“There is a huge epidemic of obesity and diabetes cardiovascular problems and freekeh addresses all of that, so there is obviously a clear need for a product like ours.”
Adelaide-based Philmac is an established player in the UAE, supplying municipal and irrigation water infrastructure for over a decade.
Managing director Mark Nykiel said much like Australia’s food and beverage exporters, Philmac was leveraging Australia’s reputation as an efficient water manager in the UAE.
“We can use the experience we’ve gained in the Australian market, and that is valued in the UAE, because they see that we are in a very similar situation from an environmental point of view.”
Wary Australians
Australian Arab Chamber of Commerce and Industry independent director Ray Najar believes the entire Middle East region has an undeserved reputation as a dangerous and unstable region.
Because of these fears, he said Australian exporters were more likely to look to closer Asian markets when selling overseas.
“There is a huge epidemic of obesity and diabetes cardiovascular problems and Freekeh addresses all of that, so there is obviously a clear need for a product like ours.”
Tony Lutfi, Greenwheat Freekeh
“The Arab world seems to be that distant place where there are lots of issues with politics and issues with security.
“I think the tendency is for Australians to look more at the safer low hanging fruit and I think China represents that, as well as our other Asian neighbours.”
But even with the falling oil price sending Arab economies into a tailspin, Mr Najar predicts food demand will remain high, and continue to grow.
“Australian food still has a big part to play in the Middle East, because the people who can afford it look to Australia and they rely on that quality.”
Mr Rboub said he wasn’t expecting recent investigations and controversy surrounding the certification of Halal food in Australia to cause any reputational damage, or cause a drop off in trade.
