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Carve a niche in the international market

Monitoring the needs of the international market, and identifying where you can meet the demand for new and innovative products, is important when looking for growth opportunities, officials at Al Foah said.
Speaking at Gulfood 2019, on the sidelines of the launch of their new product line called 'Nutra' dates, Musallam Obaid Al Khales Al Ameri, CEO of Al Foah, said that the company has a presence in over 50 countries. "We used to mainly source dates from the UAE and distribute them in the region, but then we identified a fast growing international market across North America and Europe. To cater to this market, we came up with a premium selection with Nutra dates which feature medjool, saqai, sukkari, lulu, khalas dates, and organic medjool."
"Over 90 per cent of UAE dates are exported to countries around the world," he added. "With Nutra, we want to ensure that fans of UAE dates have even more of a choice. Our vision is to place Al Foah as the best cultural ambassador for luxury UAE dates around the world."
Shahbaz Aslam, marketing director at Al Foah, said that the timing of the launch of the new product line is also very important, as it only a few more months till Ramadan begins. "Dates are an important part of the Holy Month and we wanted to ensure that by the beginning of Ramadan, Nutra will be out and available for consumers around the world. We have a very strong distribution network around the world and will be working very closely with them to leverage the opportunity."
- rohma@khaleejtimes.com