Spain’s Provacuno aims to beef up Saudi market

Updated 14 November 2018
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Spain’s Provacuno aims to beef up Saudi market

Abdulaziz Alaquil Jeddah: Provacuno, the inter-professional organization of the Spanish beef industry, is currently on a promotional tour across the Kingdom showcasing the benefits of their high-quality and environmentally-friendly beef production. A non-profit organization officially recognized by the Spanish government, Provacuno represents 85 percent of the Spanish beef industry.
Established in 1997, Provacuno comprises national associations representing and protecting the interests of companies involved in the production, industrial, and commercial sectors of the Spanish beef industry. Their annual meat production exceeds 650,000 tons, and they have over 110,000 farms, with industry exports amounting to 175,000 tons annually.
For the past 20 years, they have officially been recognized by the Spanish Ministry of Agriculture, Fisheries and Food, as an agro-food inter-professional organization.
Along with defending the interests of the Spanish beef industry, from production, through processing, and trading, Provacuno aims to support the internationalization process of beef companies into export markets such as Saudi Arabia. Their promotion of responsible beef consumption through research and development programs is done with the goal of enhancing the beef industry’s image through their sustainable and environmentally-friendly production processes that are in strict compliance with the European Production Model, which adheres to the most stringent of standards regarding animal welfare, hygiene control, and environmental protection. While at the same time, they are able to cater to international market demands, such as being 100 percent halal-certified for Saudi markets.
Representatives of Provacuno are currently in the Kingdom promoting their marketing campaign “What a Wonderful European Beef,” which will conclude at the Foodex Saudi 2018 in Jeddah on Thursday. During this campaign trail, they organized a presentation on Spanish beef at the residence of Ambassador of Spain to Saudi Arabia Don Alvaro Iranzo in Riyadh.
The event was attended by over 50 Saudi import and distribution agents, who sampled Provacuno’s beef prepared by Spanish Chef Fernando Del Cerro.
Provacuno considers Saudi Arabia a key target market as it is one of the largest meat-consuming nations in the world reliant on quality meat imports. In 2017, the Kingdom produced 60,000 tons of meat while consuming over 220,000 tons. Recently, Brazil (39 percent) overtook India (26 percent) as the main exporter of beef to the Kingdom.
Along with meeting with industry executives in Riyadh, Provacuno also hosted a cooking workshop at the King Abdul Aziz University (KAU) in Jeddah.


Positive impact of Vision 2030 on hospitality: Report

Ascott has reported a decrease of 10 percent in expat families within the Kingdom.
Updated 16 December 2018
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Positive impact of Vision 2030 on hospitality: Report

The Ascott Limited has drawn up a report into the changing dynamics of guest profiles in Saudi Arabia. 

As the government’s Vision 2030 economic diversification strategy proves to have a positive effect on the hospitality industry, Ascott is witnessing a notable change in its guests across the Kingdom. This has been influenced by the swift introduction of various initiatives from the removal of ban on women driving, to the introduction of cinemas, concerts with mixed-gender admission and major events such as the Formula E that was held last week in Riyadh.

“Our guest profiles are changing in line with the changing dynamics of the country. We have seen a spike in female guests of 7 percent from 2017, influenced by guests traveling for both work and leisure,” said Vincent Miccolis, Ascott’s regional GM for the Middle East, Africa and Turkey. 

Female guests have increased considerably this year, as properties across Jeddah averaged a 9 percent growth, while Ascott Rafal Olaya Riyadh experienced a growth rate of 5 percent. 

“It means there is an opportunity for the serviced residence industry to tap in to the growing number of female travelers and provide tailored services specifically for women,” explained Miccolis.

Ascott Rafal Olaya Riyadh has a women’s only leisure floor consisting of an outdoor pool, gymnasium, lounge, children’s playroom and day spa. The property is receiving positive feedback from female business travelers about the facilities.

Ascott has reported a decrease of 10 percent in expat families within the Kingdom, attributed to the introduction of expat levies on dependents. Family occupants taking two and three-bedroom apartments have moved to single occupants in a one-bedroom apartment. Miccolis said: “If the announcement made last week on Bloomberg regarding a review of the expat levies being restructured comes to fruition, it will provide a positive outcome for our industry.” 

International guests have maintained a consistent average over the last two years of 25 percent across the Kingdom, however Jeddah and Riyadh are on opposite scales. Fifty-five percent of Ascott Rafal Olaya Riyadh’s guests are international, which is a growth of 15 percent from 2017. While the four properties in Jeddah have 15 percent international guests, this is a decline of 10 percent from 2017.

“With these changing dynamics of our guests in the Kingdom, a key focus is customer service training, with the goal of exceeding guest expectations. 

This year posed a credible 92 percent customer satisfaction score, a testament to the staff in the region,” said Miccolis.