Voluntary Report - public distribution

**Date:** 1/19/2006

**GAIN Report Number:** JO6001

**Jordan**

###### Retail Food Sector

**Annual**

**2006**

**Approved by:**

![](media/image1.wmf)Asif J. Chaudhry

U.S. Embassy

**Prepared by:**

Hala Y. Khoury/Mohamed Khraishy/Kurt Seifarth

**Report Highlights:**

Food sales are expected to grow as a result of the expansion of local
supermarkets and opening of new supermarkets and superstores.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Amman \[JO1\]

\[JO\]

# Table of Contents

[Table of Contents 2](#table-of-contents)

[I. MARKET SUMMARY 3](#i.-market-summary)

[a) General Background 3](#a-general-background)

[b) Highlights of recent trends that impact the retail:
3](#b-highlights-of-recent-trends-that-impact-the-retail)

[TABLE 1: RETAILS SALES 4](#table-1-retails-sales)

[TABLE 2: OPPORTUNITIES /CHALLENGES IN THE JORDANIAN MARKET
5](#table-2-opportunities-challenges-in-the-jordanian-market)

[II. Road Map to Market Entry for U.S. Supplies
5](#ii.-road-map-to-market-entry-for-u.s.-supplies)

[A. ENTRY STRATEGY 5](#a.-entry-strategy)

[Distribution Channels 6](#distribution-channels)

[TABLE 3: Distribution channels for food, alcoholic beverages and
confectionery
7](#table-3-distribution-channels-for-food-alcoholic-beverages-and-confectionery)

[Table 4: COMPANY PROFILE 2004/2005
7](#table-4-company-profile-20042005)

[Demand and Supply Trends 8](#demand-and-supply-trends)

[B. CONVENIENCE STORES, GAS MARTS, KIOSKS
8](#b.-convenience-stores-gas-marts-kiosks)

[C. TRADITIONAL MARKETS -- "MOM & POP" SMALL INDEPENDENT GROCERY
8](#c.-traditional-markets-mom-pop-small-independent-grocery)

[STORES AND WET MARKETS 8](#stores-and-wet-markets)

[III. COMPETITION 8](#iii.-competition)

[TABLE 5: RETAILS SALES The following table illustrates the Jordanian
imports for the following products categories (Jan. -- Dec. 2004 \$ mil)
9](#table-5-retails-sales-the-following-table-illustrates-the-jordanian-imports-for-the-following-products-categories-jan.-dec.-2004-mil)

[TABLE 6: The following table illustrates suppliers of consumer foods
and edible fishery products:
10](#table-6-the-following-table-illustrates-suppliers-of-consumer-foods-and-edible-fishery-products)

[IV. BEST PRODUCT PROSPECTS 10](#iv.-best-product-prospects)

[A. Products in the market, which have good sales potential:
10](#a.-products-in-the-market-which-have-good-sales-potential)

[B. Products not present in the market, but which have good sales
potential:
10](#b.-products-not-present-in-the-market-but-which-have-good-sales-potential)

[C. Products not present in significant quantities, but which have good
sales potential:
11](#c.-products-not-present-in-significant-quantities-but-which-have-good-sales-potential)

[D. Products not present in supermarkets because they face significant
custom barriers due to ethical and religious issues:
11](#d.-products-not-present-in-supermarkets-because-they-face-significant-custom-barriers-due-to-ethical-and-religious-issues)

[V. POST CONTACT AND FURTHER INFORMATION
11](#v.-post-contact-and-further-information)

**DISCLAIMER**: the Agricultural Trade Office of the USDA/Foreign
Agricultural Service in Amman, Jordan has prepared this report for U.S.
exporters of domestic food and Retail Food Sector. While every possible
care has been taken in the preparation of this report, the information
provided might be dated, as some import requirements are subject to
frequent change. It is highly recommended that U.S. exporters ensure
that all necessary customs clearance requirements have been verified
with local authorities through your foreign importer before the sale
conditions are finalized. FINAL IMPORT APPROVAL OF ANY PRODUCT IS ALWAYS
SUBJECT TO THE RULES AND REGULATIONS AS INTERPRETED BY THE COUNTRY OF
IMPORT AT THE TIME OF PRODUCT ENTRY.

