The 13th edition of the ISM Middle East International Sweets, Beverages and Snacks (ISM ME) fair, one of the most important exhibition events dedicated to the confectionery industry in the Middle East, took place in Dubai, United Arab Emirates (UAE), from 7 to 9 November 2023.
In accordance with the strategy defined by the Ministry of Agriculture and Rural Development, as part of its initiatives to promote Polish agri-food products on foreign markets, the National Support Centre for Agriculture organised a Polish national stand at the ISM Middle East fair for the third time under the slogan Poland tastes good. The stand was officially opened by Jakub Sławek, Ambassador Plenipotentiary and Ambassador Extraordinary of the Republic of Poland to the United Arab Emirates, together with representatives of the Poland-United Arab Emirates Parliamentary Group of the Sejm of the Republic of Poland, chaired by MP Marcin Porzucek.
On the first day of the fair, an award ceremony was held for companies participating in the ‘The best in Sweets and Snacks’ competition. The Polish company Me Gusto, exhibiting at the Polish national stand, received the first-place award in the category ‘The Best Bakery Product’.
At the national stand, Polish companies presented a diverse range of products, including confectionery and chocolate items such as milk mousse chocolates, pralines, wafers, bars, fudge, toffee, candies, caramel products, cupcakes, cookies, organic sweets and syrups. Additionally, the display featured snacks like sunflower seeds and pumpkin seeds, filled crisps, rice wafers, as well as gluten-free and low-protein bakery products.
The Middle Eastern market, including the UAE, proves to be highly attractive and promising for Polish companies in the confectionery and snacks industry. A consistent upward trend in the export value of Polish products has been observed for several years, and this was evident in the significant interest shown by visitors in the Polish products presented by companies at the national stand.
The next edition of ISM ME is scheduled to be held on September 24-26, 2024.
