Global Star, a Saudi Arabian producer and importer of fresh produce, has unveiled its new brand identity, Delizia ® , in a statement issued by its CEO Stephano Iorini. According to Iorini, "the brand symbolizes our commitment to innovation, excellence and the diverse range of food products and services we provide to the Kingdom of Saudi Arabia, Bahrain, the United Arab Emirates and beyond."
The brand launch comes amidst a booming fruit distribution sector in the Gulf countries, with market mutations and a national ambition to produce locally. Bilal Javaid, Sales Manager at Global Star, explains how Delizia ® is rooted in this new context.
Javaid told FreshPlaza, "We have identified two key needs in the fresh produce market in the Gulf countries. Firstly, quality is more than ever a key factor in meeting customer needs. Consumers are increasingly demanding and selective about the products they buy and the services they use. They want reliable, well-designed offerings that meet their expectations and deliver on their promises."
Javaid continues: "Secondly, personalization is increasingly important to customers. They are looking for experiences tailored to their specific preferences, needs, and values. In an increasingly connected and data-driven world, customers expect brands to understand them on an individual level and offer them relevant and meaningful interactions."
To meet these needs, Global Star, through its new Delizia ® identity brand, is positioning itself in the premium segment, particularly through high-end retail and online shopping platforms, Javaid adds. "Saudi Arabia, and the Gulf countries in general, are a very dynamic market, with a range of customers such as Cash VAN, Modern Trade, HORECA & wholesale with diverse consumer profiles and experiences, from larger family-sized food options to individual portions. That allows us to work with a range of sizes, and varieties of fresh products. The trend is increasingly towards online shopping and e-commerce platforms."
"Customer feedback and sales figures are reassuring us of our strategic choice," enthuses Javaid. "Since we launched our Delizia ® brand and targeted the right positioning and customer approach, with the help of effective business partners and sales team, we've been aiming for significant sales growth; to date, we've achieved a 36% increase on last year's sales."
Javaid Concludes, "In addition to its premium range fruit and vegetable sourcing business, Global Star has also introduced local production operations, in line with the national ambition to produce locally as part of the government's 'Vision 2030' plan in Saudi Arabia. Our experience of producing red papayas locally has been very successful. In Ecuador and India, we have established partnerships with carefully selected growers to produce and pack our bananas. Similarly, in Spain, Morocco, Egypt, South Africa, and Greece, we work with trusted partners to produce and pack a variety of citrus fruits. In China and Vietnam, our partners produce and pack garlic and ginger. We also work closely with partners in Italy, Poland, and Greece to produce and pack our delicious apples."
