Japan looks to strengthen presence in Middle East food sector by reaching out to the mass market

After gaining a strong foothold in the region’s premium food segment, Japan is now looking to consolidate its presence in the Middle East by reaching out to the mass market with a wide range of everyday food products.

As part of a wider regional push, the Japanese Ministry of Agriculture, Forestry and Fisheries is showcasing an extensive range of authentic Japanese food products - with special emphasis on beverages - at the ‘Gulfood 2011’ exhibition, which opened today at the Dubai World Trade Centre.

“Japanese food is renowned around the world for its high quality and healthy richness. In recent years, premium Japanese food products have proved very popular in the UAE and the Arab region, and now we are targeting a larger share of the regional food pie by strengthening our presence in the mass market,” said Mr. Hiroshi Inoue, Director of Kintetsu World Express Sales, Inc, who are organizing the Japan Pavilion on behalf of the Ministry.

“Our aim is to promote Japanese food as an ideal everyday food choice, a healthy alternative that should find its way to every family’s dinner table,” Mr. Inoue added.

The Japan Pavilion, which features 11 leading Japanese food companies, promises to be a key attraction at ‘Gulfood 2011’ with its packed schedule of events and activities. Located at Stand 950 in Hall 9 of the Dubai World Trade Centre, the Japan Pavilion will showcase a range of authentic agricultural and marine products from Japan, sourced from various regions of the country.

“For trade visitors, the Japan pavilion at ‘Gulfood 2011’ will be the best place to meet up with Japanese companies and groups, and we are arranging business matching between our co-exhibitors and visitors who are looking for potential strategic partners,” Mr. Inoue said.

Beverages have traditionally constituted a major share of Japanese food exports to the Middle East and this year, Japanese exhibitors at ‘Gulfood’ will introduce several new beverages across various product segments such as coffee, milk, lactic drink, soup, and soft drink.

The Japan Pavilion will also host other attractions including culinary demos, with renowned Japanese chefs of Kisaku restaurant at the Al Khaleej Hotel – which was the winner of Time Out Dubai’s 2010 Best Japanese Restaurant Award - holding live cooking demonstrations for food enthusiasts visiting the pavilion.

The Japanese diet is considered by health experts to be one of the healthiest in the world due to its high levels of nutrients and antioxidents. Japanese cuisine is distinguished by its heavy reliance on ingredients such as whole grains, fresh vegetables and fish of the highest quality, limiting the use of cooking oil. At the same time, Japanese food is rich in essential fats, which are known for a range of health benefits including reduced heart disease and lowered cholesterol.

The ‘Gulfood 2011’ exhibition takes place at Dubai World Trade Centre from February 27 to March 2.