The company, which specialises in freeze-dried fruits and vegetables, sees Dubai as a strategic entry point due to its position as a central hub for trade in the Middle East, its overall stability, and its diverse expatriate population with significant spending power.
“We are already fairly established in Asia, Europe, and the US. Now, we’re planning to enter the Middle East market within two years, starting with Dubai. Dubai is the central point in the region, with less geopolitical instability and increased spending power in recent years,” said Tawee Udomsridoikham, managing director of 3 Seasons Holding.
Tawee was speaking to FoodNavigator-Asia at Fi Asia Indonesia, which took place from 4–6 September 2024 at the Jakarta International Expo.
Dubai’s diverse expat population opens up opportunities for a broader range of products, unlike specific regional preferences in other markets – durian for South East Asia, or mango and banana for Australia and Europe.
With its global mix, Dubai presents a wide consumer base with varied tastes, said Tawee.
A market ready for premium options
The company’s expansion into Dubai is part of a broader strategy to tap into the growing market of freeze-dried fruits in the Middle East, where the region’s affluent consumers are likely to gravitate towards the premium quality of freeze dried products.
“Dubai is an important market for us because it connects to surrounding countries with growing consumer demand for natural and healthy products,” said Tawee.
The company’s expansion aligns with broader consumer trends in the Middle East, where there is a growing demand for natural and healthier food products.
Freeze-dried fruits, known for their long shelf life and nutritional retention, have become increasingly popular in the region, especially as consumers shift towards clean label products free from additives and preservatives.
“The freeze-drying process, which takes 18–22 hours depending on the fruit’s water content, retains the nutritional value that consumers seek in healthy snacks. This long process at low temperatures preserves vital nutrients, a feature that sets freeze-dried products apart from other processed snacks,” explained Tawee.
The company’s products include freeze-dried fruits as snacks for the B2C market.
Its powders are mainly used for industrial manufacturing of products like baked goods, beverages, and health products.
Some of its powders, like passionfruit, are rich in vitamin C and can be used directly in supplements.
Others like strawberry and mango are used as natural flavourings and for their health benefits like vitamins and antioxidants.
Shifting towards health and wellness
While the Middle Eastern market traditionally favours dehydrated, deep-fried, and vacuum-fried fruits, Tawee believes that the region is ready for freeze dried products, which are healthier because of the production process.
“Dehydrated fruits often contain sugar and additives. Our products, on the other hand, are 100% natural – no sugar, no salt, no preservatives,” said Tawee.
The company’s latest offering is okra powder, which is used as medicines in some regions to benefit digestive health.
“The sticky substance in okra is beneficial for the gut. Freeze drying okra removes that gel-like texture that some people dislike. In powder form, the okra can also be easily added into medicines and supplements,” Tawee said.
The company has grown significantly since its founding in 2013. To meet growing demand, 3 Seasons has increased its production capacity in its factory at Chonburi, where all the fruits and vegetables are freeze dried.
All raw materials are sourced within Thailand, with the exception of temperate fruits such as strawberries and peaches.
The company’s certifications – including ISO 2020, halal, kosher, and USDA Organic – are key to entering the Middle Eastern market, where these standards are essential for gaining consumer trust, said Tawee.
