Australia’s premium produce shines at Gulfood 2022

31 March 2022

Some of Australia’s finest agri-products took centre stage at Gulfood, the world’s largest annual food and beverage event. This year, Gulfood was held in Dubai from 13 to 17 February.

For the first time in a decade, Austrade had a dedicated exhibition space at Gulfood. The stand provided the ideal platform to showcase Australian products. It also gave businesses an opportunity to highlight their premium offerings to buyers.

Austrade received more than 180 enquiries either in-person, virtually or through a QR code-based system. Leads came from 21 countries in areas such as retail, food service, import/distribution and manufacturing.

Spotlight on Aussie agri-products

Nearly 50 Australian agrifood companies and 10 industry associations were at Gulfood, including:

Companies that couldn’t be there in-person took part through a virtual Australia stand. Austrade’s representation was pivotal in helping generate strong interest and potential leads.

Austrade also ran an extensive digital campaign to promote its presence at Gulfood and attract audiences to its stand.

Helping agri-exporters to diversify their markets

Austrade is helping Australia’s agrifood exporters access Middle Eastern markets as part of the Agribusiness Expansion Initiative. The initiative supports Australian agribusinesses to expand and diversify their export markets.

‘We were very happy to work with Austrade for Gulfood,’ says Martin Lim of Brookfarm, a prebiotic wholefood bar producer. ‘Austrade is professional and experienced in how to best present our products. Thanks to their effort and attention, we have received several enquiries from potential customers.’

Industry groups have also benefited.

‘AUSVEG has been working with Austrade Dubai in-market for many years,’ says AUSVEG CEO Michael Coote. ‘We have collaborated on various international market development activities to support growers and exporters of fresh produce. The Austrade stand was very well organised, professionally run and genuinely demonstrated the Team Australia spirit. The range of enquiries and contacts Austrade gave to us post-event is invaluable.’

The Australian Manuka Honey Association was also pleased with Austrade’s presence.

‘It really radiates magnitudes about the Australian commitment to and presence in the region,’ says the Association’s Andrew Robinson. ‘It represents the quality and cohesiveness of the diplomatic and trade missions carried out by the Austrade team. We really respect the work.‘

Australia delegation at Expo 2020 Dubai

Gulfood coincided with Expo 2020 Dubai. Austrade took the opportunity to host a visiting delegation at the Australian Pavilion.

Key partners and stakeholders briefed agrifood exporters on opportunities in the Middle East. The Australian Pavilion has also been showcasing Australia’s premium food since its opening.

During Gulfood, Expo 2020 Dubai ran the Food, Agriculture & Livelihoods theme week. The World Majlis: Farms of the Future – Feeding the Planet with Technology session was held at the Australian Pavilion. The session focused on how growing and consuming food will define diet and nutrition in the future. Professor Andrew Lowe - Director of Food Innovation, University of Adelaide; Matthew Atkins - General Manager, Bega Foods International; and Andrew Cox, General Manager - International Markets, Meat & Livestock Australia joined the panel.

The Australian Pavilion also co-hosted the “Key Ingredients” Food for the Soul: Exploring Traditions of Gastronomy and Cultivation Through the Ages event. The event focused on innovations in ag science, and food in cultures around the world.

Austrade at Saudi Food Expo in May

Austrade is hosting a stand at the Saudi Food Expo in Riyadh, Saudi Arabia from 16–19 May. The stand will promote Australia’s premium food and agri-products for companies seeking to enter and/or expand their exports into this growing market.

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