The Sweetness of Italy in the Desert: A Biscuit Wholesaler between Dubai, Saudi Arabia and Doha
Michele Siano, at the helm of “100×100 Italia Tipicità”, was a man who knew the value of a good biscuit. For him, a biscuit was not just a sweet treat, but a small piece of comfort, a reminder of childhood, an ideal companion for breakfast or a snack. His company specialized in the wholesale distribution of some of the most beloved and iconic brands in the Italian confectionery scene: Mulino Bianco, synonymous with authenticity and variety for the whole family’s breakfast; Pavesini, the light and versatile ladyfingers that lend themselves to a thousand uses, from tiramisu to a snack; and Ringo, the iconic filled biscuit, loved by young people and perfect for a tasty break. After solidifying his position in the Italian and European markets, Michele felt it was time to explore new frontiers, targeting the dynamic and booming markets of the Middle East: Dubai, Saudi Arabia and Doha.
These cities were not just global business centers and luxury tourist destinations; they were true crossroads of cultures, with a constantly growing population and a growing demand for high-quality international food products. Italian biscuits, with their reputation for goodness, selected ingredients and, for some, an aura of craftsmanship and tradition, were gaining popularity among an increasingly demanding clientele. Michele was aware that the undertaking would not be easy; it would require a deep understanding of the cultural, logistical and regulatory specificities of each market.
Market Analysis: Identifying Specificities
Michele’s first step was a thorough market analysis for each of the three destinations, identifying the specific opportunities and challenges for his brands:
• Dubai: This metropolis was the most mature and receptive market for Western food products. With a large expatriate population and a constantly expanding luxury tourism and hospitality industry, Dubai offered opportunities for all brands.
o Mulino Bianco would find ample space in large-scale retail, mass supermarkets and family stores, thanks to its wide range and breakfast appeal.
o Pavesini, with its lightness and versatility, would be ideal for gourmet supermarkets, specialty shops for sweets and ingredients, and for the Ho.Re.Ca. sector for the preparation of desserts.
o Ringo, with its strong taste and youthful image, would be well positioned among snack products, in vending machines and in the snack areas of supermarkets and international schools.
• Saudi Arabia: The largest market in the region, the Saudi Arabian market offered huge volume potential, but required a more cautious and specific approach. Halal certification for all food products was an absolute must for market entry. This meant ensuring that all ingredients (fats, flavourings, emulsifiers, etc.) were Halal and that there was no cross-contamination in the supply chain. Most sales would be concentrated in large-scale retail for Mulino Bianco and Ringo, while Pavesini would target a more select clientele and international restaurants in major cities such as Riyadh and Jeddah. Promotions had to be sensitive to religious holidays and local consumption habits.
• Doha (Qatar): Similar to Dubai in its openness and focus on luxury, Doha was a dynamic market, although smaller in size. The growth of the hotel industry and international events made the city a prime target. Michele would position all of his brands: Mulino Bianco and Ringo in retail distribution and casual event catering, and Pavesini in luxury hotels, gourmet restaurants and independent coffee shops for confectionery. Here too, Halal certification was a strong competitive advantage and often an explicit requirement.
Logistical and Bureaucratic Challenges
Exporting biscuits to the Middle East involved a number of operational and regulatory challenges:
1. Storage and Climate Conditions: Biscuits, although not highly perishable as fresh products, are sensitive to humidity and high temperatures, which can compromise their crispiness and flavor. Michele used humidity and temperature-controlled containers for sea transport and ensured that his local partners’ warehouses were air-conditioned and protected.
tti from direct sunlight. The packaging had to be sturdy and sealed to maintain freshness.
2. Halal Certification: This was the key point, especially for Saudi Arabia. Michele worked closely with the manufacturers (Barilla for Mulino Bianco and Ringo, and the suppliers of Pavesini) to ensure that all ingredients (e.g. vegetable oils, flavorings, leavening agents) and production processes were compliant with Halal standards. He obtained certifications from internationally recognized bodies and prepared to provide all the necessary documentation for each shipment. This was not only regulatory compliance, but a sign of cultural respect and a trust factor for local consumers.
