Dubai launches Sweets Middle East exhibition

The agreement is the first exhibition partnership agreement DWTC has signed with an international organiser for a food exhibition, and brings together two influential leaders in the field of food exhibitions to collaborate on a major new trade show.

Sweets Middle East will take place from 18-20 November 2007 at the Dubai International Convention and Exhibition Centre and it will offer a specialist networking platform for international manufacturers from the sweet & confectionery, bakery, snack food and ice cream sectors seeking to penetrate the lucrative Middle East markets.

Confectionery, including ice cream, accounts for approximately nine percent of total turnover in the international food industry. In 2007, global sales of sweets and biscuit products are forecast to reach USD 113bn, with volume sales of over 16 million tonnes. The Middle East region is one of the top markets for confectionery products, with high per capita consumption of chocolate in particular.

Both companies firmly believe that they have the vision and track record to deliver a major new trade show which will have a significant impact on the international confectionery industry.

DWTC, the organiser of the region's largest food & hospitality exhibition, Gulfood, has unmatched experience, capabilities and expertise in accessing international suppliers. More importantly, it has a powerful network of industry-buyer relationships in the Middle East, Africa & South Asia that are an essential asset for any exhibition presented in this diverse region.

Koelnmesse organises the largest and most important sweets and biscuits fair in the world - ISM in Germany - as well as Thaifex, World of Food in Bangkok; Annapoorna - World of Food in Mumbai; and Sweets China in Shanghai.

This partnership agreement marks its first strategic entry into the Middle East, one of the most dynamic growth hubs in the world.

DWTC sees the launch of Sweets Middle East as an important part of its vertical marketing strategy where specialised shows are developed to more effectively serve the targeted needs of sellers and buyers for a specific product or sector in the industry.

In turn, Koelnmesse will leverage its international reach in this focused segment to bring about a global showcase to the regional buyers

Together these two industry heavyweights will draw on their wealth of experience to make the Middle East edition of Sweets a keystone event for the region's hospitality and food industry. Organisers forecast that they will attract over 180 international and regional exhibitors from over 25 countries for the inaugural event.

'Part of DWTC's strategy is to create customer-focused specialist exhibitions whose offerings can complement existing major multi-sector events, and extend the overall value we provide to different industries,' said Helal Saeed Al Marri, Director General, Dubai World Trade Centre (DWTC).

'We are very pleased to forge this strategic alliance with a recognised industry leader like Koelnmesse on Sweets Middle East. We believe both partners will leverage strongly on their international and regional experience and expertise to produce another world class event in Dubai,'

he added.

Wolfgang Kranz, Executive Vice President of Koelnmesse, said 'We are delighted to sign this partnership with Dubai World Trade Centre, which will see the launch of a major new show for the Middle East market. The aim of this strategic partnership is to generate further competitive advantages for our customers - the event's exhibitors and visitors - and to create substantial and long lasting business relationships between them.'

In the Middle East confectionery segment, premium products are increasingly gaining in popularity, opening an important range of market opportunities for local and international companies. Consumers are paying more attention to quality and typically see confectionery as an important lifestyle 'treat'.

DWTC has increased its efforts to reach out to German businesses and exhibitions in recent weeks, completing a major business development promotional road-show in February.