BUSINESS

Demand for Australian food & beverage products on the rise in MENA region

December 03, 2017
F&B
F&B

RIYADH — Horticulture Innovation Australia, Meat & Livestock Australia, Dairy Australia, and the State Government of Victoria, in partnership with the Australian Trade and Investment Commission (Austrade), are launching the first ever “Taste Australia” roadshow in the region to offer a unique food and beverage experience.

In recent years, the momentum around premium Australian food and beverage (F&B) has been increasing in the Middle East North Africa (MENA) region due to a number of demand factors, and the positioning of Australian products in the market.

Australia is known for, and associated with high quality, premium, and sustainable produce. With un-spoilt landscapes and a reputation for strict quality, and traceability measures, the country produces a variety of fresh, alluring, and a uniquely diverse range of food.

With a focus on promoting continued successful bilateral trade, cultural ties that exist between Australia and Saudi Arabia, and the increasing demand for premium Australian food and beverage, Taste Australia will engage with the F&B community to offer bespoke programs for food service and hospitality industries, and to key entities including flight catering executives from regional airlines, senior executive chefs, and industry opinion leaders, addressing long term market strategies through a series of events.

The Middle East region has been an important export market for the Australian dairy industry. In 2016/17, Australia exported over 41,000 tons of dairy products to the region, worth nearly AUD159 million. Saudi Arabia, UAE and Kuwait have been the top three importing countries for Australia’s safe and quality dairy products.

The MENA market is now Australia’s largest export region for sheep meat, with combined total volume of lamb and mutton meat and offal exported in 2016 of 123,320 tons swt valued at AUD$694.3 million. Australian beef, veal and offal exports to the region have also seen growth in high value items such as grain fed beef, Angus and wagyu products totaling a volume of 38,882 tons swt and AUD$308.4 million value in 2016. With a combined value of just over AUD$1 billion dollars annually, the MENA region represents a significant market and trade partner to the Australian red meat industry.

Saudi Arabia is especially important for Australia’s agriculture and horticulture produce exports, with over AUD$11 million in trade between the two countries in 2015. According to reports, frozen and chilled Australian meat continues to be of high demand due to the high quality. Australian milk powder and butter also have great demand in the food processing sector and are gaining market share annually.

The Middle East is Australia’s 15th largest market for fruit exports accounting to 11% of exports and worth over AUD$10 million. The major fruit exports include peaches, nectarines, grapes, strawberries, oranges and cherries. In the last 5 years, fruit exports have achieved an average of 46% growth year on year in demand. Additionally, 10% of Australia’s nut exports (60% Almonds; 40% Macadamia) are consumed in the Middle East valued at AUD$3.7 million.

The event will took place yesterday (Dec. 3) at the Australian Embassy in the Diplomatic Quarter in Riyadh. Delegates from the partnering organizations delivering premium produce to the region were present, in addition to the Australian Ambassador to Saudi Arabia Ralph King.

The program included a showcase of Australia’s finest F&B displayed across a variety of live interactive stations during a networking reception, and presented by leading executive chefs from Meat & Livestock Australia, Horticulture Innovation Australia, and Dairy Australia - Tarek Ibrahim and Tim Hollands.

Taste Australia roadshow will take place in Dubai on Dec. 5 and in Kuwait on Dec. 6. — SG


December 03, 2017
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