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Global Export wins "Best Distributor of the Year - Middle East" award at Retail News ME Annual Awards
We are thrilled to announce that Global Export Marketing Company received the "Best Distributor of the Year - Middle East" Award at an awards ceremony held by Retail News on April 19th, 2006. The award recognises the company's achievements in building its brands across the region with remarkable efficiency and for its strong relationship with its partners. The awards were judged by a high profile panel of prominent retailers such as Geant Casino Group, Panda, Spinneys among others as well as AC Nielsen and ITP business editors.
We would like to say a big thank you to all our partners for their continued support and patronage as it would not have been possible to receive this recognition without that.
Click here to download an read complete press release regarding award methodology and judges panel information
American Garden® announces launch of new brand identity
>We are pleased to announce the launch of our new brand identity for American Garden®. The new slogan is, "Bring Home the Garden" and is complemented by a strong visual of a basket of American Garden products being carried in the backdrop of a garden.
The new identity reinforces the brand's commitment to deliver high quality, tasty and wholesome products for the entire family. The new visual and slogan will be used across the POP materials, selective media and outdoor campaigns and for in-store promotions and sampling activities.We have already received some encouraging feedback for the new look from consumers, partners and retailers.
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American Garden® featured in iraq exhibition held in Amman, Jordan
>The American Garden® range of products was featured in an exhibition focusing on Iraq that was held in Amman earlier this year. The full range of American Garden® products was displayed at the booth of Joudi International, the brand's partner in Iraq.
The brand generated a lot of interest amongst the visitors at the exhibition and has helped to raise the awareness of the brand in Iraq. Despite the ongoing security difficulties, American Garden® products can be found in Iraq and sales have been very encouraging so far.
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Global Export award featured in SueBee company newsletter
> The Global Export award for Jim Powell, VP of Marketing for SueBee honey that was awarded during the recent GulfFood reception was featured in the company's quarterly newsletter, "The Buzz". The article included a write-up about the award as well as a picture of Mr. Powell with the award.
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American Garden® Microwave Popcorn Promotion with Supra® Electronics, UAE
> American Garden® has teamed up with Supra® Electronics to launch a joint promotion across the UAE. On every purchase of a Supra® Microwave Oven, consumers will receive 2 packs of American Garden Microwave Popcorn FREE. The activity is scheduled to run across 9 Jumbo Electronics outlets in the UAE and will last till the middle of September, 2005. Every display microwave oven in the showrooms will have a sticker that will communicate the offer and in addition table tents will be placed in the
showrooms highlightingthe promotion.
The objective of this promotion was to raise awareness of the American Garden® Microwave Popcorn range as well as induce trial of the product by Microwave Oven owners. This promotion also helps to increase exposure and brand awareness of the overall American Garden® brand in the UAE where it is a leading force and market leader in key categories.
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American Garden® Microwave Popcorn sampling event to 800-strong group in the UAE
>American Garden® Microwave Popcorn was sampled and gifted to over 800 ladies of the Khaleej Times Subscribers Forum Group in Dubai, UAE at a Black & Decker® sponsored event on April 30, 2005. Black & Decker®, MEA hosted the event and displayed many of its leading products from food processors to microwave ovens. The event also included a series of demonstrations and classes on the many uses of microwave ovens by a renowned local chef.
The preparation of American Garden® Microwave Popcorn was also demonstrated to the audience with the chef explaining how a microwave oven can deliver delicious and aroma-packed popcorn in less than 2 minutes with a variety of flavors to choose from including Regular, Light and Butter. A free pack of American Garden® Microwave Popcorn was also gifted to all the 800 participants who attended the event. The activity received an overwhelming response and will further raise the awareness and presence of not only the American Garden® Microwave Popcorn range but also the American Garden® brand in the UAE.
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American Garden® Microwave Popcorn National Promotion with Carrefour, UAE
>Al Maya, the American Garden® UAE distributor conducted a national promotion with Carrefour across their 8 UAE outlets between 15th June to 21st June focusing on the recently launched American Garden Microwave Popcorn. The consumer promotion offer was: 2 x assorted Microwave Popcorn packs at a special price (which was at an approx. discount of 20% vs. the regular price) The promotion was complemented by gondola placements in all 8 stores as well as a featured inclusion in their weekly brochure as well as national newspaper advertisements.
The promotion had an overwhelming response with sales amounting to over 4,000 twin packs during the course of the promotion. The promotion comes as part of a major push to drive share growth in the Microwave Popcorn category in the UAE as well as other markets.
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US Ambassador to the UAE visits the Global Export booth at Gulffood
>The US ambassador to the UAE, Michele J. Sison stopped by the Global Export booth on February 20th, the opening day at the Gulf Food exhibition at the Dubai World Trade Centre. The Global Export booth attracted a great deal of interest at the Gulf Food exhibition both from prospective customers across the region as well as current partners in the region. Several principals that are represented in the region by Global Export also attended the show namely representatives from ALCOA (owners of the Diamond® Aluminum Foil brand), Sioux Honey Association (Sue Bee® honey) among others.
