark Side of Food Trends: Exploring Dubai’s Chocolate, Matcha, and Quinoa Craze – DW – 10/18/2025

Mild milk chocolate outside, soft pistachio cream inside, and crunchy kadayif strands—Dubai chocolate is a true sweet treat. Invented by Sarah Hamouda, the head of Fix Dessert Chocolatier, this confection became a sensation, thanks in part to social media influencers. Now, it’s not just a local delight; people around the world are getting on board.

The chocolate retails for about €7 ($8) per 100 grams. Homemade versions are popping up everywhere online. However, the rising trend has boosted the demand for pistachios dramatically. As of 2024, the EU’s imports of pistachios surged by over 30%, crossing the €1 billion ($1.16 billion) mark for the first time.

Impact on Water Resources

The growing appetite for pistachios, while tempting, has serious environmental consequences. These trees flourish in hot, dry areas, often replacing other crops like olive trees. Since 2017, the area used for pistachio farming in Spain has grown fivefold.

Stig Tanzmann, an agriculture consultant, notes the irony in this rise. While pistachios can adapt to climate changes, they need extra water to thrive. It takes over 10,000 liters (2,600 gallons) of water to produce just one kilogram of pistachios—mostly from irrigation. In comparison, peanuts require significantly less water, with much of it coming from rain.

The heavy reliance on irrigation can deplete water resources, particularly in already dry regions. Moreover, many farms are shifting towards monoculture farming, which increases the need for fertilizers and pesticides. Climate change also poses a challenge; warmer winters can disrupt the pistachio flowering process, impacting yield.

Other Trends Affecting Agriculture

Dubai chocolate is just one example of how new food trends can change agricultural landscapes. Matcha tea, once exclusive, has exploded in popularity worldwide. Between January and August 2024, Germany alone imported over 240 tons of matcha—a staggering 240% increase from the previous year. This rising demand has led to shortages, with prices for high-quality matcha tripling from last year, affecting traditional tea ceremonies in Japan.

Quinoa tells another story. Originally promoted by the UN for its nutritional benefits, the demand skyrocketed, and local people in Peru and Bolivia found it increasingly unaffordable. Farmers cut back their land recovery time to meet the demand, damaging soil health. Over-farming in inappropriate areas, such as highland Bolivia, has created long-term agricultural issues, compromising future food security.

Finding Balance in Food Trends

As these trends expand, experts advise farmers and food promoters to think sustainably. Claudia Brück from Fairtrade Germany suggests diversifying crop production, balancing local needs with global demands. This not only provides stability but also protects the environment.

The lesson is clear: when promoting new food trends, responsibility matters. Sustainable practices should guide these movements to ensure that they benefit not only consumers but also the producers and the planet itself.

For more insights on sustainable agriculture and global food trends, you can read about the impact of food economics at FAO.

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