CESA package eases UK exhibitors’ route to lucrative ME market

The Middle East continues to be a highly lucrative market, and it’s likely to get more important for UK foodservice equipment companies in the coming years. That’s why GulfHost is such a significant exhibition – it provides direct access to a wide cross section of customers and dealers in the region.

CESA is once again running the UK Pavilion at GulfHost 2020 and, as well as taking bookings for stands, the Association has prepared a support package that will help participating companies to get maximum benefit from taking part.

GulfHost 2020 is at the Dubai World Trade Centre, from 6 to 8 April. “The UK Pavilion is in the same position as 2018, which is excellent news at it was very popular with our exhibitors,” said Steve Goodliff, who is chair of the CESA Export Group. “GulfHost specialises in catering and serving equipment and tableware. This focus means visitors know exactly what they can expect, and previous shows have attracted over twenty thousand buyers.”

The CESA package includes stand construction with an enhanced shell scheme featuring an attractive design, lockable counter, carpeting, name board, lighting, power socket and table and chairs. CESA personnel will be on hand before and during the show, to help with any technical or other issues, and the Association will be running a dedicated communications campaign on behalf of UK exhibitors to attract visitors to the stands.

Steve Kirkby is sales director, UK and Middle East, for Tablecraft Ltd, who exhibited at last year’s GulfHost. He said, “The CESA package made it easy to attend. Everything flowed smoothly and was managed well.”

He continued, “We were breaking into the ME market at the time and the show put us in touch with people from all sectors of the catering market, at all levels. We were able to get first hand feedback on our distributors and our products, including their place in the market. GulfHost helped us develop our business in this region.”

The UK Pavilion is open to any foodservice equipment or tableware supplier involved in exporting from the UK, whose products or services originate substantially in the UK. CESA members and non-members are eligible to apply for the package. Members receive a discount on their booking.

“In the past CESA has managed to secure TAP (Tradeshow Access Programme) grants from the Department of International Trade, to help participating companies,” says Goodliff. “We will apply for these again in the new fiscal year – if successful the value is £2,500 per qualifying exhibiting company.”