Ramadan, the Muslim’s holy month of the fast, is approaching - a time when Arla Foods’ sales team in the Middle East are particularly busy.
Regional Sales Manager Morten Jensen and Account Executive Sayed Shehatam have their work cut out during Ramadan.
This year, Ramadan is expected to start on November 6 (depending on the Moon’s position) and will last for one month. During this time, Muslims cannot eat or drink during the day.
Large quantities of food and drink are, however, consumed after sunset which is why Ramadan is the peak season for Arla Foods’ subsidiary in Saudi Arabia, Danya Foods.
”Sales during Ramadan are crucial for a good end-of-year result,” says General Manager Kasper Lenbroch. ”The month leading up to Ramadan and Ramadan itself account for 66% of Danya’s total sales of mozzarella."
Mozzarella arrives in blocks from Rødkærsbro Dairy, is shredded at the dairy in Riyadh and sold in Saudi Arabia, Kuwait, Bahrain, Oman, Quatar and the United Arab Emirates (UAE).
The 316 employees at Danya Foods’ sales department go to work twice a day because the shops stay open during the day and at night. ”It’s a tough time,” says Regional Sales Manager Morten Jensen. ”We’re constantly out of the office visiting shops, which is one of the keys to our success at Danya Foods.”
The subsidiary in the United Arab Emirates, which is responsible for the markets in the Emirates and Oman, is also experiencing a very busy time. General Manager Jacob Steen Mikkelsen expects sales volumes to rise, especially in Oman.