Coffee firm likens UAE to US market

Firm draws similarities in brands & quality; reports growth in region

Daria Illy poses with the new products from Illy being showcased at Gulfood
Daria Illy poses with the new products from Illy being showcased at Gulfood

Coffee firm 'Illy' international key accounts department manager Daria Illy has spoken out on the similarities between the US and the UAE markets at Gulfood, as she visited Shura Trading, who distributes Illy in the region.

“It’s a similar market to the US – people are dedicated to their brands, and to quality,” she said.

“Europe is not having an easy moment, but as far as our key accounts are concerned, this is in the top five in the world,” Illy added.

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Illy said she had a "good" customer base in the Middle East among luxury hotels and restaurants, cruise ships, and airlines such as Air France and a Finnish air company.

“We are doing very well in Saudi, Oman, Qatar. The whole of the Middle East is growing, apart from the countries that are experiencing political and social problems – mainly Egypt and Bahrain. But even there it’s not so much of a slowing down – just more of a consistency with last year. On the whole we are experiencing a double-digit growth."

In 2012, the firm is focusing on its new 'Live Happy' campaign.

"We have had beautiful espresso cups created by an Italian artist, Francesco Clemente, that some restaurants are choosing to stock. And we have a new, beautifully designed Point One coffee machine. The campaign is all about being beautiful."

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