American Garden to increase its market share across the GCC

'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.'

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 aluminum 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.

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.