Moreover, in December 2011, the French government put a law on SMEs that are performing halal slaughters which requires them to apply for a certificate approved by the government and mosques to ensure their techniques are proper.”
Presently, the demand has seen the GEF, a subsidiary of Interbev that focuses on exports outside of the EU – introduce meat brands including Elivia and Jean Roze into the market.
With news of the increased customs tax in Brazil, and a reduction in available grazing fields due to more plots being allocated for biofuel production, French beef firms saw this as the perfect time to seize the GCC market.
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While GEF – which exhibited at SIAL Abu Dhabi and the Speciality Food Festival, both held last month, and will be present at Gulfood in February 2013 – is currently working to supply hotels and high-end restaurants with the French beef, there is a plan to roll the beef out at all consumer levels.
“The target is everyone – all consumers – restaurants and hotels. At present high end hotels in Dubai are being used as a point of entrance, for us to be able to introduce the beef to the region, but eventually the aim is to target all consumers and establish a presence at all levels including supermarkets.
We have a variety of different kinds of beef that can satisfy various demands. These will of course come with different prices so can satisfy a range of consumer tastes,” explains Berger.
Moreover, while Dubai is the current entry point and is quickly being followed by Kuwait, it won’t be long before the rest of the GCC market follows suit, and even the rest of the world.
“We are coming back to all the countries, for example Japan is opening up the export market for meat from France. When BSE started, all countries stopped accepting meat from France – it stayed within Europe.
We’re now seeing these countries respond and reopen the pipeline, as though this is a necessity. They want new countries to supply meat – not just Brazil and Argentina,” he says.
For now the GEF has prioritised breaking into Asian, the Middle Eastern and Russian markets.
“We’d love to be everywhere. By the end of 2013, we would love to – but it’s too early yet and it’s not so easy,” says Langlois. “For now we just want to prove we are serious in our aims to promote our beef. We’re not just going into the Middle East, doing a couple of shows and coming back.
“I’m so grateful countries like the UAE and Kuwait are giving us that chance again. They are believing in the product because the quality is one of the best,” Langlois concludes.
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