White’s, the Northern Ireland-based oat miller, has announced that it has won significant new business for its premium crunchy cereal and porridge oat flakes from a major customer in Jordan.
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The company said the contract to supply its porridge flakes and Toasted Oats natural breakfast cereals to a leading food distribution business in Amman was secured following the Speciality and Fine Food Show in London in 2005. It marks the company’s first move into the Middle East.
White’s said it would be seeking to expand its Middle East business further by exhibiting on a Food From Britain (FFB) stand at the Gulfood 2007 trade show in Dubai, which runs from 19 to 22 February.
“The Jordanian contact was one of a number of good ‘leads’ we made during the Speciality and Fine Food Show in London,” said White’s marketing manager Bernadette Speer. “Our distributor subsequently placed an initial order following the receipt of samples and has since followed this up with two further and very significant orders. We expect to do substantial business in Jordan during this year and to expand into other regions of the Middle East.”
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