Strong sales and international turnout at Sweets Middle East

Following the success of the inaugural show in 2007, Sweets Middle East recorded a 100% growth in exhibition space welcoming over 170 exhibitors from 31 countries. Manufacturers from Belgium, Colombia, Cyprus, Egypt, France, Malaysia, Poland, Russia, Saudi Arabia, Syria, Thailand and Yemen made their debut at the show this year.

Sweets Middle East co-organisers, Dubai World Trade Centre (DWTC) and Koelnmesse GmbH, confirmed the increased international buyers from over 75 countries at the exhibition.

"The distinct industry focus of Sweets Middle East 2008 has enabled us to meet the expectations of our clients, offering them an ideal platform to develop new business and launch products to key regional retailers and buyers", said Joanne Cook, Industry Group Manager - Exhibitions and Events Management at Dubai World Trade Centre.

A senior representative from the Malaysian Cocoa Board commented, "All the Malaysian exhibitors participating recognise the excellent quality of visitors at Sweets Middle East 2008. The Middle East offers excellent opportunities to develop further trade relations with Malaysian exporters."

American company Adam & Brooks presented for the first time their 'All Natural Lollipops'. Speaking on behalf of Adam & Brooks, Business Development Manager John Brooks Jr. added, "Sweets Middle East gave us a great opportunity to evaluate potential distributors and to launch our products in the Middle East, as it is one of the fastest developing regions in the world."

From France, luxury chocolate manufacturer Chocmod enjoyed a successful regional debut at Sweets Middle East. "Visitors at the exhibition have been genuinely interested in forging serious partnerships with international suppliers. The show offered us the perfect venue to expand our operations in the Middle East," said Muriel Sucche, Sales Development, Chocmod.

In response to the GCC sweets and confectionery markets' growing sophistication, DWTC and our joint venture partner for Sweets Middle East, Koelnmesse, plan to introduce new initiatives in 2009 such as a sector-specific technology show at a single trade fair," said Joanne Cook, Industry Group Manager - Exhibitions & Events Management at Dubai World Trade Centre.

One such initiative is the launch of Sweets and SnackTec Middle East, which will be the second joint venture between Dubai World Trade Centre and Koelnmesse.

"The success of attracting quality trade visitors and buyers is testimony to the development of the sweets and confectionery industry in the Middle East and re-enforces the demand for this niche industry exhibition," added Cook."We are looking to expand this success by introducing new levels of specialisation through the launch of Sweets and SnackTec Middle East."

The new trade show will run parallel with Sweets Middle East and is designed to showcase the entire value chain and production technology to sweets and confectionery manufacturers.

Sweets Middle East 2009 will be taking place next year from 2 - 5 November.