# 

# I. MARKET SUMMARY

Since 1990, Jordan is witnessing a boom in supermarkets and superstores
establishments. There has been a vertical and horizontal expansion and
opening of local and multinational superstores and supermarkets
investing in Jordan. C-town a multinational superstore (U.S.) has four
supermarkets and is adding two new outlets. Carrefour (French) will open
a huge supermarket, the biggest in the Middle East, in 2006 and will
open two more outlets in Amman in 2007. Competition among retailers is
increasing and most consumers find this to their benefit. In order to
keep current customers and attract new ones, most supermarkets offer
weekly specials, promotional discounts and integrated item offers to
encourage consumers to purchase more.

## a) General Background

Jordan is a small Middle Eastern country with limited natural resources.
A net food importing country that depends on imports for some basic food
items such as wheat, barley, corn, dairy products, sugar, red meat,
rice, legumes and canned food items; Yet self‑sufficient in a number of
agricultural products, especially fresh fruit and vegetable and poultry.
The capital Amman is the main and largest market. Amman and three
adjacent cities: Salt, Zarka and Madaba constitute two thirds of
Jordan's population.

A Free Trade Agreement (FTA) between Jordan and the United States
entered into force in December 2001. Since that time, Jordan is steadily
eliminating trade barriers between the two countries, a process that
will be completed in 10 years. This has a direct effect on the creation
of new commercial opportunities for U.S. firms seeking to enter the
Jordanian market and the Middle East region.

-   Population of Jordan is around 5.350.000; the largest cities are
    Amman (2.047.000) and Irbed (952.000) and Zerka (799.000). The
    population growth rate as of 2004 is 2.6 percent.

-   Nominal GDP is \$10.8 billion, real GDP growth rate is 7.4 percent

-   GDP per capita at the end of 2004 is \$2,030/year

-   Inflation rate in 2004: 3.4 percent

-   Total exports in 2004: \$5.576 billion

-   Total imports in 2004: \$9.190 billion

-   Total imports from the U.S. in 2004: \$547 million

-   Total agricultural imports from the U.S. in 2004: \$185 million

-   Total agricultural imports in 2004: \$1,185 million

-   U.S. agricultural market share in 2004: 15.6 percent

## b) Highlights of recent trends that impact the retail:

The introduction of supermarkets and superstores is re-shaping the
retail sector. Safeway Superstores, the first international supermarket
to open in Jordan (U.S. franchise) succeeded in changing and making it
possible for Jordanians to buy everything under one roof. This has
prompted some local retailers to reinvent themselves.

Shopping at supermarkets and superstores is becoming a leisure activity
for the Jordanian consumers. Consumers depend less on neighborhood
stores and convenience stores except for last minute food needs.
Supermarkets are scattered in the suburbs of Amman and in other cities
and villages of Jordan. In small cities and villages, grocery and
convenience stores still play an important role in the retail business.

Home delivery service is very popular among the large retailers in Amman
only. The objective of the delivery service is to create customer
loyalty and is free of charge.

Supermarkets located in malls or superstores run coffee shops, fast food
restaurants and children playgrounds.

Retailers are advertising about their products through roadside
advertising posters, signs, newspapers, and weekly free advertising
newspapers and on TV.

Alcoholic beverages are limited to a few authorized supermarkets and
dealers.

The United States of America, Turkey, Greece, Cyprus, Italy, Belgium,
France, Denmark, Spain, Dubai and Saudi Arabia are the major suppliers
of consumer-ready food products in Jordan.

The following tables illustrate retails sales, consumer expenditures and
market opportunities and challenges.

