Saudi Arabia’s participation in major international trade fairs is heavily dominated, if not exclusively focused on, dates. The latest edition of Fruit Attraction in Madrid was no exception. Mohammed Aldubaykhi, from the Saudi company Atayeb Altomor, shares his impressions after participating in the show for the first time.
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The exporter says, “I am very impressed with the fair. It was very busy and intense, and I could see that visitors were very interested in dates from Saudi Arabia. Just a few years ago, dates were not a well-known product on the market. Today, the international craze for dates, and for Saudi Arabian dates in particular, is spectacular. It is a fruit that is gaining popularity and is on its way to becoming a mainstream food on the global market.”
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Saudi Arabia is home to more than 100 varieties of dates, according to the exporter. Most of them are unknown on the international market, and a choice must be made to market dates of Saudi origin. Albudaykhi says: “We have identified five varieties to focus on in our marketing efforts in international markets: Ajwa, Safawi, Sokkary, Saghai, and Mejdool. These are high-end varieties that are accepted and preferred by international consumers. Among them are varieties that are only grown in Saudi Arabia and enjoy great renown, such as Ajwa and Sokkary, giving us an edge in this growing industry.”
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Varietal preferences based on geographic markets follow roughly the same pattern as for other fruits, according to the exporter. He explains: “We find that dates primarily appeal to consumers who are health-conscious, interested in foods rich in natural sugars, or concerned about reducing their sugar intake, and dates are the undisputed champions in this segment. Then, variety preferences vary by market based on broader criteria, just like other fruits, such as apples, for example. While the Chinese market prefers the sweetest dates, other markets such as Europe and the rest of Asia prefer dates that have a slightly sour aftertaste.”
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And, just like with other fruits, logistics play a big part in which varieties we market to which markets. Some varieties need to be stored at -18 degrees, while others are less demanding. Our B2B approach is therefore largely determined by logistical requirements. On the other hand, our B2C approach is largely based on the promotion of dates through careful and impeccable packaging that makes them suitable for use as both an everyday food and a luxurious and meaningful gift,” Aldubaykhi concludes.
© Atayeb Altomor
For more information:
Mohammed Albudaykhi
Atayeb Altomor
Tel: +966559553638
Email: [email protected]