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Potatoes USA has expanded opportunities for U.S. potato exports in the United Arab Emirates (UAE), a highly competitive market, since launching USDA market access program (MAP)-funded promotional initiative in the Gulf Cooperation Council (GCC) region two years ago.
Tactics:
- Retail partnership
- Potatoes USA partnered with Spinneys Supermarkets, a prominent chain with 65 locations in upscale UAE neighborhoods where customers are more likely to seek out high-quality imported goods.
- Since 2021, this partnership has resulted in various promotional activities aimed at introducing U.S. fresh potatoes to Spinneys’ customer base.
- In July 2023-June 2024, the Spinneys campaign included social media outreach, point-of-sale displays and in-store sampling.
Results:
- U.S. potato sales increased by 31% during the July 2023-June 2024 campaign’s first weekend, with stores that offered samples experiencing a 73% rise in sales.
- The overall export volume of fresh potatoes to the UAE increased 21.7% in July 2023-June 2024, reaching 1,162.6 metric tons valued at $1.1 million.
Looking Ahead:
- Spinneys recently expanded into Saudi Arabia, the GCC’s largest economy, which presents significant, sustainable growth opportunities for U.S. potato exports in the region.
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