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 Middle East Caterer Canadian beef advertising campaign One of strategies used by Canada Beef in the Middle East market is to invest in trade advertising to promote and highlight Canadian beef qualities and attributes to buyers in the region. Trade ads also support the Canadian beef suppliers and distributors selling to the region.  After consultation with the Canadian beef suppliers to this market, Canada Beef conducted a three-month advertising campaign with Middle East Caterer magazine from December 2021 to February 2022. Middle East Caterer magazine is produced in both print and digital versions and currently reaches 22,000 key foodservice industry decision-makers in the region. The advertising campaign included a combination of advertisements focusing on Canadian beef quality grades, advertorials focusing on the key attributes of Canadian beef, digital banners leading to a dedicated Canadian beef Middle East landing page, Canadian beef recipe inserts as well as posts on the publication’s social media channels. The campaign coincided with the Gulfood 2022 trade show in Dubai that took place in February 2022 and where a number of Canadian beef suppliers and distributors were exhibiting. The Middle East is an emerging export market for the Canadian beef industry with several Canadian beef suppliers and distributors selling beef into this region. The most important markets for Canadian beef in the Middle East region are Saudi Arabia, Bahrain and the United Arab Emirates, the 13th to 15th largest export destinations for Canadian beef by volume. Saudi Arabia and the United Arab Emirates are the highest value markets. Canada also has market access for our beef products to other countries in the Middle East region including Jordan, Qatar, Kuwait, Oman, Lebanon and most recently Iraq. Access to these markets provides further opportunities for export growth. In 2021, Canada exported 2,458 MT of Canadian beef to the Middle East region valued at CAD$20.7 million. Beef supplied to countries in the Middle East region must adhere to Halal certification requirements. The majority of premium Canadian beef products exported to the region are sold to the foodservice and catering sector and are mostly available for purchase at restaurants and hotels. Back to main page  ALBERT ERINGFELD Executive Director, Export Market Development |
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