By keeping pace with the fleeting business environment, the food and beverages industry is getting bigger every day. Similar to other industries, customers are also anticipating innovation coupled with healthy elements in food products. The global frozen desserts market is projected to burgeon with a market value of $203.89 billion by 2031. With diverse consumer preferences and market dynamism, this industry is also uniquely embracing innovation.
Sujab Industrial Company, with its dominant food and dessert brand Eisberg across the Middle Eastern market, is espousing innovation in its product delivery. Since its inception in 1996, Sujab Industrial has gained immense popularity among its consumers in the local market. With its substantial production capability, the company is appetizing its customers with premium quality exotic regional flavors of ice creams with an added product line of biscuits and wafers. Keeping innovation and quality at the forefront of its product delivery, Sujab company is continuously working on enriching customer taste buds with delectable food products.
The Story Behind Eisberg’s Birth
The birth of the ice-cream brand Eisberg was driven by its founder Subhi Muhammad Khair Jabri’s exposure to the gap in the Jordanian market in terms of ice cream production. While offering training at a confectionary school in Germany, Subhi observed an inclination towards ice cream production. The limitation of ice-cream offerings in the Jordanian Ice Cream market influenced him to introduce an ice cream business with diverse products. This is when he conceptualized Eisberg’s idea and finally incepted a true ice cream brand as per consumer preferences under the firm name Sujab Industrial Company in 1997.
Founder at a Glance
The founder and innovator of Sujab Industrial Company, Subhi Muhammad Khair Jabri, graduated in Hotel Management from Les Roches University Montana, Switzerland. He then moved to Solingen in Germany to work on his area of interest, the confections at the ZDS. There, he acquired knowledge about the knicks and knacks of production and ways to reach excellence, which metamorphosed into his idea of establishing an ice-cream manufacturing brand, Eisberg, under the company name Sujab Industrial.
An Insight into Sujab International
Established as an ice-cream-producing firm in 1996, Sujab International Company introduced its brand Eisberg in 1997 in Jordan. Since then, there has been no looking back for the company. Eisberg soon became the industry leader in Jordanian ice cream production and has dominated the Middle Eastern local market with its premium quality products until now. In the words of its founder, “Our main focus is to provide consumers regionwide with the highest quality products at the most affordable prices.”
Sujab specializes in cream production with diverse exotic products crafted with care, keeping in mind the different taste buds and product preferences. However, apart from ice creams, Sujab has included biscuits and wafers in its product line to expand its customer base. One of the significant services of the company includes customized ice cream formulations for restaurants, cafes, and other food retail businesses. Consulting is another service offering of Sujab International Company to assist individuals desiring to start a business in the ice-cream manufacturing industry and to firms aiming at expanding their ice cream product lines. It offers expert opinions on recipe development, production infrastructure development, and quality control to other ice cream production firms in the regional market. In order to get a leading position in the concerned sector of the Middle Eastern market, Sujab International has strengthened its retail market position by increasing its product availability in major gourmet stores and supermarkets.
The biggest challenge faced by the company is its establishment in a niche market. Changing consumer perceptions and launching artisanal products for a traditional market remained an uphill battle for the firm. The entrepreneurial journey further encountered hurdles concerning logistics, finding suppliers, consistent quality management, cash flow management, and product scaling to deal with dynamic consumer demands.
Strategic Moves to Ace the Game
Flexibility and adaptability are the keys to Sujab’s success while undergoing industrial changes. Maintaining strong supplier relationships is what the company does to ensure quality products are served to its customers. Huge investment in research and development and an affordable pricing strategy are two key components of its strategic approach.
Leading through Change
Paving its way through a volatile business environment, the production company exemplifies a collaborative leadership approach to encourage continuous learning and open communication to make way for innovative ideas. Employee empowerment is ensured by offering resources, liberty to experiment, innovate, and autonomy over projects. Developmental training for its workforce has helped the firm in adopting industrial changes and attaining success. The collaborative work culture allows employees to share new ideas by arranging brainstorming sessions. Through employee rewards, Sujab ensures the integration of innovation at every stage of its operations by the team.
Wining Competitive Edge
Innovation and quality lie at the core of its competitive advantage, offering premium quality diverse flavors of ice creams to cater to regional tastes. Affordability coupled with premium quality helps the firm govern a strong market position through customized products, as per client choices. Technologies like automation have been incorporated into its production processes to streamline them.
The company adheres to its social responsibility by prioritizing sustainability and adopting eco-friendly packaging. Continuous upgradation of its flavor offerings, such as delivering sugar-free, vegan, and gluten-free ice cream, offers the company a competitive edge in the dynamic market.
Competitive edge is also ensured by exploiting social platforms to share the company stories and showing its journey from farm to spoon with its target audience. Collaboration with chefs and influencers strengthens its product launch. Firsthand product tasting experience is offered to its customers through its participation in food festivals and events.
Ensuring a Prosperous Future
A trend of sustainability and health in products is observed in the ice cream industry. Consumers are now inclining toward plant-based and sugar-free ice creams, demanding more customization and personalized flavors for their taste buds. By observing this industry trend, Sujab Industrial Company is planning to innovate its product range in the future. It is also planning to expand into new markets across North Africa and the Middle East and amplify its digital presence through e-commerce services.
We aim to continue innovating our product range to cater to evolving consumer preferences while staying true to our core values of quality and affordability.
