SEDA Leads 35 Saudi Firms at Food Africa in Cairo

The Saudi Export Development Authority (SEDA) is participating in the ninth edition of Food Africa, the international trade exhibition for food and beverage, held in Cairo from December 3 to 5, 2024, leading a delegation of 35 Saudi national companies under its umbrella. The exhibition brings together more than 1,000 companies from 39 countries, over 500 international investors, and numerous international development organizations, according to the Saudi Press Agency (SPA). SEDA Chief Executive Officer Abdulrahman Althukair visited the exhibition on its first day, underscoring the Kingdom’s commitment to expanding the global footprint of Saudi products and strengthening trade ties across the African continent.

Why does Saudi Arabia’s presence at a major African food exhibition matter to global markets? Because it signals the Kingdom’s determination to diversify its export base beyond hydrocarbons and to position Saudi food and beverage producers as competitive players in one of the world’s fastest-growing consumer regions. The participation reflects a broader strategic push under Saudi Vision 2030 to raise the share of non-oil exports in the national economy, open new commercial corridors, and showcase the quality and reliability of Saudi-made goods to international buyers and investors.

Context and Background

What is Food Africa, and why has it become a key platform for Saudi exporters? Food Africa is one of the largest international trade exhibitions for food and beverage on the African continent, held annually in Cairo and attracting exhibitors, buyers, and investors from across Africa, the Middle East, Europe, and Asia. The ninth edition, running from December 3 to 5, 2024, features more than 1,000 companies from 39 countries, over 500 international investors, and a wide range of international development organizations. For Saudi Arabia, the event offers a concentrated opportunity to connect directly with African importers, distributors, and retail chains at a time when African demand for food products is rising steadily.

The Saudi Export Development Authority, known as SEDA, is the government body mandated to develop Saudi non-oil exports and enhance their competitiveness in international markets. Under its umbrella, 35 Saudi national companies are participating in this year’s Food Africa exhibition, presenting products that range from processed foods and beverages to agricultural goods and dates. SEDA’s presence is not limited to organizing the pavilion; it also involves identifying market opportunities, facilitating business-to-business meetings, and providing exporters with the market intelligence they need to enter or expand in African markets. This approach mirrors SEDA’s wider mandate of building a diversified and resilient export economy.

How has Saudi Arabia’s export strategy evolved in recent years? The Kingdom has moved from a predominantly oil-based export model toward a more diversified structure in which food, manufactured goods, and services play an increasing role. Vision 2030 set explicit targets for boosting non-oil exports, and SEDA has been central to that effort by supporting Saudi companies at international exhibitions, offering export financing and insurance solutions through partner institutions, and helping firms meet international quality and safety standards. Food Africa is therefore part of a sustained campaign rather than a one-off appearance, and it fits into a calendar of global trade events where Saudi exporters are steadily building their presence.

Key Details

What exactly does the Saudi participation include? SEDA is leading a national pavilion that hosts 35 Saudi companies, giving them a shared platform to display products, negotiate with buyers, and study African market dynamics. SEDA CEO Abdulrahman Althukair visited the exhibition on the first day, meeting with exhibitors and reviewing the Saudi companies’ displays. The authority’s stated objectives are to promote Saudi products, demonstrate their competitiveness at the global level, and highlight the opportunities available in African markets. The Saudi pavilion thus functions as both a commercial showcase and a listening post for understanding African consumer preferences, regulatory requirements, and distribution networks.

Three specialized exhibitions are featured during the event: the fifth edition of pacprocess MEA, which focuses on packaging and processing technology; the Fresh Africa exhibition of agricultural products; and the Dates Africa exhibition, which promotes the date sector. These parallel tracks are particularly relevant to Saudi Arabia, whose date industry is a traditional strength with growing export potential. By participating in Dates Africa, Saudi producers can engage directly with African buyers and investors interested in dates and date-derived products, a category where the Kingdom enjoys strong heritage, quality, and scale advantages.

