Prodeca promotes Catalan products in the Saudi market

Until February 18, the exhibition of more than 200 references of Catalan products is planned in 4 of the supermarkets that Danube has in two main cities of Saudi Arabia, Riyadh and Jeddah. Thus, during the three weeks that the action lasts, Catalan products will be specifically identified and marked under the #CatalanFood brand, which will be complemented by reference tasting space in establishments, to encourage local consumers to buy them.

The companies participating in the action are already established in the Saudi market, but it serves them to strengthen their presence in this strategic market a few weeks before Ramadan, commercially one of the most important campaigns for the Middle Eastern market. It is about promoting products eminently from the Fine Food sector, the main sector exporting Catalan food to Saudi Arabia, such as preserves, vinegars, sweets, snacks, olive oil and water, as well as wines and non-alcoholic sparkling wines, a sector that has seen its sales grow in halal markets in recent years.

The participating Catalan companies were the following:

• APICOLA PERELLO (MURIA)
• AVGVSTVS FORVM
• BIRBA
• TOAST (PERELLO)
• CHOCOLATE
• CAROLINA HONEST
• TOASTED CHOCOLATE
• CONCENTRATED COAST
• EUROALIMENT (PONS GROUP)
• EUROPEASTRY
• FREISENET
• FRIED RAVICH
• GEDESCO (MAHESO)
• MI&CU
• SWEET POTATOES
• PREMIUM MIX GROUP
• SAINT ANGIO
• SIMON COLL
• CHOOSE
• VALGOSA
• TRUE
• VIUBE FOODS (MIKSO)

#CatalanFood, the campaign to promote Catalan products around the world

The response from Saudi consumers in the first few days has been quite a success and some products have already hung the sold out sign shortly after the promotion started. Once the performance is over, the products will be included in the Danube Gastronomic Festival, during the first week of March, just before the start of Ramadan, as the culmination of the #CatalanFood campaign in Saudi Arabia.

The Catalan Food Danube is part of the Catalan Food initiative to promote and enhance the value of Catalan products in 17 strategic markets with Catalan gastronomy as an ambassador for the product and Catalan agri-food companies. The performance continues the gastronomic event Catalan Food Festival Riyadh that was held last December in Riyadh, with the participation of Catalan chefs Rafel Múria and Noureddine Jalloul and the presentation of the Halal Catalunya brand. This is a new private initiative certification that will guarantee the full traceability of halal products produced in Catalonia and that will accompany the differentiation and excellence strategy of Catalan companies in their internationalization process in halal markets.

A strategic market for Catalan agri-food

Saudi Arabia is the largest Middle East food importer from EU, accounting for nearly 40% of total global purchases. It is one of the largest markets in the area and with an increasingly relevant importance of millennial consumers, in that it affects consumption trends, they already have greater purchasing power and a growing interest in imported food.

With sales of Catalan products worth more than 150 million euros in 2022, Saudi Arabia is the 22nd destination market for Catalan agri-food exports, the 11th outside the EU and the 2nd in the Middle East (after United Arab Emirates). In the last five years, sales of Catalan products have increased by more than 40% in value and nearly 300% in volume.