Sweden-Jordan business guide launched

AMMAN — A business guide aimed at introducing Jordanians to Swedish companies present in the Kingdom was recently launched to boost the economic ties between the two countries.

“While Sweden’s brand is strong in Jordan, there are numerous products and services that are delivered from Sweden without people knowing,” said Swedish Ambassador to Jordan Erik Ullenhag in the guide’s opening note, citing an energy grid recently delivered to the northern governorates, transportation and logistics solutions, heavy machinery components and pharmaceuticals.

“Over 30 different Swedish companies operate in Jordan, almost exclusively managed by Jordanians,” noted trade commissioner and country manager at Business Sweden Ali Shakir, referring to the 300 employees at IKEA Amman and to the creation of over 100 jobs in Hem’s four retail stores, over 40 per cent of whom are female employees.

“Their work is an expression of how we are stronger together and their contribution is not only high quality products and services with corporate social responsibility: ultimately, what they provide is jobs, growth skills and better lives,” Shakir stressed, highlighting that, in addition to all Jordanians directly employed by Swedish or Sweden-related companies, a substantial amount of indirect jobs is also created in the local labour market. 

Launched mid-May, the first edition of the Sweden-Jordan Business Guide, a copy of which was sent to The Jordan Times, constitutes an “in-depth resource bank” of Swedish companies in Jordan and their activities, in addition to an informational guide on how to trade with and invest in both countries.

“Swedish companies are actively developing the business exchange with Jordan, building on decades of successful presence in the country,” said Ullenhag, stressing “the Jordanian market has an increasing appeal as the country is transforming from a niched market in the region to embracing technological advancements and sustainability efforts”.

During the period 2012-2017, Jordanian imports from Sweden reached $371 million while Swedish imports from Jordan stood at $26.34 million, according to official figures.

According to project manager at Business Sweden Sally Al Saied, “Swedish companies are very well positioned to provide support through their substantial experience of knowledge transfer, resource development and sustainable business,” noting “it is not unusual to see Jordanian businesses’ creations being inspired by Swedish companies”.

Divided into four sections, the guide outlined businesses in the fields of innovation and export, sustainable business, higher education and research and healthcare and life science.

“There are numerous examples of Swedish commitment to develop business ties with Jordan,” the Business Sweden team wrote, citing Volvo Cars, Volvo Trucks and Buses and the Swedish Jordanian Chemicals Company which all established their presence in the Kingdom over the course of 2017, as part of their “long-term engagement plan for the Jordanian market”. 

They also cited forecasted increased engagement from Swedish companies including Wayne’s Coffee, which has an expansion plan encompassing 15 new stores and over 175 new employees across Jordan.

“Jordan and Sweden similarly harbour some 10 million people, less than 0.15 percent of the world’s population,” the Swedish ambassador told The Jordan Times, highlighting how “both countries have sought to actively maneuver a peaceful path through rough times with aggressive neighbours”. 

“We have both welcomed people fleeing from war or oppression and kept borders open for trade,” he said, stressing the need for two countries which “punch far above their weight on the international scene” to keep collaborating effectively together both in the bilateral and international realms.