Austrade was proud to join state, territory and industry partners to support Australian exhibitors across meat, dairy, convenience, health foods and beverages.

Australia’s clean, green, quality food and beverages consistently stand out in the Middle East, says Bryony Hilless, Austrade General Manager for the Middle East, Africa & Pakistan.

‘As the Middle East’s population grows and consumers demand high-quality and reliable food and beverages, Australia has become a secure and trusted exporter to the region,’ she says.

The Middle East is Australia’s fourth largest market for agricultural exports. In 2024, Australia exported A$4.7 billion in agricultural goods to the region –A$600 million to Saudi Arabia.

‘Saudi Food Show offered a golden opportunity for the region’s retailers, wholesalers and food service providers to connect with Australian producers and explore partnerships,’ says Hilless. ‘We are proud to report many quality connections were made between Australian businesses and these buyers.’

Saudi Arabia’s Vision 2030 and a raft of global events are transforming the Kingdom’s food and beverage landscape. There are unparalleled opportunities for Australian exporters to provide the innovative, premium products, explains Austrade’s Trade and Investment Commissioner Todd Miller.

‘Opportunities as part of this transformation span tourism and food service industries, as well as increasing speciality products like organic and health foods and convenience products,’ he adds.

Austrade partnered with Meat & Livestock Australia to bring a taste of Australia’s premium products to the region. Australian lamb and beef exporters, including Karim and Stanbroke, brought a range of halal-certified, high-quality meats.

Australian frozen and chilled meat exports to the region are increasing. Sheep meat exports doubled between 2020 and 2024 to A$1.2 billion and beef exports reached A$555 million among strong competition.

Meat sales far exceed livestock sales, supported by strong cold chain logistics systems in Middle Eastern partner countries. Australia secured 120-day shelf life for chilled beef and 90-day for chilled sheep meat under GCC standards — boosting trade confidence and market access. 

Award-winning Chef Vanessa Bayma cooked quality Australian beef and lamb paired with products from other Australian exhibitors.

Jambo Foods founder Faiza Abdulgafur was one of the exhibitors on the stand. Her range of Kenyan-inspired marinades gained strong interest from distributors and retailers over the 3-day show.

‘Since attending Gulfood back in 2023, entering the Middle East, particularly Saudi and the broader GCC region, has been a key focus for us,’ she says. ‘Saudi Food was a great opportunity for my team to connect with distributers. Now it is time to continue this momentum and follow up with all the contacts made.’

More than 850 Aussie products showcased at Lulu Hypermarket

Austrade partnered with retailer LuLu Hypermarket on an ‘Explore Australia’ campaign across its stores in Riyadh to coincide with Saudi Food Show. The leading retailer showcased over 850 Australian products across 16 stores in Riyadh.

‘Explore Australia’ was a celebration of Australia’s clean, green, quality foods and beverages. The Kingdom has a growing appetite for premium Australian products, from meats and fresh produce to health and convenience foods.

‘We’re proud to partner with LuLu Hypermarket, a retailer with a strong footprint in the Middle East, to showcase much-loved Australian products in-store,’ says Miller. ‘By supporting Australian producers at Saudi Food Show, we hope to connect and grow export partnerships in the region.’

Shehim Mohammed, Director of LuLu Hypermarket Saudi Arabia, adds: ‘At LuLu, we are committed to offering a rich and diverse shopping experience to customers in Saudi Arabia. Australia Week is part of that commitment.

‘Through our partnership with Austrade, we can provide a selection of high-quality products that align with Saudi tastes and nutritional needs. We are excited to share these exceptional items with our customers.’