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Michele J. Sison, US Ambassador to the UAE exchanges words with members of the Global Team. |
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His Highness, Sheikh Maktoum, Ruler of the UAE and Michele J. Sison, US Ambassador to the UAE visiting the US pavillion at the Gulf Food exhibition. |
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Global Export @ Gulfood 2005
>February 24, 2005: Global Export participated in the GulfFood 2005 exhibition held in the Dubai World Trade Centre between Feb 20-23rd. The Global booth was one of the largest booths in the US pavilion and was visited by many of the current Global Export customers as well as principals such as Jim Powell, the VP of Sioux Honey Association who are the owners of the Sue bee brand, the No.1 honey brand in the US and Bob Durk, VP of Alcoa Consumer Products - International who oversees the Diamond and Reynolds brands in all markets outside the US.
It was also an opportunity for us to meet with prospective new customers and principals in the region and beyond.
 
 
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Awards presented at Global Export Reception
>February 22, 2005: Global Export held a reception in Dubai during the Gulf Food 2005 exhibition at the Ritz Carlton on Feb 22, 2005 for it's business partners in the region. In attendance were many of the Global Export customers, suppliers and agencies.
  
Click here for more pictures
Two awards were presented at the event; a special award to Jim Powell from Sioux Honey Association for being the Principal of the Decade and another to Ashok Purswani, General Manager of Al Maya for being the Distributor of the Year.
It was not all serious stuff as the reception also included a performance by the renowned Dubai-based visual entertainer Andy Stuart as well as two caricaturists who provided guests with hilarious caricatures throughout the evening.
It was a fun night that many will remember for years to come.
Click here for more pictures
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American Garden® in the news
>February 21, 2005: The recent announcement made by Global Export to set up the exclusive, dedicated sales team in the UAE with Al Maya for it's American Garden® and other brands made some waves in the local and regional press.
Gulf News & Khaleej Times - leading english dailies also covered the story. The Arabic dailies too broke the news - Al Khaleej and Al Ittihad gave some coverage to the announcement. Online portals such as AME Info, Gulf Marketing Review and Trade Arabia and a host of other news aggregators picked up the story as well.
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American Garden® to increase its market share across the GCC; teams up with Al Maya Trading in the UAE
>February 20, 2005: American Garden®, a leading FMCG (Fast Moving Consumer Goods) food brand in the UAE announced yesterday the set up of the first ever exclusive sales team for its branded products by signing an agreement with Al Maya Trading, it's UAE distributor, to appoint a dedicated sales team across the country as part of plans to increase its market share in the GCC market.
“We have signed an agreement with Al Maya Trading, the distributor of American Garden® in the UAE, to set up an exclusive sales force complete with dedicated salesmen, merchandisers and van salesmen who will be responsible for selling the American Garden®, Diamond Foil, Sue Bee honey and Keebler cookies and crackers brands in the UAE. Such a step is aimed towards consolidating and supporting the main brands of Global Export Marketing Co.,” Murtaza Fazal, Managing Director of the company explained.
He said that the new agreement is a testament of their commitment and that of Al Maya Trading towards the brand growth in the market. “This is our first dedicated sales team in the region and we hope to emulate this step with our other partners to bolster the company's own brand, American Garden® and the other brands that Global Export represents namely Diamond Foil, Sue Bee Honey and Keebler Cookies and Crackers among others,'' Fazal added.
This move comes as Global Export Marketing Company is taking part at the Gulf Food Exhibition, at the US pavilion currently on display at the Dubai World Trade Centre until February 24th.
“In the UAE, sales have been growing 20% on average in the past five years and American Garden® offers over a wide range of over 100 products as part of 15 different food categories. The American Garden® Brand is the market leader in the mayonnaise category with 36% volume share as well as salad dressings with 50% volume share in UAE supermarkets. The American Garden® brand is also available across the Middle East and the Levant region and we are working to introduce it into markets in Asia and Africa to make it a truly global brand,” stated Mohamed Somji, the company's Marketing Director.
He further pointed out that as of the beginning of this month, Global Export Marketing has signed an agreement to brand mayonnaise shelves in major retail outlets in the UAE with American Garden®. “The contract is for the duration of one year and will go a long way in further growing our brand awareness in the UAE.”
Launched in the Middle East 15 years ago, the American Garden® brand currently enjoys a wide variety of products under as many as 15 categories with the core categories being mayonnaise, salad dressing and peanut butter.
He also stressed that other brands represented by his company such as Diamond Foil and Sue Bee honey enjoy a commanding position in the FMCG market in the UAE and the region as Diamond foil enjoys a 32% volume share of the market in Saudi Arabia and 67% share in the UAE market with its product range that includes aluminium foil, wraps, plastic and zipper bags.
“Sue Bee is America’s No. 1 honey and it is one of the fastest growing honey brands in the Middle East and a market leader in Kuwait in the Honey segment.
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Microwave Popcorn launched!
>January 6, 2005: American Garden® launches Ketchup & Microwave Popcorn! Now available at all major retailers in the Middle East. A new and exciting range of Microwave Popcorn products has been added to the American Garden® family of products. Microwave popcorn is a fast-growing category in the Middle East and other regions as it is a novel and exciting product that appeals to kids, teenagers and adults alike. The product is very convenient to use - just pop in the popcorn bags in the microwave and within minutes you will have a hot bag of delicious tasting popcorn. Available in three varieties, Natural, Light and Butter, pop a bag today of American Garden® Microwave popcorn and enjoy a pure snacking pleasure....
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Global Export in Asia & ME Food Trade Mag
>December 12, 2004: Global Export recently appeared in the premier magazine, 'Asia & Middle East Food Trade'. Click here to read the article.
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Making a statement
>October 22, 2004: Global Export launched a shelf advertising initiative in the United Arab Emirates for American Garden®, Diamond & Sue Bee
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