NZTE’s Expo Business Leverage Programme in review

Running throughout Expo 2020 Dubai, NZTE's Expo Business Leverage Programme supported a diverse group of New Zealand exporters looking to explore and accelerate their growth in the Middle East.

This extensive market validation programme featured 24 trade events over the six months of Expo 2020, from October 2021 to March 2022.

Over 200 New Zealand businesses participated virtually or in person, with 70 taking part on the ground across the United Arab Emirates (UAE) and Saudi Arabia.

Check out our recap here, including insights and research for New Zealand exporters from across the programme.

Visit myNZTE for our latest resources on the Middle East and other export markets.

Discover Middle East was a market validation programme focussed on the agritech, healthcare and fast-moving consumer goods (FMCG) sectors. It was designed to help exporters new to the Middle East learn about opportunities available in the UAE and Saudi Arabia.

Participants undertook a virtual learning programme and in-market trips to the UAE, Saudi Arabia or both.

Discover Middle East: An Introduction to the GCC and its culture (PDF)

Discover Middle East: The UAE and Saudi Arabia (PDF)

This Discover programme allowed New Zealand agritech companies and research institutes to hear from agritech experts in the UAE and learn more about the challenges of farming in the country's harsh desert climate – and the innovations being deployed in response.

Highlights: Agritech opportunities in the United Arab Emirates (PDF)

Full report: Agritech opportunities in the UAE (PDF)

This Discover programme supported New Zealand healthcare companies to learn about opportunities and future investment in healthcare in the UAE and Saudi Arabia, and explore how to successfully launch their healthcare products in the region.

Highlights: Healthcare in the UAE (PDF)

Highlights: Healthcare in Saudi Arabia (PDF)

Full report: Healthcare in the UAE and Saudi Arabia (PDF)

This Discover programme allowed New Zealand exporters of fast-moving consumer goods (FMCG), including food and beverage, to understand the dynamic UAE and Saudi FMCG markets and the opportunities they present.

The programme included pitch trainings, workshops, visits to large retailers and distributors and the opportunity to pitch their products to a selection of buyers.

Highlights: Fast-moving consumer goods in Saudi Arabia (PDF)

Highlights: Fast-moving consumer goods in the UAE (PDF)

The Accelerate Expo 2020 programme featured high-level networking events for senior representatives from New Zealand companies, granting them access to regional and global sector specialists as well as the chance to establish connections with local and international companies.

Sustainability and fintech were the programme's key focus areas, as opportunities across these industries in the UAE and Saudi Arabia continue to multiply.

With the Gulf starting to move towards net-zero emissions and a clean energy economy, the UAE is becoming a hub for cleantech. New Zealand companies are well-placed to contribute to this transformation with their expertise and knowledge-sharing.

Read in myNZTE: The UAE is looking for cleantech to support its energy transition

Fintech is one of the most exciting industries in the world and the UAE is becoming a global hub for the sector. As the country spearheads fintech activity across the region, opportunities for New Zealand exporters are growing.

Full report: opportunities for New Zealand fintech businesses in the UAE and GCC region (PDF)

The Food and Beverage Programme at Expo 2020 Dubai comprised a series of trade and consumer-facing events at the New Zealand pavilion at Expo, supporting F&B exporters to leverage commercial opportunities at a global event.

Programme activities included buyer matching, culinary showcases and retail activations, including the launch of the global food and beverage Made with Care campaign in the UAE. 

During the six months of Expo 2020 Dubai, the Made with Care campaign was rolled out in the UAE to grow awareness, preference and demand for New Zealand food and beverage.

Following the campaign, UAE consumers surveyed by research firm Kantar in March 2022 were almost 20% more likely to consider purchasing New Zealand products.

Almost eight out of ten consumers surveyed (78%) also said they recognised New Zealand food and beverage as premium goods, compared to six out of ten in surveys before the campaign launched.

Pre-campaign report: What makes UAE food and beverage consumers tick? (PDF)

Post-campaign report: What makes UAE food and beverage consumers tick? (PDF)