3. Customs Regulations and Labeling: Each country had its own specifications. Michele used experienced legal and customs consultants to manage the complex documentation: certificates of origin, health certificates, ingredient analysis, export documents and import permits. The labelling had to be impeccable: information in Arabic (and English), detailed list of ingredients, nutritional values, production and expiry date, and of course the Halal logo when applicable. Errors at this stage could have caused long delays or even the goods to be blocked.
4. Residual Shelf Life: Given the long sea route, it was essential that the biscuits arrived with sufficient residual shelf life for distribution and retail. Michele optimised production and shipping times to maximise freshness upon arrival.
Commercial and Marketing Strategies: Telling the Italian Sweetness
To penetrate and consolidate his presence, Michele developed a tailor-made commercial and marketing strategy, focused on the attractiveness and versatility of his Italian biscuits:
• Strategic Local Partnerships: Success depended heavily on choosing reliable local distributors with a solid sales network and a deep knowledge of the market. For Dubai and Doha, he looked for partners with experience in large-scale distribution (supermarkets) and in the Ho.Re.Ca sector. For Saudi Arabia, he opted for a distributor with a proven capacity to handle high volumes and a solid reputation, familiar with Halal regulations and cultural dynamics.
• Differentiated Pricing and Positioning: The pricing policy had to reflect the positioning of each brand. Mulino Bianco and Ringo would be priced competitively for volumes and large-scale distribution, leveraging their notoriety. Pavesini would be positioned as a versatile, quality product, with an intermediate price, but its value would be emphasized for use in pastry shops. Michele carefully negotiated margins for distributors, incentivizing their promotion and shelf visibility.
• Authentic Marketing and Storytelling: “100×100 Italia Tipicità” didn’t just sell biscuits; it sold a piece of Italian culture. Michele created engaging marketing materials (brochures, videos, digital content) that told the story of each brand, the origin of the ingredients, the passion behind each recipe. He organized tastings in supermarkets and workshops for chefs and pastry chefs (for Pavesini), showing the versatility of the biscuits for breakfast, snacks and desserts. For Saudi Arabia, the emphasis on Halal certification and quality of ingredients was a priority.
• Digital Channels and Social Media: He used social media and digital platforms to reach a wider audience, showing how biscuits could be integrated into daily routines, creative recipes with Pavesini and moments of pleasure with Ringo. He collaborated with local food bloggers and influencers to increase awareness and attractiveness of the products.
• Formats and Specific Packaging: In addition to standard packaging, Michele evaluated the introduction of multipacks for families or single-serving packs for the Ho.Re.Ca. channel and vending machines, especially for Ringo. The packaging had to be attractive and communicate freshness and quality.
The First Deliveries and the Future in the Gulf
The first shipments of “100×100 Italia Tipicità” arrived in the ports of Jebel Ali (Dubai), Jeddah (Saudi Arabia) and Hamad (Doha). The initial feedback was extremely promising. Mulino Bianco products filled the shelves of supermarkets, quickly becoming a favorite option for breakfast for many families. Pavesini found its space both among consumers who were interested in lightness and in restaurant kitchens for the preparation of desserts. And Ringo, with its youthful appeal, began to conquer schools and snack areas.
Michele knew that expanding in the Gulf was a long-term commitment. He intended to explore new opportunities, such as the introduction of gluten-free or lactose-free biscuits (a growing segment scita), or expanding the offerings with other long-life baked goods. The idea of collaborating with local coffee chains for breakfast offerings was another interesting prospect.
With the sweetness and familiarity of Italian biscuits beginning to spread even in the heart of the desert, Michele Siano was not just a wholesaler; he was an ambassador of comfort and pleasure, a keeper of flavors who, with strategy and passion, was bringing a little piece of Italian happiness to the tables and breaks of millions of people in the Gulf.