Japan eyes larger slice of Middle East food market with strong presence at 'Gulfood 2010'

Japan Pavilion set to be a major highlight at the exhibition with 14 leading Japanese food companies showcasing a rich range of premium food products

Dubai, UAE - February 20, 2010:- The Japanese Ministry of Agriculture, Forestry and Fisheries is gearing up to showcase a wide range of food products and culinary innovations at 'Gulfood 2010', the region's largest exhibition for the food service and hospitality industry which takes place from February 21 to 24, 2010 at the Dubai International Convention and Exhibition Center.

The Japan Pavilion at 'Gulfood 2010' promises to be a rich showcase of contemporary Japanese cuisine and authentic agricultural and marine products from Japan, and will feature 14 leading Japanese food companies unveiling an extensive range of local food products sourced from various regions of the country.

This is the fourth successive year that Japan is participating at the 'Gulfood' exhibition.

"With 14 leading food companies serving up the very best in Japanese cuisine, the Japan Pavilion at 'Gulfood' is sure to offer a veritable treat for food lovers in Dubai and the UAE," said Mr. Hiroshi Inoue of Kintetsu World Express, who are organizing the Japan Pavilion on behalf of the Ministry.

"From premium Wagyu beef and gourmet seafood to extra sweet fruits and nutrient-rich vegetables, the Japan Pavilion will feature a rich variety of healthy and high-quality Japanese food products - all of which are Halal-certified and are produced locally with made-in-Japan ingredients," Inoue added.

During the exhibition, celebrated Japanese chef Sadakazu China of Kisaku Restaurant at Al Khaleej Hotel in Dubai will hold culinary demos for food enthusiasts visiting the Japan Pavilion.

Japan's strong participation at 'Gulfood 2010' forms part of a major governmental initiative to promote Japanese food products in the Middle East, where several Japanese foods including 'sushi' have been enjoying increasing popularity owing to their nutritive value, exoticism and deliciousness.

"The Middle East is an important strategic market for Japanese foods," Inoue said. "By ensuring a strong presence at 'Gulfood', which is the top exhibition for the region's food industry, we seek to explore new market opportunities for Japanese food products in the Middle East and capitalize on the rising interest in Japanese foods."

Export of Japanese food products to the UAE - which has a long history of agri-food trade with Japan - has been growing rapidly in recent years. In 2009, the export of Japanese agricultural and marine products to UAE grew 129 per cent over the previous year to reach 4.1 billion Yen.

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. Moreover, Japanese dishes are prepared in a simple style to retain and enhance natural flavors. Because Japanese cuisine offers a nutritionally balanced diet that is rich in vegetable oils, protein and fiber but low in calories

and animal fats, it has gained global recognition for its healthfulness and nutritive value.

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