Authentic Flavours of Italy in a Jar: A Wholesaler of In Oil between Dubai, Saudi Arabia and Doha
Michele Siano, owner of “100×100 Italia Tipicità”, had a deep belief: the true essence of Italian products resided in their preservation, an ancient art that transformed simple ingredients into gastronomic treasures. His company specialized in the wholesale distribution of a wide range of high-quality in oil: from whole artichokes and segments to aubergine fillets, from porcini mushrooms to a fragrant mix of grilled vegetables, up to pitted olives and Salina capers. Each jar contained the authentic flavor of the Italian peasant tradition, enhancing fresh ingredients and preservation methods that respected the raw material. After consolidating his position in the Italian and European markets, Michele felt it was time to make these delicacies known beyond the borders, targeting the rapidly expanding markets of the Middle East: Dubai, Saudi Arabia and Doha.
These Gulf metropolises were not only centers of business and luxury tourism; they were true crossroads of cultures, with a constantly growing population and a Ho.Re.Ca. (Hotel, Restaurant, Catering) industry of the highest level. The demand for high-quality international food products, especially those that could enrich the offer of appetizers, side dishes and ingredients for elaborate dishes, was rapidly growing. Italian pickled vegetables, with their versatility and their health profile (when preserved in extra virgin olive oil), enjoyed an excellent reputation. 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 Opportunities and Challenges
Michele’s first step was a thorough market analysis for each of the three destinations, identifying the specific opportunities and challenges for his pickled products:
• Dubai: The Dubai market was the most mature and receptive for Western food products. With a large expatriate population and a constantly expanding luxury tourism and hospitality industry, the city offered opportunities for the full range of “100×100 Italia Tipicità”.
o Baby artichokes, aubergines and grilled vegetable mix would be ideal for 5-star hotels, fine dining restaurants (Italian, Mediterranean, fusion), gourmet pizzerias and luxury caterers.
o Pitted olives and capers would also find ample space in large-scale retail trade and gourmet supermarkets, as versatile ingredients for home consumption.
o Attention to the quality of the preserving oil (preferably extra virgin olive oil) and traceability was essential.
• Saudi Arabia: The Saudi market, the largest in the region, offered very high volume potential, but required a much more cautious and specific approach. Halal certification for all food products was an absolute must. This meant ensuring that all ingredients (vegetables, oil, vinegar, flavourings, etc.) were Halal and that there was no cross-contamination in the supply chain. The use of wine vinegar could be a challenge, requiring the use of pure alcohol vinegar or apple cider vinegar, if wine vinegar was not accepted as Halal by local authorities.
o The simplest pickled products (e.g. olives, baby artichokes) would be the most requested by large retailers (supermarkets) and suppliers for international hotels and restaurants in large cities such as Riyadh and Jeddah.
o The emphasis on naturalness, wholesomeness and Halal compliance would be crucial.
• 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 his high-quality pickles in luxury hotels, gourmet restaurants and premium delicatessens. Here too, Halal certification was a strong competitive advantage and often an explicit requirement for large-scale retail trade and some Ho.Re.Ca channels.
Logistical and Bureaucratic Challenges: A Sensitive Path
Exporting pickles to the Middle East entailed a number of operational and regulatory challenges:
1. Storage and Climatic Conditions: Although pickles are long-life products, the high temperatures and humidity of the Gulf could affect the stability of the oil for preservation and the quality or organoleptic properties of vegetables over time. Michele made sure to use air-conditioned containers for sea transport and that his local partners’ warehouses were equipped with temperature and humidity control. The jars had to be made of dark glass or with wraparound labels to protect the contents from light.
2. Halal Certification: This was the most critical requirement, especially for Saudi Arabia. Michele worked closely with his suppliers to obtain Halal certification for all products. This meant checking every ingredient (vegetables, oil, vinegar, spices, flavorings) and ensuring that the production processes were compliant with Islamic standards by internationally recognized bodies. Particular attention was paid to wine vinegar: if not accepted, Michele would have to propose variants with pure alcohol vinegar or apple cider vinegar. This was not only a regulatory issue, but a sign of deep respect for the local culture and religion.
3. Customs Regulations and Labeling: Each country had its own specifications. Michele employed experienced legal and customs consultants to handle the complex documentation: certificates of origin of the vegetables, analysis of the oil used for preservation, health certificates, 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 blocking of the goods.
4. Residual Shelf Life: Given the long sea route, it was essential that the pickled products arrived with sufficient residual shelf life for distribution and retail. Michele optimised production and shipping times to maximise freshness and durability upon arrival.
Commercial and Marketing Strategies: The Narration of Authenticity
To penetrate and consolidate his presence, Michele developed a tailor-made commercial and marketing strategy, focused on the authenticity, quality of the ingredients and versatility of his pickles:
• Strategic Local Partnerships: Success depended heavily on choosing reliable local distributors with a solid sales network and a deep knowledge of the food and luxury market. For Dubai and Doha, he looked for partners with experience in large-scale distribution (premium supermarkets) and in the luxury 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.
• Premium Pricing and Positioning: “100×100 Italia Tipicità” positioned itself in the premium segment of the market. The prices reflected the superior quality of the ingredients, the use of extra virgin olive oil and the artisanal processing methods. Michele worked to communicate the added value of his pickled vegetables, telling the story of the origin of the vegetables, the care in their processing and the benefits of a Mediterranean diet.
• Sensory Marketing and Storytelling: Michele created captivating marketing materials (elegant brochures, videos, digital content) that told the story of each product, its region of origin and the recipes in which they could be used. He organized tastings and show-cooking in luxury hotels and shops, inviting buyers, chefs and food journalists, showing how pickled vegetables could enrich appetizers, salads and main courses. For Saudi Arabia, the emphasis on Halal certification and the naturalness of the ingredients was a strong point.
• Digital Channels and Social Media: He used social media and digital platforms to reach a wider audience, showing the versatility of pickled vegetables in everyday and gourmet cuisine. He collaborated with local food bloggers and influencers to increase awareness and attractiveness of the products.
• Formats and Specific Packaging: In addition to jars for home consumption, Michele proposed larger and more convenient formats for the Ho.Re.Ca. sector, such as buckets or metal cans, ensuring practicality and freshness even in large quantities.
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. The artichokes and filleted aubergines became a popular addition to the buffets of Dubai’s luxury hotels. The grilled vegetable mix found its place in the kitchens of Doha’s gourmet restaurants. And in Saudi Arabia, Halal-certified pitted olives began to fill supermarket shelves and be used in homes and at events.
Michele knew that expanding into the Gulf was a long-term commitment. He intended to explore and new opportunities, such as the introduction of organic or niche vegetable pickles, and the creation of gift packs that combined different products. The idea of collaborating with local suppliers to create “fusion” pickles with Middle Eastern ingredients was another interesting prospect.
With the authenticity and richness of the flavors of the Italian land that were starting to spread even in the heart of the desert, Michele Siano was not just a wholesaler; he was an ambassador of peasant traditions and culinary excellence, a guardian of flavors who, with dedication, rigor and passion, was bringing a little piece of Italy to the tables and most prestigious meeting places of the Gulf.