Food and Beverage to the Middle East
Published on 24 September 2024
The NSW Going Global Export Program provides export support for NSW early-stage exporters or new-to-market exporters. Eligible businesses can apply for free support to export food and beverage to the Middle East. Applications open on Monday, 9 September 2024 and close on Sunday, 6 October 2024. Eligible food and beverage products include processed foods, health foods, fruits, vegetables, nuts, seafood, meat, dairy products, plant-based foods and non-alcoholic beverages.
October 2024 to February 2025.
Selected businesses will attend Gulfood 2025 from 17 - 21 February 2025, Dubai World Trade Centre, Dubai, United Arab Emirates.
In-person attendance by one company representative, with knowledge of the business's product or service is required. The company representative will need to be present at the Investment NSW stand, Gulfood 2025, based on the roster provided by Investment NSW.
There is strong demand for Australian F&B products in the Middle East, including in the Gulf Cooperation Council (GCC) countries like Saudi Arabia and the United Arab Emirates (UAE). The GCC F&B industry is projected to reach a market value of A$ 190 billion by 2029, increasing at a 5-year growth trend of 6.1%.
Given climatic conditions, the region is import dependent. NSW enjoys a reputation of high-quality, sustainable produce underpinned by a robust production and processing regulatory framework. This makes the State a key import market for the region.
To support food security, food manufacturing is growing in the Middle East, facilitating opportunities for international companies to supply ingredients. The digitalisation of the industry is also driving transformation across all segments.
Sustainability is gaining prominence, with consumers leaning toward healthier food choices and businesses prioritising eco-friendly practices. With high disposable incomes, a young consumer base and high receptivity to international products, the Middle East represents a lucrative opportunity for NSW F&B exporters.
NSW has well-established F&B relationships and trading routes with the Middle East. However, there is ample room for growth due to urbanisation and a growing population. An Australia-UAE Comprehensive Economic Partnership Agreement, currently under negotiation, will only amplify the opportunities in the region.
Participation requirements and success factors
Eligibility for the overall Program
- Have headquarters in NSW
- Have a valid Australian Business Number (ABN) registered for NSW
- Be export-capable and export-ready
- Have an employee number between 5 and 199 full-time equivalent (FTE) employees
- The product or service must be produced primarily in NSW
- The product or service is achieving sales already
- Have a website featuring the product or service
- Be prepared to adapt the product or service for the new market
- Be flexible regarding market-entry method
- Have resources to support production and logistics, marketing and pricing for the new market
- Be willing to travel to the selected market for events, and must cover own travel expenses
This program is designed for NSW businesses who produce and own their own brand. This program is not for aggregators, traders, or businesses who sell services to exporters
Additional eligibility requirements for this stream
- The export product must already have a valid halal certification for the United Arab Emirates.
- The product must have Emirates Authority for Standardization and Metrology (ESMA) certification, where relevant.
- Participants should be able to place production and expiry dates on products, and an sustain slightly extended payment cycles, for example 45 to 60 days.
Businesses / products not eligible for this stream
- Products containing alcohol.
- Products not meeting the United Arab Emirates’ halal certification requirements.
- Poultry products.
Note: Applicants who have not previously participated in the NSW Going Global Export Program – Food and Beverage to the Middle East will be given priority. Applicants who have already participated in the NSW Going Global Export Program must demonstrate previous commitment and participation in the Program and an-ongoing commitment to deliver on the previous support.
Introductory sessions:
- Welcome session – week of 28 October 2024.
- Introduction to the food and beverage ecosystem and doing business in the Middle East.
- Access to factsheets and Intellectual Property briefings developed exclusively for Going Global participants.
Market intelligence briefing and cultural training:
- Market briefing and sector-specific opportunities.
- Market specific business culture.
- Regulatory requirements.
Preparation to meet potential partners and customers:
- Pitch development – refining marketing and value proposition.
Potential partner introductions:
- In-person participation at Gulfood with in-market assistance and logistical support from Investment NSW.
- Identification of potential partners.
Ongoing advice and follow up:
- Ongoing support provided by a dedicated NSW Government Export Adviser.
*Note: Final dates are to be confirmed and the curriculum is subject to change.
Apply now