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 Gulf region marketing and promotion The Gulf region of the Middle East, an emerging export market for the Canadian beef industry, continues to grow. In 2022, Saudi Arabia was the largest Canadian beef importer in the region reaching 2,108 MT, an increase of 139% vs. 2021 with a value of CAD 40.7 million, up 261% from 2021. Other countries in the region importing Canadian beef are the United Arab Emirates, Bahrain and Iraq. Qatar and Kuwait have also recently granted access to Canadian beef imports. Canada Beef invested in several initiatives over the past few months targeting the Gulf region with the goal of growing Canadian beef sales. An advertisement and advertorial were placed in the print and digital versions of the January edition of Caterer Middle East; an online, linked banner was also included in the digital version. Caterer Middle East is a publication targeting key food industry decision makers in the region. The campaign’s focus was Canadian beef quality grades, the attributes of Canadian beef and where Canadian beef can be purchased.   In February 2023, Canada Beef partnered with the Canadian Trade Commissioner Service in Qatar and Kuwait to support Taste of Canada promotional and networking events in both countries. To support Canadian beef suppliers interested in these two markets, Canadian beef was highlighted and introduced to potential buyers from both countries’ foodservice and retail sectors. It was also the main ingredient featured on the dinner menu at both events. Three Canadian companies received cost-shared support under Canada Beef’s Export Market Development Program to exhibit and promote Canadian beef products at the Gulfood 2023 food and beverage show in Dubai from Feb 19 to 23,2023. Back to main page ALBERT ERINGFELD Executive Director, Export Market Development

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