Last week, 17 Estonian companies participated in Gulfood 2026 in Dubai, the world’s largest food and beverage trade fair, led by Enterprise Estonia. The Estonian joint stand attracted strong interest thanks to Nordic flavours, clean ingredients, and transparent production processes. As a special recognition, Bon Vegan’s nutritional yeast with natural vitamin D was nominated for the Gulfood Innovation Awards.

“Gulfood has been an important platform for Estonian companies for nearly a decade. In the Gulf region, there is growing attention to food purity, nutritional value, traceable origin, and reliable supply. Estonian producers are strong in these areas and know how to leverage their advantages,” said Mari-Liis Küppar, Member of the Management Board of Enterprise Estonia.

“Within just a few hours after the fair, Balsnack received a real order from Jordan. The volume is substantial—a standard 40-foot sea container—and more will certainly follow.”
Marko Utsar, Export Manager of Estonian snack producer Balsnack

First order arrived within hours

According to Marko Utsar, Export Manager of Estonian snack producer Balsnack, the fair delivered fast and very concrete results. “Within just a few hours after the fair, Balsnack received a real order from Jordan. The volume is substantial—a standard 40-foot sea container—and more will certainly follow,” Utsar said confidently. “The total revenue from clients and sales gained through fairs with Enterprise Estonia’s support exceeds €9 million for us,” he added.

Katre Kõvask, CEO of oat drink producer YOOK, noted that the company’s international network has grown rapidly at Gulfood. “In just two years, we have found partners and launched products in the UAE, Saudi Arabia, and Kuwait. We are seeing increasingly informed customers—people ask how products are actually made and, for example, about sugar content,” Kõvask explained.

“Gulfood has been an important platform for Estonian companies for nearly a decade. In the Gulf region, there is growing attention to food purity, nutritional value, traceable origin, and reliable supply. Estonian producers are strong in these areas and know how to leverage their advantages.”
Mari-Liis Küppar, Member of the Management Board of Enterprise Estonia

According to Marek Viilol, Sales Manager at Salvest, trade fairs have been one of the best tools for the company’s export growth: “Every year we have found at least one client to whom we sell products worth at least one million euros annually.”

For Margus Masing, Export Manager at Saku Brewery, consistency is key to building trust with international clients. “The joint stand often provides the push that helps Estonian products reach store shelves abroad. Reaching concrete agreements can take time, but for international clients it is very important to see that we regularly present our products at trade fairs.”

Fresh and distinctive Estonian flavours succeed in the Gulf markets

Estonian producer Bon Vegan, participating in Gulfood for the first time, was nominated for the Gulfood Innovation Awards in the health products category with its nutritional yeast. Reaching the finals with parmesan-flavoured flakes containing natural vitamin D showed, according to CEO Karin Miller, that the product aligns with some of the most interesting developments in the sector.

Both Kadi Hiie, founder of SUME smoothie blends, and Katrin Sepp, CEO of Öselwise, confirmed that interest is growing in the Gulf region for products with clear origin, clean composition, and distinctive taste. SUME found that the natural tartness and sweetness of Nordic berries and fruits are perceived as novel, and solutions suitable for everyday routines without added sugar are particularly valued.

According to Sepp, functional beverages are also gaining popularity, and beetroot-containing shots, for example, have been well received in the region: “Recipes are adapted when necessary for local markets, but Nordic flavour profiles no longer need to be separately ‘sold’ to consumers.”

“Every year we have found at least one client to whom we sell products worth at least one million euros annually.”
Marek Viilol, Sales Manager at Salvest

According to Ene Viiard, Enterprise Estonia food technology expert, the fair placed strong emphasis on next-generation solutions and the growing importance of health—without compromising on taste. “The strength of Estonian producers fits perfectly with the trend of minimalist ingredients and maximum flavour. Clear and natural raw materials—such as apples, rhubarb, Nordic berries, plant-based proteins, and high-quality oils—are brought into new formats using smart technologies that support both flavour and the stability that is especially important in export markets. The Estonian food sector brought to the UAE market products where familiar ingredients deliver a modern result: less sugar, more protein and fibre, better nutritional value, and a credible story.”

Compared to last year, the fair doubled in size. According to the organisers, more than 280,000 square metres of exhibition space were fully sold out, and the five-day event brought tens of thousands of visitors from around the world to Dubai.

At the Estonian joint stand at Gulfood 2026, 17 Estonian food and beverage companies participated:  A. Le Coq, Balsnack International Holding, Bon Vegan, EBM Grupp, Estover, Marmiton, MULL° DRINKS, Revala, Saku Brewery, Salvest, Scanola Baltic, Sume, SUNFLY, Öun Drinks, Öselwise,  Vegestar / Thormi Technology and YOOK.

Under the leadership of Enterprise Estonia, Estonia organised a joint stand at Gulfood for the ninth time, and participation in the fair was co-financed by the European Union.

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