Companies participating at the Gulfood 2015 in the Welsh pavilion have affirmed their plans to penetrate the Middle Eastern F&B and hospitality market this year. They have clear strategies in places, including culture-sensitive products, local partners and aggressive marketing plans, to capture a considerate market share.
Dairy products from the region have already made it to the high-end retail chains, including Spinneys, and companies plan to collaborate with local partners to further infiltrate the market, and reach out to the highly-competitive hospitality and aviation industry.
Snowdonia Cheese Company commercial director Richard Newton-Jones said: “GCC is a key market for us, based on the specialty cheese consumption. We want our range of six flavoured cheese to be listed in all the reputable retail stores in UAE. It has great application for in-flight catering and a lot of hotels, like Westin Hotels, are very interested in the product. We will be working with a local partner here to work on the marketing strategies for the region.”
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Additionally, suppliers from Wales believe that adapting to local culture and traditions is the key to success in the region. Burts Biscuits and Cakes, one of the Welsh exhibitors at Gulfood, confirms that GCC is its second biggest market outside the North America, and credits localising products for its acceptability and reach in the market.
Burts managing director Edward Burt commented: “We have certain items we use for Christmas and there are areas within this region, Kuwiat for example, we refrain from using the word Christmas. We generalise the products and be sensitive to the culture.”
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