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  • UAE’s Dee Dee Rice Set to go Global
UAE’s Dee Dee Rice Set to go Global
Gulfood visitor turns exhibitor as ambition gives rise to new food brand

A check out to the 2015 Gulfood exhibition-- the annual Dubai World Trade Centre program which is now the world's leading global food trading platform-- has actually caused significant worldwide food industry ambitions for an Emirati businessman.

Abdulla Al Ruwaidi Al Dhaheri of Al Ain had actually concentrated on the building and contracting industries previously choosing to expand into other sectors. His visit to Gulfood was planned to be exploratory but fired his hidden ambitions.

"I went to Gulfood in 2014 to discover exactly what was going on in the food sector and to see if there were chances," explained Al Dhaheri. "I discovered a supplier of the finest Indian basmati rice then followed up with a strategic journey to view Indian factories. I selected a facility renowned for producing high quality-- they even used lasers to confirm item purity.".

Following registration of the Dee rice brand in the Middle East and South Africa, the business is now pursuing registration in an additional 124 countries. To make sure the brand resonated with global customers, Al Dhaheri contracted a professional design consultancy to ensure his packaging stood out on grocery store shelves.

Additionally, teaming up with 4 FEST played a significant function in raising Dee brand, which likewise assisted in developing and producing the business's stand at Gulfood 2016.

Seizing the opportunity Abdulla then established Ambition General Trading with a storage facility, office and distribution centre in Abu Dhabi and sales office in Dubai to supply his brand-new brand of Dee rice.

"We produced the design and the company structure-- the product is packaged in India-- and we import to the UAE. We offered first to the hospitality dining establishment trade but will be expanding into the retail market and it will quickly be offered on grocery store racks here in the Emirates.".

However Abdulla's passions are far more far reaching and he's now displaying at Gulfood 2016 - which ends at DWTC on 25 February - as the show's platinum sponsor.

"We have two-fold reasons to be at the program. Initially to display the new brand to win over buyers from the Gulf, the Middle East and the world-- we wish to take this brand to all corners of the world even to North and South America and this exhibition is where you can discover opportunities," stated Abdulla.

"We will likewise be wanting to explore other commodities which can be brought under the Dee umbrella. We desire the business to be among the very best in the Emirates and to accomplish the Sheikh Khalifa Award for Excellence. From the UAE we can re-export to the world and although the economy may be dealing with some difficulties-- our company believe we need to invest to develop a future. Now is not the time to stop investing-- it's the time to go forward. Markets are still there, it's up to us to determine them, act upon them and build for the future.".

Abdulla's transition from visitor to exhibitor has highlighted Gulfood's track record as a company driver, according to Trixie LohMirmand, Senior Vice President, Exhibitions & Events Management, DWTC.

"Abdulla's story really encourages us and shows how this show delivers more trends and more trade," said LohMirmand. "We anticipate hearing of his future successes which, with his level of aspiration and determination, seem particular.".

More than 5,000 global companies from 120 countries are showing at this year's Gulfood. The program includes 117 nationwide and industry pavilions - five more than last year-- with first-time group involvement from Russia, Costa Rica, Belarus, Mauritius and New Zealand returning after a six-year break. DWTC is anticipating over 85,000 visitors from more than 170 countries at the show including worldwide heads of state, ministers, government officials and national trade associations from 5 continents.

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