### TABLE 1: RETAILS SALES

+-------------------------------------------+---------+---------------+
| > Economic Activity: Enterprises in       |         |               |
| > Jordan belonging to sector \"Wholesale  |         |               |
| > and Retail Trade\" Year 2003            |         |               |
+-------------------------------------------+---------+---------------+
| **Economic Activity**                     | **Gross | **Gross value |
|                                           | o       | added**       |
|                                           | utput** |               |
+-------------------------------------------+---------+---------------+
| Wholesale of agricultural raw materials   | \$7,    | \$6,043,800   |
| and live animals                          | 614,800 |               |
+-------------------------------------------+---------+---------------+
| Wholesale of food, beverages and tobacco  | \$90,   | \$64,491,300  |
|                                           | 179,600 |               |
+-------------------------------------------+---------+---------------+
| Wholesale of other household goods        | \$108,  | \$83,323,800  |
|                                           | 987,000 |               |
+-------------------------------------------+---------+---------------+
| Retail sale in non-specialized stores     | \$103,  | \$74,943,000  |
| with food, beverages or tobacco           | 926,000 |               |
| predominating                             |         |               |
+-------------------------------------------+---------+---------------+
| Other retail sale in non-specialized      | \$45,   | \$37,156,500  |
| stores                                    | 690,800 |               |
+-------------------------------------------+---------+---------------+
| Retail sale of food, beverages and        | \$84,   | \$55,342,400  |
| tobacco in specialized stores             | 978,000 |               |
+-------------------------------------------+---------+---------------+
| Retail sale of household appliances,      | \$50,   | \$33,946,200  |
| articles and equipment                    | 539,900 |               |
+-------------------------------------------+---------+---------------+
| Other retail sale in specialized stores   | \$90,   | \$59,779,910  |
|                                           | 526,230 |               |
+-------------------------------------------+---------+---------------+
| Retail sale via stalls and markets        | \$1,    | \$1,356,800   |
|                                           | 947,800 |               |
+-------------------------------------------+---------+---------------+
| === Total: Wholesale and retail trade === | \       | \$822,673,900 |
|                                           | $1,134, |               |
|                                           | 296,000 |               |
+-------------------------------------------+---------+---------------+

 **Source: DOS Jordan in figures 2004**

### TABLE 2: OPPORTUNITIES /CHALLENGES IN THE JORDANIAN MARKET

  --------------------------------- -------------------------------------
  OPPORTUNITIES                     CHALLENGES

  Of the 5.3 million Jordanians, 5  Limited income. Jordanians assume
  percent can afford to purchase    that imported products from the U.S.
  imported food products.           are more expensive than locally
                                    produced.

  Products perceived as new to      Lack of brand awareness
  market have a wide appeal to      
  Jordanians.                       

  The growing retail sector is      Lack of knowledge and training in
  looking for new food products     purchasing and handling of U.S.
                                    products

  Importers generally like trading  Imports from the U.S. cost much more
  with U.S. exporters because of    than products imported from other
  the reliability and quality of    sources of supply due to high freight
  service.                          costs.

  Political tensions lead to        Difficulty of Recruiting U.S.
  exporter perceptions of           companies to attend trade shows in
  difficulty in conducting business the region.
  in the region.                    

  Commodity importers are price     The availability of the GSM-102 AND
  sensitive and U.S. freight costs  supplier Credit Guarantee Programs
  are relatively high..             can help lower costs of importing
                                    U.S. products.

  Expanding number of supermarket   A Free Trade Agreement (FTA) between
  chains.                           Jordan and the United States, customs
                                    duties will be eliminated. Also,
                                    Sales Tax on agricultural products is
                                    only 4 percent instead of 16 percent.

  More Jordanians are taking up a   American products suffering from Anti
  modern (western) life style.      American rhetoric.
  Eating habits and shopping        
  patterns that reflect American    
  style malls.                      

                                    Arabic labeling with visual emphasis
                                    on alcohol free and pork fat free can
                                    add to product appeal. Jordanians
                                    respond to GMO-free labeling of EU
                                    products.
  --------------------------------- -------------------------------------

### 

# II. Road Map to Market Entry for U.S. Supplies

## A. ENTRY STRATEGY

Jordan's retail food sector has been rapidly expanding over the last ten
years, this expansion into supermarkets and superstore retailing offer
U.S. suppliers an opportunity.

C-TOWN, a U.S. chain of supermarkets is currently operating four outlets
with plans to open two more in Amman in 2006. They import directly for
their supermarkets from the U.S.

Safeway International started out in 1990 as a U.S. franchise. Later on,
local owners bought the franchise, in 2004 a Kuwaiti company took over.
The name is expected to change to Sultan. This chain started in Kuwait
and has expanded into many Gulf countries.  The group is very ambitious
and expanding chain store, a new branch under construction is extending
to over 17000 m2 and will contain a 1000 car parking, located in eastern
Amman, it will serve customers on bulk discounts marketing basis, the
same way marketing strategy applied in their Zarka branch, both
targeting middle and low income customers.   

The French chain Carrefour (under construction) will open one outlet in
2006 in Amman and will follow within two more in 2007. Its focus is on
middle income families by selling international products at lower
prices.

Other supermarkets i.e. Cozmo, is presently expanding its superstore and
will be adding a new outlet in 2006, Abbadi supermarket, a local
successful grocery store in Amman, now expanding its superstore into
13000 sq. m. with a shopping area of 2600m2. Al-Farid is in the process
of expanding their present outlets and adding new outlets in order to
compete. A new American style mall Al Mukhtar, is under construction in
Amman to expand its original business of gifts and home appliances, the
first floor of 3000 sq. m. will be allocated for grocery supermarket.
Also, another American style mall Al Radaideh, is under construction in
Irbed and will start its operation in 2006 to expand its original
business of gifts and home appliances, the first floor of 2600 sq. m.
will be allocated for grocery supermarket.

With the growing size of supermarket outlets in Amman, and other major
cities of Jordan, FAS Amman encourages exporters of food products to
organize trade missions, conduct awareness seminars and orient
promotional campaigns to these retailers, exchange direct contacts with
Jordanian importers and owners of supermarkets. Also, U.S. cooperators
are encouraged to organize in-store promotions. The promotions can
include recipes using American ingredients. Live cooking
presentations/sampling/displaying different American brands will drive
to full awareness to the U.S. food products.

U.S. suppliers should study the Jordanian market and be prepared to
comply with Jordan's labeling requirements, both official and
customers', such as Arabic labels on food items with visual emphasis on
'Alcohol Free and Pork Fat Free'. Entertain orders that are smaller than
normal and share a shipment with other U.S. exporters or mix products in
one shipment.

FAS Amman encourages U.S. exporters to participate in the annual **Gulf
Food, Hotel\
and Equipment Exhibition and Salon Culinaire, which take place in**
Dubai, UAE.

Since 1987, Gulfood has been considered as the Middle East and Africa's
primary business platform for food, drink, foodservice and hospitality
equipment. The exhibition is a showcase for manufacturers, distributors,
and suppliers from around the world, representing the entire key sectors
within food and hospitality. FAS Amman encourages all Jordanian food
importers/supermarket-purchasing officials to attend the exhibition.
**-** Last year 70 American food companies participated in this
exhibition and many Jordanian importers concluded transactions with
American food companies attending the show.

FAS Amman promotes the FMI show that takes place in every May in
Chicago. The objective is to acquaint Jordanian importers/distributors
with U.S. products and U.S. suppliers. With the expansion of the number
of supermarket chains, there is a good opportunity to introduce
new-to-market products.

### Distribution Channels

Importers either sell their products to wholesalers who distribute food
products to retail outlets, or sell directly to retailers. There are
supermarkets that import food products directly for their own outlets
and there are importers that import food products for their own outlets
and distribute their imports in other outlets throughout Jordan.

### TABLE 3: Distribution channels for food, alcoholic beverages and confectionery

+-----------------------------------+-----------------------------------+
| Food                              | Supermarkets, mini supermarkets   |
|                                   |                                   |
|                                   | Large, medium and small grocery   |
|                                   | stores                            |
|                                   |                                   |
|                                   | Hotels and restaurants            |
+-----------------------------------+-----------------------------------+
| Alcoholic Beverages               | Hotels                            |
|                                   |                                   |
|                                   | Restaurants with license for      |
|                                   | alcoholic                         |
|                                   |                                   |
|                                   | beverages                         |
|                                   |                                   |
|                                   | Liquor shops (very limited)       |
|                                   |                                   |
|                                   | Bars (very limited)               |
+-----------------------------------+-----------------------------------+
| Confectionery                     | Large, medium and small grocery   |
|                                   | shops                             |
+-----------------------------------+-----------------------------------+

