T he Business
allow for larger deliveries and, therefore, a more efficient import processes. The marketing plan includes working with new hotels and restaurants, as well as established properties. Hoonhoud elaborates: “We sell to 4-star and 5-star hotels and we aim for the upper segment of the market because they still see value in dairy products and don’t want alternatives.” He continues: “We have a high quality, premium product to offer but it also comes at a premium price and it can be a challenge to educate people on higher quality products, especially in the region at the moment – occupancy is slightly lower and procurement budgets are tighter. 46
Catering NEWS ME February 2018
“At the same time, when you sell to the chef they can really appreciate the quality, whereas procurement managers look at the cost. You need to convince them.” As always, the launches are supported by a number of masterclasses, tastings and demonstrations – a crucial step in explaining the importance of quality over unit price. Hoonhoud comments: “Whenever people want to have a conversation about how they can use Debic, We have our own chefs and ambassadors who are ready to do that.” According to a study by IMARC, the global fresh cream market increased by a CAGR of 2.3% from 2009 to 2016, driven
by tandem growth in the food manufacturing sector. In the GCC, where cream features heavily in many recipes, Al Masah Capital calculates the foodservice sector is on track to witness values of $29.3 billion by 2020, driven in part, by the development of restaurants in new hotels and retail spaces. Under such conditions, the demand for quality, natural cream is likely to soar. Hoonhoud concludes: “The success of a professional product is underpinned by its ability to excel in a high pressure kitchen. This is driven by our core value of delivering better nutrition to the world and a good living for our farmers for now and generations to come.”