Amman, May 24 (Petra) — The Arab Potash Company (APC), through its
subsidiary Numeira Mixed Salts and Mud Company, held an expanded
meeting with representatives of Jordan’s Dead Sea products
manufacturers and producers to discuss mechanisms for developing the
sector and strengthening its presence in global markets.

The discussions formed part of broader efforts to position Jordanian
products derived from Dead Sea resources as internationally
recognized brands associated with quality, reliability, and high
added value.

Participants reviewed key challenges and opportunities facing the
sector, including protecting the identity of Jordanian products,
unifying quality standards, and enhancing competitiveness.
Discussions also focused on developing a unified marketing identity
for Jordanian Dead Sea products to help transition them from being
viewed primarily as local tourism products into internationally
competitive and sustainable export goods.

The meeting also addressed the importance of expanding digital
marketing and e-commerce initiatives to improve the global reach of
Jordanian products, alongside efforts to target new markets in the
Gulf, Asia and Europe amid rapidly growing international demand for
natural and organic products.

Shehadah Abu Hdaib, APC chairman and chairman of the board of
managers at Numeira, said the Dead Sea products sector represents one
of Jordan’s most promising high-value industries due to its economic,
industrial and export potential.

He said the sector is capable of supporting economic growth,
stimulating innovation and creating high-quality jobs, while also
strengthening medical tourism and promoting Jordan’s image
internationally.

Abu Hdaib said the next phase requires building an integrated
partnership among raw material suppliers, manufacturers, marketers
and official and research institutions to ensure sustainable
development of the sector and improve the global competitiveness of
Jordanian products.

He said Dead Sea products are no longer merely tourism-related items
but have evolved into an industry based on innovation, quality and
the ability to reach international consumers.

He added that protecting the identity of Jordanian Dead Sea products
and developing unified marketing strategies are national priorities,
particularly in light of growing global competition and the need to
standardize quality benchmarks, obtain international certifications
and combat counterfeit products in order to preserve consumer
confidence in Jordanian goods.

Maen Nsour, APC chief executive officer and vice chairman of
Numeira’s board of managers, said the company has recently
implemented targeted investments to modernize and upgrade production
lines for Dead Sea salts and mud products.

The investments, he said, are intended to sustainably increase
production capacity, improve product quality and ensure stable
supplies to local and international markets.

Nsour said the company is moving forward with strategic projects,
including a magnesium chloride flakes production facility with annual
capacity exceeding 10,000 tons.

He added that modern technologies such as color-sorting systems have
been adopted to improve product purity, reduce impurities and enhance
reliability for industrial applications and sensitive skincare
products.

He stressed that the future of the sector is closely tied to
research, development and innovation, particularly as global consumer
behavior shifts toward natural and environmentally friendly products.

Nsour emphasized the importance of strengthening partnerships with
universities and research centers to develop therapeutic and cosmetic
products with higher added value.

Acting General Manager of Numeira Mohammad Al-Taher said the company
sees its role as that of a strategic partner supporting the growth of
the entire sector by supplying high-quality natural raw materials in
accordance with international standards and ensuring stable supplies
to local manufacturers.

Al-Taher said the company remains committed to environmental
sustainability and corporate social responsibility through
sustainable extraction practices and adherence to global
environmental standards.

He stressed the importance of continued cooperation among all
stakeholders to develop Jordan’s domestic industry and open new
markets for Jordanian Dead Sea products, thereby supporting the
national economy and strengthening Jordan’s position in the global
therapeutic and skincare industries.

Participants said the Dead Sea products sector holds strong growth
potential amid rapidly rising global demand for natural therapeutic
products, skincare products and wellness tourism, creating
opportunities for Jordan to reinforce its position as a regional and
international hub for industries based on the Dead Sea’s unique
natural resources.

They stressed that the next phase requires integrated cooperation
between the private sector, government institutions and research and
marketing organizations to establish a unified identity for Jordanian
Dead Sea products and strengthen their presence in international
markets under the “Made in Jordan” label, while supporting
innovation, sustainable manufacturing and the expansion of export
markets.

//Petra// AF