BASF announces plans to work directly with farmers in the Nile and Middle East region
Ludwigshafen, Germany and Dubai, United Arab Emirates
Ap[ril 18, 2011
- Increased market presence will serve growing customer base
- Goal is to triple sales by 2018
BASF has announced that the division Crop Protection plans to sell products directly to customers in the Middle East and Nile regions. Today’s announcement falls in line with the company’s long-term strategic plan to increase its support for the professional agricultural markets around the Nile and the Middle East. The goal is to triple revenues in Africa and the Middle East by 2018. These markets are currently valued at approximately € 300 million. According to Gabor Mehn, BASF’s Director of Business Development Crop Protection Africa and the Middle East, the Company’s intensified sales and marketing program during 2010 has already produced a 50 percent increase in revenues.
At a celebratory event in Dubai, Gabor Mehn highlighted the advantages of this new direct sales approach. In front of an audience of customers he stressed BASF’s long-term commitment. “We are ready to work with our customers here, shoulder to shoulder, to deliver relevant and sustainable solutions for the benefit of the farmer and the environment we live in, both now and in the future.”
This new model provides local customers with direct market access to BASF’s product portfolio. Such access will help farmers deliver high yields with high quality in the fruit, vegetables and cereal sectors. In addition, the Company announced plans to establish a hub for agricultural products in Cairo, Egypt, and will also offer tailored services and training programs to local farmers and technicians.
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Published: April 19, 2011
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