At the end of January, a business delegation from Saudi Arabia’s largest retail chains visited Estonian food companies. The Saudis were highly impressed with what they saw and have begun collaboration with Estonian businesses on multiple fronts.
Organised by the Estonian Business and Innovation Agency (EIS) and the Estonian Food Industry Association, the visit aimed to introduce the Saudi delegation to local food and beverage companies, their opportunities, and offerings. The delegation was particularly interested in Estonia’s innovative food solutions and high-quality products. In addition to meeting with companies, the Saudis also had discussions with Regional and Agriculture Minister Piret Hartman.
“The experience was very positive,” said Mohamed Elsayed, a representative of Panda Retail Company. “We were pleased to see that Estonian products have a strong foundational system – meaning the origins of their raw materials, the quality and reliability of their production processes, and their freshness. The modernisation of factories was very impressive, as was the level of quality control,” he said.
Cooperation started with Saudis
Elsayed added: “The business meetings were extremely successful, and we have already started working with four potential suppliers while looking for more. Additionally, we explored ways to promote Estonia in the Middle East and North Africa region. We provided some ideas on implementing Estonian concepts in our stores. Following this visit, we will need to assess food shelf-life compared to delivery times to Saudi Arabia.”
“Our guests were amazed to see how high the safety and hygiene standards are in our food production units and how meticulous we are in selecting raw materials and utilising residues efficiently.”
Katre Kõvask, CEO of YOOK Production
Mohammad Issa Awal from Qutouf Trading (AQT) echoed these sentiments: “The trip was amazing and very well organised. We look forward to working with Estonian companies and bringing them into the Saudi market.”
The same was confirmed by Khaled Refat, a representative of Saudia Dairy & Foodstuff Company (SADAFCO). “The visit to Estonia was a very positive experience – I gained a good understanding of the production capabilities of Estonian food companies, and I believe this could be a great starting point for cooperation,” said Refat.
In addition to the companies mentioned above, the delegation also included representatives from BinDawood Group (Danube) and Edafat International Trading Co. The Estonian companies visited included Balsnack International Holding AS, YOOK Production AS, Haage Joogid OÜ, AS Salvest, Valio Eesti AS Võru Juustutööstus, and the mushroom farm Shroomwell.
Estonian products will be available on Saudi Arabian stores
According to Katre Kõvask, CEO of YOOK Production and Head of the Export Working Group at the Estonian Food Industry Association, the first high-level visit by Saudi Arabian food companies proved that Estonian food, with its purity, innovation, and high quality, is welcomed in the Saudi market.
“Our guests were amazed to see how high the safety and hygiene standards are in our food production units and how meticulous we are in selecting raw materials and utilising residues efficiently,” said Kõvask. “Additionally, they were deeply impressed by the high level of automation and digitalisation in Estonia’s food industries. We hope this visit has laid the foundation for deepening trade relations and that Estonian products will soon be available on Saudi Arabian store shelves and in cafés,” Kõvask hoped.
“Haage Joogid OÜ has been exporting its products to the Saudi Arabian market since 2023, and today, we are honoured to be represented in the country’s premium restaurants and hotels, specifically in the HoReCa sector,” said Haage CEO Xenia Joost. “Meetings with the delegation members confirmed the value of our existing cooperation and opened new opportunities for expanding our sales network. We believe this visit has provided a strong boost for further growth in Saudi Arabia and will encourage other Estonian food and beverage producers to bring their high-quality products to distant markets,” she added.
Balsnack’s Export Manager Marko Utsar confirmed the same: “The Saudi delegation’s visit to the Balsnack factory took place in an excellent atmosphere and was productive for both parties—the Saudis witnessed, for the first time, the creation of a unique potato waffle and enjoyed its excellent taste fresh from the production line. Balsnack, in turn, strengthened its existing partnerships and secured confirmation for future collaboration with a new partner.”
The next meeting will take place in Dubai
Salvest has not previously worked with Saudi partners, although Saudi Arabia has been considered a potential target market for the past few years. “We see potential for several of our products, especially our Põnni organic baby foods,” said Salvest’s Sales Manager Marek Viilol.
“We were pleased to see that Estonian products have a strong foundational system – meaning the origins of their raw materials, the quality and reliability of their production processes, and their freshness. The modernisation of factories was very impressive, as was the level of quality control.”
Mohamed Elsayed, a representative of Panda Retail Company
“This visit was a great opportunity to show key decision-makers how we produce food and introduce them to our culture and history. As a result, our food products have now taken on a completely new meaning for representatives of Saudi Arabia’s largest retail and fast-moving consumer goods companies. I believe that once the formalities regarding documentation between our countries’ authorities are resolved, we will soon see our first sales,” Viilol stated.
The visit followed a business mission of Estonian food and beverage companies to Saudi Arabia in September, which resulted in new contracts for snack producer Balsnack with local buyers. The next meeting will take place in Dubai at the Gulfood trade fair from 17–21 February, where Estonian companies will have the opportunity to showcase their products. The Estonian Business and Innovation Agency (EIS) assists companies in finding export opportunities.
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