Welsh food and drink businesses made a strong impression at Gulfood 2025, the world’s largest food and drink trade show, held in Dubai, United Arab Emirates this February. Led by the Welsh Government’s Food Division, a delegation of 15 companies showcased the very best of Welsh produce, securing new international customers and expanding their global reach.
Welsh exhibitors were present across two key areas, the World Food Hall and the Dairy Hall. Exhibiting in the World Food Hall were top brands such as Morning Foods, Hilltop Honey, What’s Cooking?, and Hybu Cig Cymru – Meat Promotion Wales. Meanwhile, dairy producers including Rachel’s Organic, Dairy Partners, Calon Wen Organic, and Castle Dairies proudly represented Wales in the Dairy Hall. An additional seven companies, including Golden Hooves, Welsh Lady Preserves, Princes and Ocean Bay Seafoods, Penderyn Distillery, Wrexham Lager, and Cwm Farm Charcuterie, joined the mission for an export market visit.
Over five days, businesses engaged with new and existing customers from across the Gulf region and beyond, one highlight being a new order secured from the Seychelles! Beyond the exhibition, networking events provided further opportunities to connect with key buyers. This included the Four Nations Networking Breakfast organised by the UK Department for Business and Trade which allowed Welsh businesses to network with other businesses from the UK and key contacts within the regions. Wednesday evening saw the annual St David’s Day Reception take place in the grounds of the British Embassy Dubai, always a highlight of the week! This excellent evening, organised by the Welsh Government MENA team, was a real celebration of Wales and its food and drink. The menu for the evening focused on the products donated by the businesses attending Gulfood, including a cheeseboard full of delicious Welsh cheeses, PGI Welsh lamb expertly cooked by HCC chef Elwen Roberts and a Penderyn whisky tasting bar. Hosted by the HM Trade Commissioner for the Middle East and Pakistan, the event was opened by a local English school performing several Welsh language songs and was attended by over 120 Welsh businesses, key regional buyers, diaspora and the Embassy team.
Gulfood overall was hugely successful for the Welsh food and drink businesses who attended, securing new orders and customers from markets worldwide, and gaining valuable market intelligence which can only be gained by visiting a market. We look forward to building on this momentum at Gulfood 2026!
Lucy Parr – Golden Hooves shared their experience:
Gulfood 2025 provided Golden Hooves, a deliciously regenerative and award-winning cheese and cracker brand, with greater market awareness and some very strong leads, both of which are crucial for our export expansion and long-term business strategy. Being in-front of influential buyers and having the opportunity to discuss our brand and ethos in depth will undoubtedly result in increased opportunity, with meetings already planned for the following weeks.
Our highlight would be the St David’s Day evening at the British Embassy, the relaxed and beautiful environment enabled the perfect occasion for networking. Approaching key decision-makers isn’t always easy, however Shona and the team introduced us to relevant buyers, encouraging mutually beneficial discussions. As a start-up it was a very positive experience and such a welcoming and supportive community.
As Golden Hooves looks to expand within the MENA region, I am sure we will look to attend as part of Food & Drink Wales in the future and are grateful for the opportunities that exist and support for Welsh business.
Jack Davies – Hilltop Honey:
Being part of the Wales Food & Drink stand at Gulfood 2025 was an incredible experience. Not only did we strengthen relationships with existing customers, but we also connected with exciting new leads across the travel, manufacturing, and retail sectors. We had the opportunity to engage in new conversations with potential partners from the US, Qatar, India, and many other regions, opening doors to valuable opportunities. The event reinforced the global appeal of Welsh food and drink.
Richard Jones – Morning Foods:
After attending Gulfood on and off for over 25 years this is one of the busiest I have seen it and our stand on the Welsh pavilion was great in drawing many new visitors. We returned with around 20 to 25 new opportunities, not just for the Gulf regions but worldwide. The logistics were also well organised with the hotel walking within distance to the show. Gulfood is clearly still one of the best attended exhibitions around the world and well worth attending.
Lawrence Williamson – Wrexham Lager:
The Gulfood attendance with the Welsh Government was very productive, it gave the opportunity to meet key target partners for the region as well as learning of more new contacts for the rest of the region. It also enabled me to learn more of the domestic market in terms of packaging formats as well as routes to market, and the competitor brands that can only be done by visiting and engaging in market.
