Now in its 30th year, the Gulfood Trade Show is the largest event of its type in the and North Africa (MENA) region. The 2025 event welcomed over 120,000 attendees, including 5,500 exhibitors from 129 countries.
The trade show is extremely valuable for the Australian red meat industry, as it allows exporters to connect with new buyers and deepen relationships with existing customers. Held each year in Dubai, Gulfood is a key opportunity to develop relationships in the Middle East, especially in the wake of the recently signed Australia-UAE Comprehensive Economic Partnership Agreement.
MLA’s presence at Gulfood is important in our effort to promote Australian red meat in the region. There were 34 exporters hosted at the MLA Pavilion, all focused on showcasing the quality and consistency of Australian red meat under the Aussie Beef, Lamb and Goat brand.
The event was a success for the brand, with numerous fresh business leads generated and Australia’s position as a reliable, high-quality provider of red meat reinforced in the minds of attendees. MLA held five Aussie Meat Academy events, educating participants around the unique attributes of Australian red meat, and served close to 350 meals to guests, allowing attendees to get a taste of what makes Australian red meat special.
The MENA region remains a key target market for Australian red meat, with a growing foodservice sector and a young, highly urbanised consumer base. As shown from the MENA Snapshot, the region has been a large and established market for Australian sheepmeat and has seen substantial growth in recent years as a market for premium beef.
Trade shows remain an integral part of MLA’s program to build and sustain Australia’s reputation as a top exporter of high-quality beef, sheepmeat and goatmeat.