### Table 4: COMPANY PROFILE 2004/2005

+-------------+-----------+-------+---------+-------------------------+
| Retailer    | Ownership | No.   | Lo      | Purchasing              |
| Name        |           | of    | cations |                         |
|             | Lo        | Ou    |         | Agent Type              |
| & Outlet    | cal/Multi | tlets | (City)  |                         |
| Type        |           |       |         |                         |
+-------------+-----------+-------+---------+-------------------------+
| C-Town      | Mult      | 4     | Amman   | Direct importer         |
|             | inational |       |         |                         |
|             |           |       |         | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Safeway     | Mult      | 9     | 5 Amman | D                       |
|             | inational |       |         | irect/Importer/Retailer |
|             |           |       | 1 Irbed |                         |
|             |           |       |         |                         |
|             |           |       | 1 Aqaba |                         |
|             |           |       |         |                         |
|             |           |       | 2 Zerka |                         |
+-------------+-----------+-------+---------+-------------------------+
| Abbadi      | Local     | 1     | Amman   | Direct/Retailer         |
+-------------+-----------+-------+---------+-------------------------+
| Cosmo       | Local     | 1     | Amman   | Direct/Agent/Retailer   |
+-------------+-----------+-------+---------+-------------------------+
| Zanbaka     | Local     | 2     | 1 Amman | Direct/Agent/Retailer   |
|             |           |       |         |                         |
|             |           |       | 1 Irbed |                         |
+-------------+-----------+-------+---------+-------------------------+
| Plaza       | Local     | 1     | Amman   | Direct/Agent/Retailer   |
+-------------+-----------+-------+---------+-------------------------+
| Fuad        | Local     | 1     | Amman   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Noman Mall  | Local     | 1     | Amman   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Al Farid    | Local     | 1     | Amman   | Importer & Cash and     |
|             |           |       |         | carry                   |
+-------------+-----------+-------+---------+-------------------------+
| Rainbow     | Local     | 1     | Amman   |                         |
+-------------+-----------+-------+---------+-------------------------+
| Stop & Shop | Local     | 1     | Amman   | Impor                   |
|             |           |       |         | ter/Wholesaler/Retailer |
+-------------+-----------+-------+---------+-------------------------+
| Top & Top   | Local     | 1     | Amman   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Sweet       | Local     | 1     | Amman   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Abdoun      | Local     | 1     | Amman   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| University  | Local     | 1     | Amman   | Retailer                |
| Mall        |           |       |         |                         |
+-------------+-----------+-------+---------+-------------------------+
| Grand       | Local     | 1     | Amman   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Al Madina   | Local     | 1     | Amman   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Sameh       | Local     | 1     | Zerka   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Badran      | Local     | 1     | Amman   | Retailer                |
|             |           |       |         |                         |
|             |           |       | Zerka   |                         |
+-------------+-----------+-------+---------+-------------------------+
| Zamzam      | Local     | 1     | Irbed   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Abu Thahab  | Local     | 1     | Aqaba   | Retailer                |
+-------------+-----------+-------+---------+-------------------------+
| Marhaba     | Mult      | 1     | Aqaba   | Importer/               |
|             | inational |       |         |                         |
|             |           |       |         | Retailer                |
+-------------+-----------+-------+---------+-------------------------+

Annual sales for medium to large supermarkets range from \$8 - \$15
million.

### Demand and Supply Trends

Mid to upper income consumers are becoming more demanding. Retailers
have begun to become customer driven in their approach to staff, product
range and service.

The increasing number of working women has led to an increase in demand
for ready made meals and or easy to cook meals.

The trend for purchasing frozen/ready to cook products is increasing.

Demand on dietetic or low calorie food items are increasing in the
supermarkets.

## B. CONVENIENCE STORES, GAS MARTS, KIOSKS

A new local company is planning to open 55 gas stations through out
Jordan, which will have on its premises a bakery, fresh fruit juices,
mini supermarket and fast food. They have signed an agreement with
McDonalds to open restaurants. The first gas station will open in Amman
January 2006. Meanwhile, there are several small groceries that sell
juices, chips, chocolates and other small items within gas stations
premises.

##  C. TRADITIONAL MARKETS -- "MOM & POP" SMALL INDEPENDENT GROCERY 

## STORES AND WET MARKETS

Small grocery stores and mini supermarkets offer a limited number of
imported food products that are purchased locally from importers or
wholesalers. These grocery stores are under pressure from the new
retailers but will not close down as long as their turnover is covering
the living expenses of the family.

# III. COMPETITION 

In 2004, according to the Jordanian Statistics, total exports to Jordan
from the U.S. for consumer oriented products were \$60.1 million while
from other sources were \$436.8 million.

