Organic products firm launched

A new company focused on organic products – Organic – conceived and managed by the national business house Al  Hosany Group, has been launched offering over 300 food and non-food organic products in the market  across 25 brands in its initial phase.

The new company marked the occasion of its entry into the market with the launch of the region’s first-ever 100 per cent organic energy drink, Pure BIO Energy, produced by Austria-based Pure BIO Products. As part of strengthening the sourcing capabilities of Organic, a new trading arm, Organic Life, was also unveiled at the occasion.

Juma Abdulla Al Hosany, Chairman of Al Hosany Group, said: “Organic has been conceived with a lot of thought which goes beyond the business point of view. Organic will seek to expand the market for organic products in the region and simultaneously enhance awareness of the salience of these products in terms of its health benefits and ethical contribution to animal welfare and environment.”

He said the market footprint of Organic is identified across the GCC countries and it will develop the regional markets as it continues to strengthen its presence in the UAE.

“Market for organic products is still niche and small compared to Europe or the US, but there is a steady rate of growth   in the uptake of these products making the Middle East market a promising growth ground in the years to come. Moreover, the increasing awareness among people across the region on healthy lifestyle and environment is furthering the cause of organic products,’ he said.

Muhammad Ashiq Ariejeel, CEO of Organic and Organic Life, the strategy of the company is to offer a diverse range of organic products across categories in the market.

 “While organic products are largely identified with food and beverages, we are looking at offering a healthy blend of food and non-food organic products. In the initial phase food and beverages may dominate our product portfolio but within this year itself an array of non-food organic products will be added.”

Ariejeel said that Organic has taken a deliberate strategy to support the expansion of the market by drawing in more consumers to the organic products through a pioneering pricing strategy.

“High prices have always been a hurdle for the growth of organic products in the market and we have taken a strategic look at it. We have put in place an innovative pricing mechanism which will drastically reduce the price gap between conventional and organic products so that more and more consumers would be attracted to the products. The challenge is to convert consumers to the organic side of the market and we are very confident on this,” he said.

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