How significant is the scale of the event for Saudi exporters? With more than 1,000 companies from 39 countries and over 500 international investors in attendance, Food Africa concentrates a large share of the region’s food trade decision-makers in one place. The exhibition also features 15 international pavilions and 25 discussion sessions on the future of the food industry, covering topics such as food security, supply chains, technology, and sustainability. For Saudi companies, this density of buyers and partners reduces the cost and time required to establish commercial relationships, and it allows smaller exporters to test African market interest without committing to extensive independent market-entry programs.

International and Regional Impact

Why does Saudi Arabia’s engagement with Africa carry broader geopolitical weight? Africa is home to some of the world’s fastest-growing populations and economies, and its demand for food, beverages, and agricultural inputs is expanding accordingly. By building commercial ties through exhibitions such as Food Africa, Saudi Arabia strengthens economic diplomacy and people-to-people business links across the continent. This complements the Kingdom’s wider foreign policy of regional cooperation, investment, and development partnership. Saudi participation also reinforces the message that the Kingdom is a reliable supplier and a long-term partner in food security, an issue of shared concern for African and Middle Eastern states alike.

What does the Saudi presence mean for Egypt and the wider region? Egypt hosts Food Africa and serves as a gateway to African markets, and Saudi participation adds commercial substance to the longstanding relationship between the two countries. Egyptian importers, distributors, and retailers gain access to Saudi food and beverage products, while Saudi exporters gain a well-connected entry point into African supply chains. The presence of international development organizations at the exhibition also opens the door to triangular cooperation, in which Saudi companies, African buyers, and development institutions can collaborate on improving food processing, packaging, and distribution capacity in the region.

Economic and Strategic Significance

How does participation in Food Africa translate into economic value for Saudi Arabia? Trade exhibitions are a proven mechanism for generating export leads, and SEDA’s structured approach, which includes pre-arranged meetings and follow-up support, is designed to convert contacts into contracts. For the 35 Saudi companies present, the exhibition offers exposure to buyers they might not otherwise reach, feedback on product packaging and pricing, and intelligence on competitors from other countries. Over time, this can lead to repeat orders, distribution agreements, and joint ventures that raise the volume and value of Saudi non-oil exports to Africa.

What strategic priorities does this serve? The Kingdom’s economic diversification agenda depends on expanding non-oil exports and reducing reliance on a single revenue stream. Food and agricultural products are a natural area of strength, given Saudi Arabia’s date sector, its growing food manufacturing base, and its investments in logistics and cold-chain infrastructure. By targeting African markets, Saudi exporters can tap into demand for high-quality, halal-certified products that align with local consumer preferences. SEDA’s role in organizing and supporting these efforts reflects a deliberate strategy of using trade promotion as an instrument of economic transformation.

Vision 2030 Alignment

How does SEDA’s participation in Food Africa connect to Saudi Vision 2030? One of the central goals of Vision 2030 is to diversify the national economy and increase the contribution of non-oil exports to gross domestic product. SEDA was established to advance that goal by developing Saudi exports and enhancing their global competitiveness. Leading 35 companies to a major African trade exhibition is a concrete expression of this mandate, turning policy objectives into commercial activity. It also supports the Vision’s emphasis on building international partnerships and positioning the Kingdom as a pivotal player in global trade and investment flows.

What does the future hold for Saudi food exports to Africa? The trajectory points toward deeper engagement, with SEDA expected to continue supporting Saudi companies at regional and international exhibitions, expanding the range of products offered, and building lasting relationships with African buyers and investors. The ninth edition of Food Africa is one step in a longer journey that aligns with the Kingdom’s vision of a diversified, resilient, and globally integrated economy. As Saudi exporters demonstrate their competitiveness in Cairo, they contribute to a broader national story of modernization, openness, and economic strength that Vision 2030 seeks to write for the decades ahead.

20 Questions

Q1. What is Food Africa?

A1. Food Africa is an international trade exhibition for food and beverage held in Cairo. Its ninth edition takes place from December 3 to 5, 2024, gathering more than 1,000 companies from 39 countries, over 500 international investors, and many international development organizations.

