Jordan Times
Monday, September 20, 2004
Dead Sea Products Company finds success in the US
AMMAN, September 20 (JT) - For several years,
SOAR Natural Dead Sea Products Company had hoped to participate in the renowned
US Cosmoprof trade show. With an improved product line and with JUSBP's help,
ZOAR finally participated in this year's event and came out counting its
laurels.
Jordan-United States Business Partnership (JUSBP), a project managed by IESC and
funded by USAID, has endorsed several Dead Sea sector clients by providing them
with the kind of solutions necessary to address the complexities involved in
better marketing their products to the US and internationally.
JUSBP initiated Dead Sea sector studies with IESC US Volunteer Experts (VEs)
brought in to assess the overall capability of the Dead Sea products sector.
Based on the recommendations of the reports and the feedback from the experts,
many products underwent a major overhaul in quality, packaging, labeling and
improved marketing material — since then, several JUSBP Dead Sea sector clients
have successfully exported to the US and elsewhere.
Having followed the suggestions of the VEs ZOAR went to Cosmoprof armed with an
improved product line and packaging. Buyers and specialists in the field were
queuing up in front of ZOAR's booth to see and try their products.
“This is the first time we participate at a US trade show. Throughout the
duration of the trade show we barely had time to sit. Through our website we
concluded onsite sales for more than $50,000. Our body salt scrub was, as they
say, literally flying off the shelf. We finalized a deal for more than $40,000
with a Canadian firm to be the sole supplier for the Canadian market. Another
deal was reached to sell ZOAR products, but under a private label, to a major
chain of retail stores in the US,” stated Jamel Khuri, managing director of ZOAR.
On increased visibility and sales in the US Khuri continued:
“Also as a result of the trade show, we've partnered with a US company. We will
supply them with the product and they will market and distribute it. The joint
venture includes the opening of a series of shops (franchises) exclusively
selling ZOAR products. The first such franchise will soon open in Ontario Mills
Mall in California, following the same design and concept, five more shops are
slated to also later open in California, I hope to eventually see ZOAR shops
open all across the US.”
“Dead Sea sector clients, like ZOAR, have entrusted JUSBP to help them solve
what is one of their more challenging business problems, mainly the marketing of
their products. A viable presence in international trade shows requires
Jordanian SMEs to be equipped with marketing tools that effectively and
accurately reflect their business capabilities. Among other things, JUSBP has
helped ZOAR with the design of their brochure and packaging,” said Nader Nemeh,
JUSBP pharmaceutical and healthcare sector project manager.
“International trade shows offer a tremendous opportunity for Jordanian SMEs to
showcase their services or products. Due to the high costs involved in
participating at these trade shows many SMEs have to forsake participating and
naturally lose out on potential business opportunities. We're here to provide
technical and financial assistance to SMEs in order for them to overcome this
hurdle. Such assistance is also in line with JUSBP's aim to help SMEs establish
much needed linkages in the US,” said Nayef Stetieh, JUSBP vice president and
Director of business development.