According to Bord Bia's 2024-2025 Export Performance and Prospects report – specifically its CEO Sentiment Survey – more than half of Irish exporters, or 56 per cent, anticipate growth in the Middle East and Africa. This stems from producers’ confidence in the sustainability credentials of Irish products and the strong communication of that sustainability story to potential markets, according to Lorna.

She explains: “For the food-producing industry, it is important for them [exporters] to be planning the best approach to meet the changing priorities and demands of buyers and consumers to ensure they evolve and remain competitive. Sustainability is a priority for food producers who are working hard to deliver greater sustainability gains.
"There is a strong imperative for organisations to integrate sustainability into the epicentre of their overall business strategy and pay attention to their eco-scores and carbon numbers. Irish food producers are acutely aware of this and continue to make substantial progress in this area."
This is where Origin Green – Ireland’s longstanding national food and drink sustainability programme – has really come into its own. "It has guided the Irish food industry to become one of the most scientifically advanced and sustainable, globally,” says Lorna. She continues: “The benefits of Ireland’s pioneering Origin Green programme are more environmentally aware farms, an important focus on community and more sustainable food and drink production, which, ultimately contribute to sustainable livelihoods.

“This is what makes Ireland’s food and drink produce a leading choice globally,” she says. “It is trusted as sustainably produced by people who care. Bord Bia has placed five Origin Green ambassadors in United Arab Emirates (UAE) and Saudi customers’ offices since 2022, which demonstrates the commitment to sustainability and recognition of the Origin Green programme.”

 

Awareness

According to Lorna, the UAE and Saudi Arabia have become increasingly important trading partners for Irish food and drink exporters. This has happened, she explains, ‘as Ireland’s agri-food sector strives to successfully serve the specific market dynamics and consumer demands of this region’.   

Lorna continues: “For individual Irish companies to succeed in the market, we know it is critical that awareness of Ireland as a source of quality and sustainable ingredients is amplified. Building this awareness through our participation in prominent events like Gulfood forms a key part of Bord Bia activity.”

Lorna says there is more Irish produce on retail shelves in the UAE than in any other market outside the UK and Ireland, and with the population in the Gulf region expected to increase to 58 million by 2050, the demand for food and drink imports will continue to surge. There are other factors, too, Lorna explains: “The region not only has an increasing expat population causing high demand for high quality Western food and beverage products but also is conveniently close to Ireland making it easier and more cost-effective for Middle East countries to import. These factors combined with our strong trade relations with the Arab countries should be leveraged to meet the food security needs of the region.”

 

Declining dairy

Delving a little deeper into the 2024-2025 Export Performance and Prospects report, however, we see that in 2024 Irish dairy exports to the Middle East 'declined by 20 per cent to a value of €325m, returning to values seen in 2021 and 2022, and now accounting for five per cent of all Irish dairy exports'. The decline is not a cause for concern, Lorna says, explaining that dairy is the largest export sector from Ireland to the Middle East, accounting for 90 per cent of all Irish exports in 2024. She adds: “With values increased to €402m in 2023, the decline in 2024 sees dairy exports to the Middle East return to a steady level as seen in previous years. Dairy exports to the Middle East have seen a 37 per cent increase in the past five years. Bord Bia continues to actively engage with dairy customers in the region to build and maintain awareness of Ireland as a source of quality and sustainable ingredients.”

 

Solid PFCs

When it comes to PCFs, the Middle East – although relatively small – does provide a solid market valued at €25 million in 2024. Lorna comments that the year began tentatively for Irish exporters as companies were dealing with their own challenges such as increasing cost of labour and input costs, but the year closed with an increase in exports.

Lorna explains: “PCF exports to the region were €25m in 2024, an increase of 20 per cent on 2023 figures (€20m). Across the Middle East this category is led by meal solutions (e.g. ready meals, soups, pizzas, etc.) ice cream, confectionary, and juices. Bord Bia has provided a number of PCF focused supports in recent years via market insights reports, study visits to the markets and by actively engaging the largest retailers in the region.” Longer-term prospects for PCF exporters remain positive in the region as health and wellness, and convenience, offer two potential platforms for further growth.

A strong cohort of Irish companies are exhibiting at Gulfood 2025 covering dairy and prepared consumers foods categories

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CEO of the Arab Irish Chamber of Commerce (AICC), Ahmad Younis, who has lived in Ireland for more than 40 years, says he has seen how well received and respected Irish businesses are in the Middle East and Gulf. “I can see many similarities between the two cultures, which certainly helps when it comes to doing business,” he says.

The United Arab Emirates (UAE) is home to tens of thousands of Irish expats so it is not unusual to visit a supermarket in Dubai and see Irish products such as butter, chocolates and meats on the shelves. He adds: “Monaghan’s Silverhill Duck for example, has achieved incredible success in the UAE and is one of many Irish food producers looking east for export opportunities.”

Machinery and equipment, medical and pharma, food and beverages, textiles and footwear are among the top products heading east from Irish businesses, including a growing number of SMEs.

For almost 40 years, the AICC has been supporting Irish businesses to trade with the Arab world.  Every Arab country has its own import rules, documents and levies and the AICC processes all requisite documents, such as certificates of origin, making it easier for Irish businesses to do business with Arab countries. It also provides services for individuals moving to the Middle East.

 

Top performing Arab markets January-March 2024

• Saudi Arabia with the value of exports from Ireland rising 4 per cent to €244m

• UAE exports value rose by 62 per cent to €203m

• Egypt which saw a rise of 14 per cent to €62.4m

• Iraq saw a rise of 16 per cent to €43m

• While Ireland exported just €1,000 worth of products to the occupied State of Palestine in the first quarter of 2023, a quarter of a million Euro worth of medical and pharmaceutical products were imported from Ireland in that period, reflecting the urgent need for medical supplies in the region.

Source: AICC.