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 Hotelier Saudi Canadian beef advertising campaign The Middle East is an emerging and high-value export market for the Canadian beef industry, especially in Saudi Arabia. For the first seven months of 2022, Saudi Arabia imported 1,999 tonnes of Canadian beef, an increase of 260% from the same period in 2021 and with a value of CAD$36.8 million, up 415% from 2021. This makes Saudi Arabia the seventh most important market for Canadian beef in volume and sixth in value. The majority of premium Canadian beef products exported to Saudi Arabia are sold to the foodservice and catering sector and are mostly available for purchase at restaurants and hotels. Canadian beef is imported and distributed in Saudi Arabia by a number of major foodservice companies operating in the country. One of the strategies of 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 and to support Canadian beef suppliers and distributors selling to the region. As part of a larger Middle East advertising campaign, Canada Beef placed an advertisement in the September edition of the Hotelier Saudi magazine, a publication under the Middle East Caterer banner focused entirely on the Saudi Arabian market and targeting key foodservice industry decision-makers. The campaign included an advertisement focused on Canadian beef quality grades and an advertorial highlighting the key attributes of Canadian beef. The campaign coincides with the lead-up to the largest international food, beverage and hospitality show in Saudi Arabia (Saudi HORECA) taking place in November 2022. Foodservice distribution companies selling Canadian beef in Saudi Arabia will be exhibiting and promoting Canadian beef at this show. Back to main page ALBERT ERINGFELD Executive Director, Export Market Development

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