NEH looks for unique angle to corner premium market

摘要

Having begun to establish itself as a supplier of premium bananas to Bahrain and several other adjoining countries, the Philippines-based firm is hoping a new Fairtrade label will make it stand out from the crowd even more. DAVAO City-based banana exporter Nader & Ebrahim S/0 Hassan (NEH) Philippines counts Bahrain among its major markets in the Middle East. The company, which has its Middle East headquarters in the Bahrainian capital Manama, began shipping bananas to the region in June 2001 and nowsupplies over 30,000 boxes a week to customers in Bahrain, Kuwait, Doha, Jed-dah, Oman and Iran. Although its export volume accounts for just 2 per cent of the 130m boxes of bananas shipped from the Philippines every year, NEH has enjoyed some success in carving out its own valuable niche to the west.