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Supplier’s view: What are the keys to success in the Middle East?

By Caroline Scott-Thomas , 28-Feb-2013
Last updated on 28-Feb-2013 at 10:55 GMT

Zeelandia credits having a good local distributor as crucial to success
Zeelandia credits having a good local distributor as crucial to success
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Zeelandia is a Dutch bakery ingredients supplier with more than 20 years’ experience in the Middle East. FoodNavigator asks about the challenges it has had to overcome to achieve market success in the region.

Speaking at Gulfood in Dubai, the company’s technical exports manager Diederiek Martens said that working with a local distributor was a crucial part of Zeelandia’s strategy, along with ensuring technical follow-up with customers, and bearing in mind specific local market conditions.

Martens also spoke about the climate, equipment limitations, different tastes and market-specific branding as elements to consider when supplying Middle Eastern companies.

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