Targeting the Middle East Australian Almond Export Marketing Program
The Australian almond industry is working to build demand in key global markets including our establishedmarkets of Europe and India and the developing markets of the Middle East and Asia. Australia’s reputation for reliably supplying quality almonds underpins the ABA’s international marketing activities. Trade shows and promotions provide an ideal platform to promote Australian almonds and our industry, in addition to providing an opportunity to develop export contacts. Each year the ABA coordinates a major Australian almonds promotion in Europe, alternating between the SIAL Food Fair in Paris and the ANUGA Food Fair in Cologne, Germany. For the first time this year, the ABA promoted Australian almonds at Gulfood, the Middle East's largest food exhibition and one of the world's leading exhibitions covering food, drink, foodservice and hospitality. Held in Dubai in February 2009, Gulfood recorded an outstanding 16 percent increase in visitor attendance, with more than 45,000 visitors and 3,300 companies exhibiting from 76 countries. Commencing
in 1987, Gulfood is the region's largest and most important industry event of the year, and a strategic platform for buyers and sellers to conduct direct business face to face. The exhibition is a showcase for manufacturers, distributors, and suppliers from around the world, representing all of the key sectors within the food and hospitality trade. During the four days of the Gulfoods Fair, over 150 nut traders made inquiries about Australianalmonds, andall of thesecontacts have been added to the ABA’s export database for future communications. A significant majority of visitors to the ABA’s stand were not aware that almonds are grown in Australia. The reaction from Australian almond tastings was extremely positive, with almost all trade visitors enjoying the taste of our “new season” almonds. One key insight from this promotion was Gulf traders’ keen interest in ‘choice’. Buyers clearly expressed, verbally and non- verbally, an interest inunderstanding a price competitive, export-ready almond industry that offered them additional choice.
Above and bottom: Joseph Ebbage Chats to trade stand visitors at Gulfood 2009