### TABLE 5: RETAILS SALES The following table illustrates the Jordanian imports for the following products categories (Jan. -- Dec. 2004 \$ mil)

+----------------------+-------------+------------+---------+--------+
| Product              | Total       | **Imports  | **U.S.  | Import |
|                      | Imports     | from**     | M       |        |
|                      |             |            | arket** |        |
|                      | In Million  | **The      |         | Tariff |
|                      | \$          | U.S.**     | **Share |        |
|                      |             |            | (%)**   |        |
+----------------------+-------------+------------+---------+--------+
|  Meat, offal's       | \$14        | \$0.213    | 1.5%    |        |
+----------------------+-------------+------------+---------+--------+
| Cheeses              | \$8.9       | \$2.0      | 22%     | None   |
+----------------------+-------------+------------+---------+--------+
| Almonds              | \$4.8       | \$4.4      | 92%     |        |
+----------------------+-------------+------------+---------+--------+
| Bovine semen &       | \$0.297     | \$0.034    | 11.4%   |        |
| embryos              |             |            |         |        |
+----------------------+-------------+------------+---------+--------+
| Apples, fresh        | \$14.3      | \$0.388    | 3%      |        |
+----------------------+-------------+------------+---------+--------+
| Coffee, roasted      | \$9.0       | \$0.083    | 1%      | None   |
+----------------------+-------------+------------+---------+--------+
| Rice                 | \$61.0      | \$12.5     | 28%     | None   |
+----------------------+-------------+------------+---------+--------+
| Seeds for sowing     | \$8.4       | \$1.8      | 21%     |        |
+----------------------+-------------+------------+---------+--------+
| Soybean oil, refined | \$22.8      | \$0.388    | 2.5%    | 15%    |
+----------------------+-------------+------------+---------+--------+
| Corn oil, refined    | \$15.0      | \$13.6     | 90%     | 15%    |
+----------------------+-------------+------------+---------+--------+
| Butter               | \$6.2       | \$1.1      | 18%     | None   |
+----------------------+-------------+------------+---------+--------+
| Natural honey        | \$1.6       | \$0.009    | 0.5%    | 15%    |
+----------------------+-------------+------------+---------+--------+
| Chewing gum and      | \$8.5       | \$0.186    | 2%      | 15%    |
| sugar confectionery  |             |            |         |        |
+----------------------+-------------+------------+---------+--------+
| Cocoa powder         | \$2.0       | \$0.012    | 1%      | None   |
+----------------------+-------------+------------+---------+--------+
| Milk in powder       | 47.61       | 0          | 0       | None   |
+----------------------+-------------+------------+---------+--------+
| Spices               | 0.406       | 0.028      | 7%      | None   |
+----------------------+-------------+------------+---------+--------+
| Powdered juices      | 4.945       | 0.547      | 11%     | 15     |
+----------------------+-------------+------------+---------+--------+
| Ready food pastry    | 4.601       | 0.760      | 16.5%   | 10/10  |
| products             |             |            |         |        |
+----------------------+-------------+------------+---------+--------+
| Water, including     | 15.585      | 0.009      | 0.06%   | 15     |
| mineral water        |             |            |         |        |
+----------------------+-------------+------------+---------+--------+
| Other non            | 0           | 0          | 0       | 42.5   |
| alcoholic beverages  |             |            |         |        |
+----------------------+-------------+------------+---------+--------+
| Other wine, grape    | 0.443       | 0.01       | 0.2%    | 153    |
| must with            |             |            |         |        |
| fermentation         |             |            |         |        |
+----------------------+-------------+------------+---------+--------+
| Whiskies & Hard      | 1.864       | 0.033      | 2%      | 153    |
| liquors              |             |            |         |        |
+----------------------+-------------+------------+---------+--------+
| Vinegar              | 0.245       | 0.065      | 20%     | 15     |
+----------------------+-------------+------------+---------+--------+
| Cigarettes           | 4.047       | 0.220      | 5.5%    | 80     |
+----------------------+-------------+------------+---------+--------+
| Tobacco for smoking  | 7.280       | 0.033      | 1%      | 80     |
+----------------------+-------------+------------+---------+--------+
| Source: DOS Editor   |             |            |         |        |
| Calculations:        |             |            |         |        |
+----------------------+-------------+------------+---------+--------+

