Bringing a distinctive taste to the Middle East

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Bringing a distinctive taste to the Middle East

American Garden enjoys a 28-year legacy as one of the leading food brands in the GCC

by

Sadiq Shaban

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Published: Tue 5 Jul 2016, 1:35 PM

Last updated: Sun 10 Jul 2016, 4:01 PM

American Garden sources some of the best ingredients to create a product line-up that is loved the world over. Available in more than 50 countries, across four regions including the Middle East, Africa, Asia and Europe, the company has made a name in quality, taste and authentic products.

"Our core focus categories include mayonnaise, salad dressing, popcorn, peanut butter and ketchup. We have driven a lot of focus on these top categories and that is where our focus remains," Alyshia Murtaza, Brand Manager, Global Export Marketing Co., Ltd. (GEMCO) Middle East told Khaleej Times.
Given its strong portfolio, there is still an opportunity of growth for American Garden in the UAE. The Brand Manager noted that food trends are changing in the region. "We strive to keep up with the consumer demands. That is one of the challenges that we face overall. Plenty of American food trends have come up here. While it is always transitional, several food items like buffalo wings, for instance, are gaining popularity here. Keeping up with the food trend we are have launched Buffalo wing sauce, giving our consumers the opportunity to quickly and easily cook this beloved meal in the comfort of their own home."
American Garden is currently turning towards healthier items - that are low on sodium, sugar and whole wheat. "We have over 300 unique products in more than 30 different categories. Available in all major supermarkets and grocery stores, American Garden caters to a diverse range of consumers in the UAE. We have a big basket of hundreds of products - whether you are looking for a sauce or a snack and whatever the occasion is: breakfast, lunch and dinner, we have something for you," Alyshia added.
Mayonnaise has been the brand's flagship product. "With a unique off white hue due to our specially formulated recipe using free range eggs, our taste profile is the classic American mayonnaise. Another fast selling product is peanut butter; it is unique and works well. The idea is to bring unique, classic American taste profile to the Middle East," she emphasised.

Apart from the UAE, American Garden has a solid presence in Saudi Arabia, Jordan, and Kuwait. The brand is quite well-known in the GCC and continues to be a market leader in several categories like condiments, cooking aids, preserved foods, desserts, snacks and spreads. While new products like buffalo wings sauce and squeeze mayonnaise are in the offing, there has been minor packaging changes in its popular popcorn kernels.
About 85 per cent of American Garden products are manufactured in the US. The company adheres to strict FDA regulations, offering consistent quality without altering the formulation. Adds Alyshia, "At American Garden we don't compromise on either taste or quality. Our consumers are very assimilated to the taste profile. Although pricing can be a challenge given the fact that we ship from the US and don't have manufacturing in the region."
While it is expensive for American Garden to go through the process of manufacturing in the US for its global consumers, the company is willing to keep its tradition of quality going. "There are several multinational firms that have factories in many countries. We don't do that because we understand that people value our taste profile. While our competition may have several taste profiles for the same product, we are keen to retain our distinctiveness," she concluded.
- sadiq@khaleejtimes.com


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