jordan pulse -

Arab Potash Company (APC) Chairman Eng. Shihadeh Abu Hdeib and CEO Dr. Maen Nsour welcomed British Ambassador to Jordan Philip Hall at the company’s headquarters, accompanied by embassy staff and APC executives.

Discussions focused on APC’s growing presence in the UK market, which began last year and expanded in 2024. Abu Hdeib highlighted the company’s strategic focus on European markets, leveraging supply disruptions caused by geopolitical tensions in the Black Sea and sanctions on Belarus to fill market gaps.

To strengthen its position, APC established a European trading and logistics company and secured warehouses in Northwest Europe, enabling efficient service to the UK market with plans for further expansion.

Dr. Nsour emphasized the UK market’s strategic importance for boosting exports and global competitiveness. He noted the strong demand for APC and its subsidiary Namira Salts’ Dead Sea-derived products in the UK. He also outlined APC’s expansion plans, targeting an increase in potash production from 2.85 million to 4 million tons annually within seven years.

The CEO also highlighted Jordan Bromine Company’s expansion, which aims to make it the world’s largest bromine producer.

Ambassador Hall praised APC’s global expansion and its role in strengthening UK-Jordan economic ties. He recognized APC as a model of Jordanian industrial success, noting its ability to compete internationally.

The meeting concluded with discussions on enhancing academic cooperation and knowledge exchange between APC and UK institutions to drive industrial and technological advancements.