There was a renewed sense of optimism as some 4,000 exhibitors met more than 100,000 buyers and other guests at Gulfood, one the world's largest global food shows held annually in Dubai, United Arab Emirates. 

Hotels in Dubai are full and restaurants are rebounding toward pre-COVID activity, according to U.S. Meat Export Federation President and CEO Dan Halstrom. That optimistic atmosphere provided an excellent opportunity for U.S. exporters to display a broad array of beef cuts and showcase the quality and taste experience of U.S. beef. USMEF's participation in Gulfood, held Feb. 13-17 at the Dubai World Trade Centre, was made possible through support from the USDA Market Access Program, the Beef Checkoff Program and the Texas Beef Council.

"Hotel occupancy rates in the region are sky high, food service is starting to rebound as well, there's a sense of optimism around the business here in this part of the world today," Halstrom says. "We have higher prices, which it's a price sensitive area of the world, and traditionally a beef variety meat region into the Middle East. But I think what we're working on is to try to expand that product profile and expand it into more of the muscle cuts section and not necessarily just middle meats either. You know, sirloin cap and things like this, also briskets and shoulder clod and things like this that are also being focused on so trying to increase that product mix is another focus in this region."

While Gulfood attracts buyers from across the globe, a particular focus comes from the surrounding countries of the Middle East and Africa. USMEF Africa representative Matt Copeland notes that buyers from a wide range of African nations were active at the trade show and showed strong interest in U.S. beef.

"Gulfood is back in full force. It was brilliant. In terms of the candidates that have visited from South Africa, from Angola, from Gabon, from Ghana, Cote d'Ivoire, even some of the smaller countries Senegal, Equatorial Guinea, everyone is back in the marketplace and interested to see what opportunities exist right now," Copeland says. "Traditionally a variety meat market in Africa, and they're desperate for quality nutrition. Prices have obviously rushed hugely over the COVID period, and as a result, they need to find more alternative suppliers. So we're here explaining to them quality, nutritional values and in terms of the muscle cuts, some of the unbelievable taste experiences that exist in conjunction with U.S. beef."

Source: U.S. Meat Export Federation, which is solely responsible for the information provided, and wholly owns the information. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset.