Manila: In an effort to strengthen the Philippines’ trade presence in the Middle East, a government-led business mission is touring Saudi Arabia, Jordan, Qatar and the UAE to explore new market opportunities for the country’s agricultural and non-food products.
Running from Feb. 7-21, the mission, which includes 26 major Philippine exporters, is organized by the Department of Trade and Industry and the Department of Agriculture.
The mission began with a visit to Doha, followed by Amman and Riyadh, and is now concluding its final leg in Dubai.
“The DTI and DA partnership seeks to enhance the global competitiveness of Philippine agribusiness by streamlining value chains, promoting value-added processing and ensuring compliance with international standards. This approach is designed to help exporters navigate regulatory requirements and overcome market entry challenges in the Middle East especially, in Saudi Arabia,” Raymond Balatbat, the Philippine ambassador to Riyadh, told Arab News.
“The mission aims to expand market access and promote Philippine agricultural and fisheries exports, as well as non-food products, particularly personal care products. Given the identified sectors, which have high export potential in the Middle East, the DTI partnered with the Philippine Embassies in Doha, Amman, Riyadh and the Philippine Consulate General in Dubai as well as local chambers of commerce in setting up the business matching activities. The exporters have scheduled meetings with potential local buyers and distributors in each country.”
In Saudi Arabia, the Philippine delegation engaged in multiple business matching missions, including meetings with the Riyadh Chamber of Commerce and retail giants such as Lulu, Manuel Supermarket and Abdullah Al-Othaim Markets.
The mission also made progress in Amman, leading to agreements with Jordanian distributors, especially in the sectors of food and agribusiness, including halal-certified products, processed food and beverages, personal care and cosmetics.
“The matching process was conducted through pre-arranged business-to-business meetings, supermarket scanning and sales calls,” said Angeli Payumo, consul and head of the political and economic section of the Philippine Embassy in Amman.
“On Feb. 10, the 21 representatives of the 12 Philippine exporters visited five of the leading supermarkets in Jordan to gain an in-depth understanding of the Jordanian market. On Feb. 11, a B2B matching event was held at the Amman Chamber of Commerce.”
During the Amman visit, the Philippine delegation held consultations with the Jordan Food and Drug Administration, and the Ministry of Agriculture on import regulations, halal certification and efforts to ease trade barriers.
In the UAE, the mission is focused on meetings in Dubai to explore partnerships in trade and distribution.
“Market scanning activities in Dubai have provided insights into consumer preferences and buying behavior, highlighting a strong demand for high-quality halal-certified food products, healthy and organic alternatives, and convenience-driven packaged goods,” the DTI’s Export Marketing Bureau said in a statement to Arab News.
“The preference for sustainable and ethically sourced products is also growing. These findings will guide Philippine exporters in refining their offerings and marketing strategies to better cater to Middle Eastern consumers.”
The delegation is also taking part in the 2025 edition of Gulfood — one of the Gulf region’s biggest food exhibitions, which takes place in Dubai from Feb. 17-21.
This year’s focus of Philippine exhibitors is on premium food products and brand recognition activities.
“From Gulfood 2025, we expect that we will be able to secure high-value trade deals, expand market access for Philippine exporters, and strengthen relationships with regional distributors and retailers,” the Export Marketing Bureau said.
“The event is expected to influence the future direction of Philippine exports by identifying emerging opportunities in the Middle Eastern market and encouraging more Philippine businesses to explore export ventures in the region.”
