INFORMATION AND COMMUNICATION PROGRAMME PROMOTING EU CREAM IN THE MIDDLE EAST (SAUDI ARABIA & UNITED ARAB EMIRATES) 2026-2028

In an unstable geopolitical context and an uncertain commercial environment, the EU must maintain its position and consolidate trade relations with stable partners. European agricultural products, including cream, need to raise their profile, particularly in high-potential third countries such as Saudi Arabia and the United Arab Emirates, where interest in Western gastronomy is growing. Despite the recognised quality of European cream, chefs, retailers, influencers, journalists and local consumers are still struggling to integrate it into their habits. This action aims to respond to this challenge by enhancing the appeal and reputation of European cream in these two strategic markets.
The main BtoB activities foreseen in this 3-year action include: influence strategy, professional training, communication tools, BtoB events, press trips.
The objective is to (re)discover European cream as a premium product, adaptable to local cultures and rooted in European agricultural and gastronomic excellence.
Ultimately, the aim is to increase European market share by two percent over the next three years, while supporting the resilience of the European dairy sector.