## TABLE 6: The following table illustrates suppliers of consumer foods and edible fishery products:

+----------------+--------------+------------+----------+-------------+
|                |              |            |          |             |
+----------------+--------------+------------+----------+-------------+
| Product        | Size of      | Largest    | Market   | US Market   |
|                | Imports  in  | supplier   | share    | Share       |
|                | millions     |            |          |             |
|                |              |            |  %       | \%          |
+----------------+--------------+------------+----------+-------------+
| Fresh          | \$34.545     | Syria      | 30       | 0.05        |
| Vegetables     |              |            |          |             |
+----------------+--------------+------------+----------+-------------+
|                |              | Lebanon    | 21       |             |
+----------------+--------------+------------+----------+-------------+
| Fruits Fresh & | \$55.272     | Syria      | 33       | 9           |
| dried          |              |            |          |             |
+----------------+--------------+------------+----------+-------------+
|                |              | Lebanon    | 13       |             |
+----------------+--------------+------------+----------+-------------+
| Nuts           | \$7.896      | China      | 32       | 0           |
+----------------+--------------+------------+----------+-------------+
| Coffee         | \$9.165      | India      | 34       | 7           |
+----------------+--------------+------------+----------+-------------+
|                |              | Brazil     | 24       |             |
+----------------+--------------+------------+----------+-------------+
| Spices         | \$0.423      | Mexico     | 33       | 7           |
+----------------+--------------+------------+----------+-------------+
| Red Meat       | \$74.025     | India      | 36       | 0.3         |
+----------------+--------------+------------+----------+-------------+
| Frozen Fish    | \$16.074     | Argentine  | 34       | 0.1         |
+----------------+--------------+------------+----------+-------------+
| Jams           | \$1.182      | Syria      | 78       | 4           |
+----------------+--------------+------------+----------+-------------+
| Juices         | \$0.808      | Oman       | 25       | 3           |
+----------------+--------------+------------+----------+-------------+
| Sauces         | \$4.146      | N          | 20       | 21          |
|                |              | etherlands |          |             |
+----------------+--------------+------------+----------+-------------+
| Ice creams     | \$0.908      | Italy      | 32       | 0           |
+----------------+--------------+------------+----------+-------------+
| Beer           | \$0.395      | N          | 67       | 0           |
|                |              | etherlands |          |             |
+----------------+--------------+------------+----------+-------------+
| Wine           | \$0.853      | Palestine  | 17       | 0.3         |
+----------------+--------------+------------+----------+-------------+
| Pet food       | \$0.15       | Australia  | 30       | 37          |
+----------------+--------------+------------+----------+-------------+
| Pastas         | \$2.83       | Indonesia  | 21       | 1           |
+----------------+--------------+------------+----------+-------------+
| Cheese         | \$29         | Morocco    | 20       | 8           |
+----------------+--------------+------------+----------+-------------+
| Butter         | \$8.89       | Saudi      | 40       | 0           |
|                |              | Arabia     |          |             |
+----------------+--------------+------------+----------+-------------+
| Source         |              |            |          |             |
| Calculated     |              |            |          |             |
| from DOS Data  |              |            |          |             |
+----------------+--------------+------------+----------+-------------+

### 

### 

# IV. BEST PRODUCT PROSPECTS

## A. Products in the market, which have good sales potential:

> Condiments
>
> Cake baking mixes
>
> Rice
>
> Desserts
>
> Juices (powder)
>
> Breakfast Cereals
>
> Almonds
>
> Legumes

## B. Products not present in the market, but which have good sales potential:

> Merluza frozen fish
>
> Chicken leg quarters
>
> Juices in tetra pack
>
> Candies
>
> Frozen cooking butter in block
>
> Frozen French fries
>
> Pecan
>
> Cheeses

## C. Products not present in significant quantities, but which have good sales potential:

> Deli cuts: smoked turkey breasts, ham, port bacon
>
> Refined Corn oil
>
> Salted snacks
>
> Turkey

## D. Products not present in supermarkets because they face significant custom barriers due to ethical and religious issues:

# 

> Wine
>
> Beer
>
> Whiskies
>
> Cigar
>
> Some other barriers include strict sanitary and phytosanitary SPS
> measures
>
> Poultry
>
> Beef (also due to prices)

# V. POST CONTACT AND FURTHER INFORMATION

Mailing address

Office of Agricultural Affairs

U.S. Embassy

POBox 345

Amman, Jordan

Tel: 962 6 590 6056

Fax: 962 6 5906223

E-mail: Mohamed khraishy@usda.gov

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