The largest confectionery fair in the Arabian Peninsula – ISM Middle East in Dubai – were held on 24-26 September 2024. This-year edition of this prestigious event was attended by 36 confectionery producers and exporters, of which 16 companies presented their offer at the national stand organised by the National Support Centre for Agriculture (KOWR) under the “Poland tastes good” brand.
The Polish stand opening ceremony was attended by Jacek Buda – Chargé d’Affaires of the Embassy of the Republic in Poland in Abu Dhabi, as well as representatives of KOWR and the Foreign Trade Office of the Polish Investment and Trade Agency in Dubai. During the speech, growing presence of the Polish food on the shelves of the United Arab Emirates (UAE) stores was emphasized. Regular participation of Poland in this fair builds trust of the ZEA partners to our domestic brands.
In 2024, as many as four exhibition halls were adapted for the purposes of the confectionery fair. Polish cookies, fudges popular in the Middle East, candies, pralines, chocolates, ice-cream, dulce de leche, sticks, pretzels, waffles, vegan and gluten-free sweets were perfectly visible owing to favourable location of the national stand and attracted wide interest of the visitors.
The ISM Private Label and Gulfood Green fairs were organised in parallel to the ISM Middle East event.
We hope that the promotion during the ISM Middle East 2024 will contribute to even greater popularity of the Polish confectionery and become a permanent element of the offer of the UAE stores.
