Arab Potash Company Discusses Expanding Global Reach Of Dead Sea Products

Amman, May 24 (Petra) -- The Arab Potash Company (APC), through its subsidiary Numeira Mixed Salts and Mud Company, held an expanded meeting with representatives of Jordan's Dead Sea products manufacturers and producers to discuss mechanisms for developing the sector and strengthening its presence in global markets.

The discussions formed part of broader efforts to position Jordanian products derived from Dead Sea resources as internationally recognized brands associated with quality, reliability, and high added value.

Participants reviewed key challenges and opportunities facing the sector, including protecting the identity of Jordanian products, unifying quality standards, and enhancing competitiveness. Discussions also focused on developing a unified marketing identity for Jordanian Dead Sea products to help transition them from being viewed primarily as local tourism products into internationally competitive and sustainable export goods.

The meeting also addressed the importance of expanding digital marketing and e-commerce initiatives to improve the global reach of Jordanian products, alongside efforts to target new markets in the Gulf, Asia and Europe amid rapidly growing international demand for natural and organic products.

Shehadah Abu Hdaib, APC chairman and chairman of the board of managers at Numeira, said the Dead Sea products sector represents one of Jordan's most promising high-value industries due to its economic, industrial and export potential.

He said the sector is capable of supporting economic growth, stimulating innovation and creating high-quality jobs, while also strengthening medical tourism and promoting Jordan's image internationally.

Abu Hdaib said the next phase requires building an integrated partnership among raw material suppliers, manufacturers, marketers and official and research institutions to ensure sustainable development of the sector and improve the global competitiveness of Jordanian products.

He said Dead Sea products are no longer merely tourism-related items but have evolved into an industry based on innovation, quality and the ability to reach international consumers.

He added that protecting the identity of Jordanian Dead Sea products and developing unified marketing strategies are national priorities, particularly in light of growing global competition and the need to standardize quality benchmarks, obtain international certifications and combat counterfeit products in order to preserve consumer confidence in Jordanian goods.

Maen Nsour, APC chief executive officer and vice chairman of Numeira's board of managers, said the company has recently implemented targeted investments to modernize and upgrade production lines for Dead Sea salts and mud products.

The investments, he said, are intended to sustainably increase production capacity, improve product quality and ensure stable supplies to local and international markets.

Nsour said the company is moving forward with strategic projects, including a magnesium chloride flakes production facility with annual capacity exceeding 10,000 tons.

He added that modern technologies such as color-sorting systems have been adopted to improve product purity, reduce impurities and enhance reliability for industrial applications and sensitive skincare products.

He stressed that the future of the sector is closely tied to research, development and innovation, particularly as global consumer behavior shifts toward natural and environmentally friendly products.

Nsour emphasized the importance of strengthening partnerships with universities and research centers to develop therapeutic and cosmetic products with higher added value.

Acting General Manager of Numeira Mohammad Al-Taher said the company sees its role as that of a strategic partner supporting the growth of the entire sector by supplying high-quality natural raw materials in accordance with international standards and ensuring stable supplies to local manufacturers.

Al-Taher said the company remains committed to environmental sustainability and corporate social responsibility through sustainable extraction practices and adherence to global environmental standards.

He stressed the importance of continued cooperation among all stakeholders to develop Jordan's domestic industry and open new markets for Jordanian Dead Sea products, thereby supporting the national economy and strengthening Jordan's position in the global therapeutic and skincare industries.

Participants said the Dead Sea products sector holds strong growth potential amid rapidly rising global demand for natural therapeutic products, skincare products and wellness tourism, creating opportunities for Jordan to reinforce its position as a regional and international hub for industries based on the Dead Sea's unique natural resources.

They stressed that the next phase requires integrated cooperation between the private sector, government institutions and research and marketing organizations to establish a unified identity for Jordanian Dead Sea products and strengthen their presence in international markets under the "Made in Jordan" label, while supporting innovation, sustainable manufacturing and the expansion of export markets.

//Petra// AF

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