Gulfood boosts Middle East sales success

The increasing use of electrostatics to apply flavourings and powders on food production lines across the Middle East and Asia has signalled a boom time for UK manufacturer Spice Application Systems (SAS).

It’s less than six months since SAS opened an office in Dubai to act as a regional base for sales and equipment distribution throughout the area.

Already the move has paid dividends and at the recent Gulfood exhibition, the company attracted a solid stream of enquiries from countries including Saudi Arabia, Yemen and Jordan.

Managing director Peter King said: “This was our second time at Gulfood and we had a very good response. The attraction of our equipment is that it can be retrofitted onto existing food processing and production lines, so companies don’t have to invest in a complete new system.

“Opening a sales office in Dubai enabled us to provide a faster service and range of benefits to our regionally-based clients and our success at Gulfood has underlined the benefits that our equipment can deliver to food manufacturers in this region.”

The Dubai office also enables SAS’s customers to buy at a regionally reduced rate of import duty.

SAS already has more than 1,100 units already installed on food production lines around the world and King says that in today’s economic climate, manufacturers are looking for ways to save money while ensuring they maintain top quality products.

“Electrostatics can deliver on both points,” he continued. “Not only does the technology enable food processors to ensure 100% accuracy of the powders, oils and flavourings they apply to a wide range of foodstuffs, but it also dramatically reduces powder wastage, improves product quality and increases production and energy efficiency through less downtime for cleaning.”

The technology can be used on a wide range of foodstuffs, including snacks, breakfast cereals, confectionery, dry pet food, fresh meat and poultry, and frozen foods.

In May, Peter King will be talking about the company’s latest developments on his stand at Interpack 2011, in Dusseldorf, Germany.

For more information, visit