A government-backed supermarket chain in Dubai is targeting young people in an effort to help the emirate reduce its dependency on foreign labour.
The sight of young Emirati men and women working as fishmongers and bakers or checkout assistants and shelf-stackers is very unusual.
The jobs are normally filled by Dubai's massive foreign workforce.
Emirati workers in the retail sector are still a minority within a minority.
Nationals constitute less than 20% of the total population and according to some researchers make up less than 1% of the private sector workforce.
This is because employers in the emirate have found it notoriously difficult to attract young nationals into the private sector.
They mostly favour working in the public sector - which offers more pay, far fewer working hours, longer holidays and security.
There is also the issue of prestige. Working in a supermarket still carries, for many Emiratis, a stigma.
But the Aswaaq stores are providing an unlikely setting for a cultural revolution.
One of Aswaaq's objectives is to challenge cultural taboos and popular misconceptions.
Amal Al Suwaidi, an Aswaaq retail manager, said: "We have managed to become the first retailer that has Emiratis not only as cashiers and in administrative positions.
"If you walk around you will see them working in the fishery, the delicatessen and you will see them in the bakery too.
"This has been a real challenge for us, to convince them to take these jobs."
Mustafa Ahmad is one of Aswaaq'a new recruits and the 24-year-old produce supervisor stands out among the fruit and vegetable display.
His bright white traditional robe contrasts sharply against the shiny, green peppers.
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