The Heart of Italian Taste in the Gulf: A Wholesaler of Canned Goods and Ready-made Sauces between Dubai, Saudi Arabia and Doha
Michele Siano, soul and founder of “100×100 Italia Tipicità”, was a man who had transformed his passion for the authentic flavors of the Mediterranean into a successful business. His company specialized in the wholesale distribution of canned goods and ready-made sauces, a crucial segment of Italian cuisine. In his catalog, prestigious names stood out: Barilla and De Cecco, pillars of large-scale distribution with their versatile and recognizable sauces; GranGusto, synonymous with selected products for catering; Così Com’è, excellence in Campanian tomatoes, almost a “fresh” ingredient in a can; and Luisa, with its traditional recipes and niche ingredients. Having consolidated his position in the Italian and European markets, Alessio felt it was time to look beyond, to the dynamic and fast-growing markets of Dubai, Saudi Arabia and Doha.
These Gulf metropolises were not just global business centers; they were true crossroads of cultures, with a growing demand for high-quality international food products and, in particular, authentic Italian flavors. The convenience and authenticity of the canned goods and ready-made sauces made them ideal for meeting the needs of both the Ho.Re.Ca. (Hotel, Restaurant, Catering) sector and those of domestic consumption, especially among the large expat community and the growing local middle class. Alessio knew 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 the Opportunities
Alessio’s first step was a thorough market analysis for each of the three destinations, identifying specific opportunities and challenges:
• Dubai: The Dubai market was the most mature and receptive to Western products. With a huge expatriate population and a constantly expanding luxury tourism and restaurant industry, the city offered opportunities for all the “100×100 Italia Tipicità” brands. Barilla and De Cecco would find space in large-scale distribution and mass supermarkets, thanks to their recognisability and wide range. GranGusto was perfect for medium and high-end restaurants and catering. Così Com’è and Luisa, with their premium positioning and attention to the quality of the ingredients, would be ideal for gourmet restaurants, luxury hotels and specialty food stores.
• Saudi Arabia: The Saudi market, the largest in the region, offered very high volume potential, but required a more cautious and specific approach. Halal certification for all food products was an absolute must. Although tomato-based sauces and vegetable preserves are generally Halal, Alessio had to ensure that the entire production chain was certified, from the absence of alcohol to cross-contamination with non-Halal ingredients (e.g. animal fats). Most sales would be concentrated in large-scale distribution for Barilla and De Cecco, while GranGusto, Così Com’è and Luisa would target a more select clientele and international restaurants in major cities such as Riyadh and Jeddah.
• Doha (Qatar): Similar to Dubai in its openness and focus on luxury, Doha offered a dynamic market, although smaller in size. The growth of the hotel industry and international events made the city a prime target. Alessio would position all of his brands, with Barilla and De Cecco in retail distribution and catering, and GranGusto, Così Com’è and Luisa in luxury hotels and gourmet restaurants. Here too, Halal certification represented a strong competitive advantage.
Logistical and Bureaucratic Challenges
Exporting canned goods and ready-made sauces to the Middle East involved a series of operational and regulatory challenges:
1. Logistics and Storage: Although canned goods and sauces have a long shelf life, they required careful control of storage conditions to avoid temperature changes that could compromise the quality of the product. Alessio ensured that the containers were ventilated and that the local partners’ warehouses were adequate, protected from direct sunlight and excessive humidity. Managing large volumes, especially for the Barilla and De Cecco brands, required supply chain optimization.
2. Halal Certification: This or was the critical point for Saudi Arabia and a strong enabler for other markets. Alessio worked closely with the manufacturers of each brand to ensure that all ingredients 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 respect and a competitive advantage.
3. Customs Regulations and Labeling: Each country had its own specifications. Alessio used expert consultants to manage the complex documentation: certificates of origin, product analysis, health certificates, export documents and import permits. The labeling had to be precise: information in Arabic (and English), detailed list of ingredients, nutritional values, production and expiration date, and of course the Halal logo when applicable. It was essential to avoid mistakes that could cause delays or blocks in customs.
4. Product Adaptation: Although Italian authenticity was the strong point, Alessio considered the possibility of small adaptations if required by the market, for example less salty or less spicy versions for some sauces, or the introduction of specific formats for large-scale retail trade or the Ho.Re.Ca sector.
Commercial and Marketing Strategies
To penetrate and consolidate his presence, Alessio developed a tailor-made commercial and marketing strategy:
• 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 the Ho.Re.Ca. sector and premium large-scale retail trade. For Saudi Arabia, he opted for a distributor with a proven ability to handle high volumes and who had a solid reputation and familiarity with the strict Halal regulations and cultural dynamics.
• Differentiated Pricing and Positioning: The pricing policy had to reflect the positioning of each brand. Barilla and De Cecco would be priced competitively for volumes and large-scale distribution. GranGusto would position itself as a quality option for foodservice. Così Com’è and Luisa, with their superior quality and artisanal approach, would be priced premium, justified by their excellence. Alessio carefully negotiated margins for distributors, incentivizing their promotion.
• Authentic Marketing and Storytelling: “100×100 Italia Tipicità” didn’t just sell sauces; it sold the experience of Italian cuisine. Alessio created compelling marketing materials (brochures, videos, digital content) that told the story of each brand, the origin of the ingredients (e.g. Così Com’è tomatoes from Campania), and the passion behind each recipe. He organized tastings and show-cooking with Italian chefs in the region, showcasing the versatility of the sauces and preserves. For Saudi Arabia, the emphasis on Halal certification and natural ingredients was a priority.
• Digital Channels and Social Media: He used social media and digital platforms to reach a wider audience, showing recipes, pairings and usage tips. He collaborated with local food bloggers and influencers to increase awareness and appeal of the products.
• Training and Support: He provided training to the sales teams of local distributors on the different brands, their unique characteristics and the best ways to present them to customers. He provided ongoing support for any post-sales needs, strengthening trust and partnership.
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 promising. Barilla and De Cecco sauces began to fill the shelves of supermarkets, meeting the favor of families. GranGusto quickly found a place in the kitchens of mid-range restaurants and hotels. And Così Com’è tomatoes, with their freshness and sweetness, became a sought-after ingredient by gourmet chefs and specialty shops in Dubai and Doha.
Alessio knew that expanding into the Gulf was a long-term commitment. He intended to expand the offering with new variations of sauces, niche vegetable preserves in oil and, perhaps, introducing organic products, a growing segment. The idea of creating specific product lines or customized formats for large hotel chains was already in his thoughts.
With the authentic flavor of Italy beginning to spread even in the heart of the desert, Michele Siano was not just a wholesaler; he was an ambassador of taste, a custodian of culinary traditions who, with strategy and passion, was bringing a piece of Italian culture aliana on the tables of the Gulf.