Over 100 Australian food and beverage exporters showcased clean, green, quality products at Gulfood in Dubai — one of the world’s biggest food industry trade events.
This year’s Australian delegation was one of the largest ever. A diverse range of products from premium meats, vegetables and dairy to innovative health foods and non-alcoholic wines were featured across Australian government and industry exhibition stands.
Austrade Trade and Investment Commissioner Todd Miller says Australia is known worldwide for high-quality food and beverage produced in sustainable and ethical ways.
‘Gulfood provided our food exporters the opportunity to connect with importers, distributors and buyers from across the Middle East, Africa, Europe and South Asia. Gulfood is a hub for major buyers across the region,’ says Miller.
Australian exhibitors made connections and explored opportunities during the trade show that ran from 17–21 February.
Morlife, an Australian-based manufacturer and provider of wellness and dietary supplements, signed an agreement at Gulfood with a reputable local partner in the United Arab Emirates (UAE). The local partner will handle the import, storage and supply of Morlife products across various market channels in the UAE. The arrangement ensures faster delivery times to retail outlets to meet growing demand.
Austrade supports exporters at Gulfood
Austrade hosted the Australia Lounge where Australian producers and international buyers engaged and explored partnerships. The Lounge hosted 8 producers from classic functional foods like Manuka honey and eggs, to innovative probiotic drinks and non-alcoholic wines. These included:
All states were represented at the Australian Pavilion, including Tasmania for the first time. Among the stands were companies like Frosty Boy, The Yogurt Shop and wellness brand Storm+India.
In the meat hall, 35 of Australia’s leading meat exporters were represented. Austrade partnered with MLA to host a series of workshops promoting our beef and sheep meat to distributors and buyers.
Gulfood exhibitor Kate Williams, Head of Asia for Australian Vintage, says the trade show was an avenue to introduce products and build relationships with buyers in the Middle East. The Australian drinks provider showcased a range of non-alcoholic wines, like McGuigan Zero.
‘Part of our strategy is unlocking new markets, and we see the UAE and the wider Middle East region as important to that,’ explains Williams.
The rise in consumption and uptake of no- and low-alcoholic products is a key driver for Australian Vintage’s interest in the markets.
Australian food and beverage exporters with the Austrade team at the Australia Lounge.
New trade partnership a game-changer for exporters
The Middle East’s population is growing, and consumers are increasingly demanding high-quality and reliable food and beverages. Australia has become a secure and trusted exporter to the region, says Bryony Hilless, Austrade General Manager for the Middle East, Africa and Pakistan.
In November 2024, the Australia-United Arab Emirates Comprehensive Economic Partnership Agreement (CEPA) was signed.
‘The UAE-CEPA is a game-changer for Australian food and beverage producers, who will save an estimated A$50 million per year for exports to the United Arab Emirates.’
Key agriculture exports to immediately benefit from tariff elimination from entry into force of the agreement include:
- frozen beef and sheep meat
- dairy products
- canola seeds
- dried pulses
The tariff eliminations give Australian farmers a competitive edge in the UAE market.
Australia’s Manuka will benefit from the new trade partnership as the company aims to tap into the growing market for health foods in the UAE.
‘We see great opportunity for Australian companies with high-quality natural products to export to the UAE. As honey producers, our tariff into the market will be eliminated straightaway. This makes our product more competitive in market,’ says Hope Evans, Associate Director at Australia’s Manuka.
‘This is great for strengthening trade relationships between Australian and UAE businesses and unlocks new opportunities.’
Preparing to enter Middle East markets
Australian exporters looking to enter the UAE and the wider Middle East region should start by researching the markets. Austrade’s Go Global Toolkit is a free resource providing insights, rules and regulations on exporting to global markets.
‘Trade shows like Gulfood and Saudi Food Show are great ways to get your feet on the ground – to build on your research, make connections and explore partnerships,’ explains Hilless.
‘Relationships are key to business in the Middle East. Business deals are less transactional in nature and negations can take time. Expect to visit the region multiple times and invest in relationships with your partners on the ground.’
While Middle Eastern agrifood markets are sophisticated and experienced, there are growing opportunities for new entrants.
‘Do your research and check the competition, visit supermarkets and follow up on connections. It is key to make sure you secure the right partner before entering agreements. Austrade’s trade advisors in Australia and the Middle East are here to help you with this,’ Hilless adds.
Go further, faster with Austrade
Austrade’s Go Global Toolkit helps you learn the export basics, find the right markets and understand market requirements.