Potatoes USA has successfully expanded opportunities for U.S. potato exports in the highly competitive United Arab Emirates (UAE) market. This growth comes as a result of a USDA Market Access Program (MAP)-funded promotional initiative launched two years ago in the Gulf Cooperation Council (GCC) region.
A key component of this strategy has been a partnership with Spinneys Supermarkets, a prominent grocery chain with 65 locations in upscale UAE neighborhoods. Spinneys cater to consumers who seek high-quality imported goods, making it an ideal retail partner for introducing U.S. fresh potatoes to the market. Since 2021, this collaboration has led to various promotional activities aimed at increasing consumer awareness and demand for U.S. potatoes.
In the 2023-2024 promotional campaign, which ran from July 2023 to June 2024, the Spinneys initiative included social media outreach, in-store point-of-sale displays, and product sampling. The campaign delivered impressive results, with U.S. potato sales increasing by 31% during its first weekend alone. Stores that offered in-store sampling saw an even greater impact, with sales rising by 73%.
Beyond retail sales, the overall export volume of fresh U.S. potatoes to the UAE saw a significant increase. Between July 2023 and June 2024, fresh potato exports to the country grew by 21.7%, reaching 1,162.6 metric tons, valued at $1.1 million. This demonstrates the effectiveness of targeted promotional efforts in driving both consumer demand and trade growth.
Looking ahead, Potatoes USA sees even greater potential for expansion in the GCC region. Spinneys has recently expanded into Saudi Arabia, the largest economy in the GCC, presenting significant and sustainable growth opportunities for U.S. potato exports. As consumer demand for high-quality produce continues to rise in the region, strategic partnerships and market-driven initiatives are expected to further strengthen the presence of U.S. potatoes in the Middle East.
Source: Potatoes USA