Chaff to tempt Middle East
THE Middle East is a frontier few North Burnett export businesses have ever conquered.
But it’s one Monto’s Kevin Purcell is hoping to crack into, when he shows the Seven Horses compressed and vacuum packed chaff at the Al Fares trade exhibition in Dubai next week
“It will be our intention to find a Middle Eastern distributor,” wife and business partner Naomi Purcell said.
“There are a lot of horses and a lot of money spent per horse in the Middle East, so it will be our idea to find one person we can export to, and they can then distribute throughout the region.”
The horse industry is an ideal market for the compressed lucerne, because it is more convenient and lasts longer than conventionally packaged hay.
While the Purcells have had export markets interested in their product from Mauritius to Malaysia, they said the Middle East has ideal conditions for them to trade with.
“For starters, they are used to importing. Conditions are not good for growing quality horse feed over there,” Mrs Purcell said.
“And packaging the lucerne hay really adds to the longevity of it. It will stay fresh for longer, which is important when it’s being sent overseas.”
The Dubai-based airline Emirates is the major sponsor of the Melbourne Cup, which shows how prominent the horse industry is in the region.
But tapping into an industry with so much promise will require networking with key players in the Middle Eastern community.
“We think there will be about 5000 people at the expo, whereas in Australia you might get 100,000 people at an event like this. But because each person has more horses, it’s more efficient when you are networking,” she said.
Monto agronomist Kendell Muller will also travel with Mr Purcell to the Dubai show, and they will arrive back Tuesday week after the eight-day trip.
SOLID GROUND: Monto’s Kevin and Naomi Purcell hope to expand their Seven Horses compressed and vacuum packed lucerne business into the Middle East after attending a trade show in Dubai next week.