Soaring demand takes Middle East into world rankings

On the stands one can hear orders being placed, existing relationships being fortified and new ones being generated, with all of the exhibitors echoing the same testimony that the show is truly a great success.

"This is has been a very successful day for us we have already done the business we expected to do over the three days of the show. The quality of the visitors is excellent," Mr M. Ibrahim Eibo- Owner, Al Adel, Syria and Mr Ahmad Akel- Owner Swareen, Syria.

The Middle East's famed sweet tooth is making the region the world's fastest-growing market for confectionery, biscuits, and ice cream. Throughout the colourful Maktoum Hall the latest and finest merchandise from 27 countries and 7 country pavilions can presently be found on display, providing the buyers with fantastic opportunities to broaden their product range.

One visitor whilst describing the show as now being a crucial part of their annual plan said, "We came all the way from Germany to visit Sweets Middle East and it has certainly been worthwhile. Many of the major players from the industry are here and it's defiantly impressive for a first time event."

A total of 135 companies from 27 countries are taking part in the exhibition, including 7 national pavilions from Egypt, Belgium, Germany, France, Italy, Turkey and the USA, presenting a wide range of ice cream, raw pastes, and snack items.

Germany, the world's biggest exporter of sweets, is represented by 16 companies as well as a delegation organised by BDSI, an association that represents the economic interests of largely medium-sized businesses within the German confectionery industry and currently on a trade mission in the UAE.

The delegation of 25 high-profile industry heads is attending Sweets Middle East 2007 to research the market and evaluate its potential. Part of the programme is to develop industry relations and meet with buyers from regional and international wholesale and retail chains such as Spinneys, Carrefour, and Geant.

"For a first-time show, it's got off to a great start with excellent potential for exhibitors to secure new business," said Tobias Bachmuller, chairman of the German Sweets Association.

"Everyone taking part has had positive results - whether in creating prospective sales or closing firm orders," he added.

The show is strategically positioned by leading international exhibition organisers Dubai World Trade Centre (DWTC) organisers of Gulfood and Koelnmesse BmbH to bring together key buyers from across the region, and draw on the expertise of the two exhibition industry heavyweights to ensure a targeted platform is delivered.

The event is supported by the International Sweets and Biscuits Fair Association and platinum sponsor Iffco.

Sweets Middle East takes place on November 18-20 at the Dubai International Convention and Exhibition Centre. The exhibition is for trade and business professionals only and is open from 10am-6pm on November 18-19, and 10am-3pm on November 20. General public and persons under the age of 18 will not be admitted.