Middle East and North Africa: Routes to market

Routes to market in the Middle East and North Africa (MENA) are shaped by halal assurance, channel fit and disciplined execution rather than single, big launches. The guidance below frames how to build distribution with partners and formats that buyers already trust.

• Premium niche first: Launch heritage cheeses and artisanal butter/cream in modern retail where partners already move chilled dairy
• Label readiness: In the United Arab Emirates (UAE), prepare for Nutri-Mark nutrition labelling so packs are ready ahead of orders
• Approvals in Saudi Arabia: Coordinate exporter registration steps and timelines with your in-market partner under the Saudi Food and Drug Authority
• Short-shelf-life markets: Qatar and Oman often run short-shelf-life policies; therefore, service via Dubai hubs and keep launches tight
• Activation expectations: Where requested, discuss the role of consumer tastings in supporting first ranging (initial decision making process used by retailers to determine the type and amount of products to stock), recognising the need for in-market coordination and resource

• Channel fit first: Gulf = premium cuts into foodservice. North Africa = small, event-led windows around Ramadan and other religious festivals
• Halal that travels: Use UK halal certifiers recognised by the relevant authority in-market and align operational details (including stunning rules and documentation)
• Format and logistics matter: Portion precision and vacuum or portioned formats can support Gulf foodservice and chef-led channels. Across all markets for high-value cuts, chilled shelf life remains a key factor in determining routing and delivery cadence
• Reliability and service beats price: Importers prioritise consistent supply, clean paperwork and punctual arrivals over marginal price gaps
• Go via trusted partners: Established importers/agents smooth customs, certification checks and buyer introductions

AHDB’s in-market insight across the Middle East and North Africa highlights clear differences in routes to market by sub-region.

In the Gulf states (Saudi Arabia, the UAE, Kuwait and Qatar), premium lamb and beef move mainly through foodservice, hotels, resorts and high-end restaurants. Chefs prioritise repeatable specifications and precise portioning delivered reliably, while distributors look for tidy documentation and dependable replenishment before expanding distribution.

In North Africa (notably Morocco, Algeria and Tunisia), domestic production meets most demand for much of the year, meaning realistic import opportunities tend to be limited to short windows linked to Ramadan and Eid. Buyer universes are relatively small and price sensitivity is high, so pre-agreed specifications and carefully timed availability are essential.

“Think channel-first. In the Gulf, premium product moves through foodservice and chefs buy on portion precision. In North Africa, you plan for short import windows around Ramadan and Eid with a tight buyer list. Anchor each move through a trusted importer already serving those accounts.”

– Dorit Cohen, AHDB International Trade Development Manager

Treat halal as a gateway to market access rather than a late-stage badge. Match certification body by body (for example, ensuring the certifier is accepted by the relevant national authorities, such as the Saudi Food and Drug Authority or the Gulf Accreditation Centre, where applicable), and align operational details, such as stunning rules, before quoting or booking production. Documentation that buyers recognise and can verify on arrival is central to repeat orders.

“Buyers check three things first. A halal certificate from a body their authority recognises, clear slaughter date/batch details, and temperature records at intake. If those are clean, the rest of the process moves.”

– Tanveer Parkar, AHDB Senior Market Access Manager

AHDB’s insight across the Middle East and North Africa suggests that effective differentiation is highly channel-specific. Baseline claims around traceability and animal welfare are expected. They do not, by themselves, open doors.

What moves product is fit-for-purpose format and story, including menu-ready, portion-controlled cuts for Gulf kitchens.

Breed or origin narratives help a distributor sell through once service is trusted (specification, paperwork and timing).

New suppliers are tested on continuity first. Importers will assess several cycles of supply, document quality and temperature control before committing to broader ranging products.

In modern Gulf retail, partners may ask for on-the-ground activation, such as tastings or simple demos, to support first listings.

Seasonal gaps or missed deadlines erode credibility quickly, so build buffers into production and shipping around peak periods.

“A small price gap can be explained. A missed arrival can’t. One late delivery means they have to re-plan menus and promotions, and the slot goes to the supplier who hits the date.”

– Adil Khan, AHDB Vice President Market Development (Dairy) – Middle East

The UK’s natural position in the Gulf Cooperation Council (GCC) is within the premium retail and foodservice niche, particularly for heritage cheeses and artisanal butter and cream, while locally produced and regional brands typically dominate everyday staple dairy.

In the UAE, exporters should prepare for Nutri-Mark front-of-pack nutrition labelling, which is in the final World Trade Organization (WTO) approval stage, ensuring packaging and artwork are compliant ahead of commercial orders and product registration.

AHDB’s in-market insight indicates that regulatory onboarding remains a critical early step for access to Saudi Arabia. In Saudi Arabia, exporter registration with the Saudi Food and Drug Authority (SFDA) is resuming. This process involves the formal approval of exporters and products for entry into the Saudi market, and must be completed before commercial shipments can proceed.

In practice, exporters must work closely with their appointed import partner to correctly sequence company registration, factory approval, product registration, label approval and anticipated review timelines. The importer typically manages interactions with SFDA and controls the critical path to market entry.

Qatar and Oman are smaller markets with short-shelf-life policies, often serviced via Dubai hubs, so launches should be tightly controlled and placed with partners already moving chilled dairy.

Foodservice demand exists, particularly for bulk and foodservice-format cheese supplying the UAE’s hotel, restaurant and catering sector. However, price sensitivity is higher than in retail, so the strongest positioning for UK products is in premium retail, often supported by targeted in-store tastings.

Maintain halal compliance through a UK body accepted by the relevant GCC authority, with claims and certificates kept current and consistent.

“For premium dairy, come with label readiness (including local rules), shelf life and routing that can be serviced through their cold-chain consolidation hub, and a simple tasting plan. Nail those and the conversation moves quickly.”

– Adil Khan, Vice President Market Development (Dairy) – Middle East

Summary of tips for exporting to MENA:

• Partner early with established importers/distributors already serving your target channel and share realistic demand plans
• Budget for activation where requested (tastings, chef trainings, simple in-store activity) to support first ranging
• Plan for local business norms. Allow for longer payment terms with larger retailers, align to the Sunday-Thursday (UAE Monday-Friday) working week, and expect day-to-day coordination over WhatsApp
• Win on execution. Predictable volumes, exact specs, clean documents, recognised halal and on-time arrivals are the differentiators that keep listings and open the next door

For tailored introductions and route planning by market, contact the AHDB export team for the Middle East and North Africa.