Outward trade delegation to promote Sri Lankan food and beverage products in Kingdom of Saudi Arabia

Thursday, 6 February 2025 00:26 - - {{hitsCtrl.values.hits}}

The Sri Lanka Export Development Board (EDB), in collaboration with the Sri Lankan Embassy in the Kingdom of Saudi Arabia (KSA), successfully organised an outward trade delegation to Saudi Arabia from 13-16 January. This initiative aimed to promote Sri Lankan food and beverage (F&B) products in the KSA market and strengthen bilateral trade relations between Sri Lanka and the KSA.

The delegation comprised eight Sri Lankan F&B processors and exporters who sought to establish business linkages, enrich the product mix in the Saudi market, and explore opportunities for collaboration and investment. The program featured matchmaking sessions/business-to-business (B2B) meetings facilitated by the Sri Lankan Embassy in Riyadh with the Federation of Saudi Chambers, Riyadh Chamber of Commerce, and the Asharqia Chamber in Dammam. Additionally, factory visits, study tours at hypermarkets, and knowledge-sharing events were organised.

The product sectors promoted during this program included canned and processed foods, dehydrated fruits and vegetables, coconut kernel products, value-added spices, king coconut water, sugar-free fruit juices and beverages, mushroom-based products, coffee, etc.

A pivotal discussion, along with B2B meetings hosted by the Federation of Saudi Chambers, successfully connected Sri Lankan exporters with Saudi buyers, marking a significant step forward for both nations. The delegation achieved notable outcomes, including the establishment of new business partnerships, the introduction of fresh products and brands, and a deeper understanding of Saudi Arabian market dynamics, paving the way for increased exports and sustainable business growth.

Field visits to renowned retail outlets such as Tamimi Market, Lulu Hypermarket, and Almarai provided Sri Lankan exporters with first-hand insights into market trends and consumer preferences.

The Tamimi Market visit highlighted opportunities to showcase Sri Lankan products through a proposed “Sri Lankan Corner,” designed to promote these products to a broader Saudi audience. At Lulu Hypermarket, participants explored advanced technologies and identified new business opportunities, addressing longstanding bottlenecks faced by Sri Lankan exporters in accessing this key market. The visit to Almarai, one of Saudi Arabia’s leading F&B companies, opened avenues for in-depth discussions and potential long-term projects, fostering robust and sustainable collaborations between the two countries.

This delegation marks a significant milestone in enhancing Sri Lanka’s trade footprint in Saudi Arabia, providing a platform for innovation and market expansion for Sri Lankan exporters.