São Paulo – Following the example of the Arab proverb “Sell water where there is a fountain,” Jordanian company Al Ameed Coffee decided to sell coffee to Brazil, the world’s largest producer. This month, the company participated in the supermarket sector APAS Show 2023 in the city of São Paulo, seeking opportunities to export to the Brazilian market.
Al Ameed Coffee’s export manager Mohamed Najim (pictured above), said the company has around 30 points of sale in Jordan and plans to expand by opening stores in several other countries. According to the executive, the company has the largest coffee production plant in the Middle East and North Africa.
Najim informed exports represent around 40% of the company’s production, and its products reach over 33 markets worldwide, led by the Arabian Gulf, the United States, Canada, Australia, and New Zealand. The company uses the Netherlands as a hub to distribute its coffee to European countries.
Al Ameed Coffee was established in 1973 as a coffee company. Najim claims processing coffee is an art and has nothing to do with where the beans are purchased, as industrial quality is the most important thing. According to the executive, regarding the products delivered to the consumer, factors such as cultivation, harvesting, washing and drying, import methods, storage, roasting, mixing, grinding, and packaging are considered. He said all this distinguishes Al Ameed Coffee’s products and provides consumers with many options.
The company imports coffee beans from 14 countries, including Brazil, and has its own scientific methodology for grinding coffee. The company has one of the largest research centers specializing in coffee in the Middle East. According to Najim, Al Ameed Coffee seeks continuous development and strives to keep participating in shows where its products are well-regarded by consumers.
The company still does not export to Latin America and participated in APAS because it saw São Paulo could be a hub for the region. Based on market studies, the company seeks to show Brazilians its coffee is not just another brand but has high quality. Najim said the company does not want in Brazil just to supply coffee, but rather provide a different experience of an everyday product. He reported a similar effort in Egypt, where Al Ameed Coffee became one of the largest coffee companies.
Translated by Georgette Merkhan & Elúsio Brasileiro
