Challenges

When starting Alteneiji General Trading, there were several key challenges to overcome. A major one was educating consumers about the benefits of organic and natural products compared to conventional options. Many people were accustomed to buying non-organic items out of habit or for the cheaper prices. We had to put effort into awareness campaigns showing the health, environmental, and ethical advantages of going organic. This involved a lot of in-person education at supermarkets and community events.

Another hurdle was establishing reliable supply chains and sourcing relationships, since the organic market was still nascent in the UAE. It took diligent searching and vetting of farmers, manufacturers, and importers to find those able to meet our standards for high-quality, eco-friendly products. Even after securing suppliers, maintaining availability and reasonable costs remained an ongoing struggle.

Finally, competing with major non-organic brands was difficult, given their huge marketing budgets and customer loyalty built up over decades. We had to creatively promote our products and company to show we offered a credible alternative. This was achieved through promotions, partnerships, and playing up our local roots versus international conglomerates.

Overall, progress was made in consumer education and supply chains. But competing with non-organic brands remains an ever-present test. We must continue finding innovative ways to expand the organic market and our share within it.