The deal will see the company’s complete range of products – including flavoured syrups, sauces and toppings – stocked in The Alchemist Coffee House in Jordan through importer Tree of Life, as well as other cafés across the region.
Estimated to be worth £50,000 over the next 12 months, the deal is expected to reach up to £100,000 over the next two years.
Beyond the Bean’s success in Jordan followed a £68,000 export win with a distributor in Oman last year, secured with the help of the Department for International Trade (DIT).
Fast-growing market
Commenting on the deal, sales and marketing director Gary McGann said: “This new deal in Jordan builds on previous success in the Middle East, which is one of our fast-growing markets.
“We have been exporting for over 15 years and although it has come with some challenges, such as registration and labelling difficulties, we were able to overcome these with advice and support from DIT.”
Paul Shand, DIT’s head of trade in the south west, praised Beyond the Bean on its success and ability to tap into the demand for high-quality British products overseas.
The next target
“We are looking forward to seeing what the future holds for Beyond the Bean as they look to Central America as their next target market and plan to continue their expansion in the Middle East,” Shand added.
Established in 1997, Beyond the Bean employs 35 members of staff at its Bristol HQ. The company initially met its Jordanian partner in 2018 at Gulfood, the world’s largest annual food, beverage and hospitality exhibition.
Exporting accounted for just over 30% of the producer’s annual turnover of £9m, with its largest export market being South Korea. Its products are available in cafés and coffee shops in more than 55 countries, including Insomnia Coffee Company in Ireland and the UK, Vero Coffee in Lithuania and Joe Van Gogh in the US.