Q2. Who is participating from Saudi Arabia?

A2. The Saudi Export Development Authority (SEDA) is leading a delegation of 35 Saudi national companies under its umbrella, showcasing Saudi food and beverage products and promoting their competitiveness in African markets.

Q3. Who visited the exhibition on behalf of SEDA?

A3. SEDA Chief Executive Officer Abdulrahman Althukair visited the exhibition on the first day, meeting with exhibitors and reviewing the Saudi companies’ participation.

Q4. What are SEDA’s main objectives at Food Africa?

A4. SEDA aims to promote Saudi products, demonstrate their global competitiveness, and highlight the opportunities available in African markets for Saudi exporters.

Q5. How many companies are taking part in Food Africa overall?

A5. More than 1,000 companies from 39 countries are participating, along with over 500 international investors and numerous international development organizations.

Q6. What specialized exhibitions are featured alongside Food Africa?

A6. Three exhibitions are featured: the fifth edition of pacprocess MEA, the Fresh Africa exhibition of agricultural products, and the Dates Africa exhibition, which promotes the date sector.

Q7. Why are dates highlighted at the exhibition?

A7. Dates Africa promotes the date sector, an area of traditional strength for Saudi Arabia with growing export potential. Saudi producers can engage directly with African buyers and investors interested in dates and date-derived products.

Q8. How many international pavilions are at Food Africa?

A8. The exhibition features 15 international pavilions, providing a concentrated platform for exhibitors from many countries to present their products and services.

Q9. What topics do the discussion sessions cover?

A9. The 25 discussion sessions cover the future of the food industry, including food security, supply chains, technology, and sustainability, offering insights relevant to exporters and investors.

Q10. Why is Africa important for Saudi exports?

A10. Africa has some of the world’s fastest-growing populations and economies, and its demand for food and beverages is expanding. This makes it a key market for Saudi non-oil exports.

Q11. How does this participation support Vision 2030?

A11. Vision 2030 aims to diversify the economy and increase non-oil exports. SEDA’s participation advances this goal by connecting Saudi companies with international buyers and promoting Saudi products globally.

Q12. What role does SEDA play in supporting exporters?

A12. SEDA develops Saudi non-oil exports by organizing participation in international exhibitions, facilitating business meetings, and providing market intelligence to help companies enter and expand in foreign markets.

Q13. What kinds of Saudi products are showcased?

A13. Saudi companies are presenting a range of food and beverage products, including processed foods, agricultural goods, and dates, reflecting the diversity of the Kingdom’s growing food manufacturing sector.

Q14. How does Food Africa benefit Saudi companies?

A14. It offers direct access to African buyers, distributors, and investors, reducing the time and cost of establishing commercial relationships and providing feedback on product packaging, pricing, and competitiveness.

Q15. What is the significance of Egypt as the host country?

A15. Egypt serves as a gateway to African markets, and Saudi participation strengthens commercial ties between the two countries while giving Saudi exporters a well-connected entry point into African supply chains.

Q16. What is pacprocess MEA?

A16. pacprocess MEA is a specialized exhibition focused on packaging and processing technology, featured in its fifth edition alongside Food Africa, and relevant to food manufacturers seeking modern production solutions.

Q17. What is Fresh Africa?

A17. Fresh Africa is an exhibition of agricultural products held alongside Food Africa, providing a platform for producers and buyers of fresh produce to connect and explore trade opportunities.

Q18. How many discussion sessions are planned?

A18. There are 25 discussion sessions on the future of the food industry, covering key trends and challenges that shape global and regional food trade.

Q19. What does SEDA hope to achieve in the long term?

A19. SEDA seeks to expand Saudi non-oil exports, build lasting trade relationships in Africa, and position Saudi products as competitive and reliable in global markets, in line with Vision 2030.

Q20. What is the broader message of Saudi participation?

A20. The participation demonstrates Saudi Arabia’s commitment to economic diversification, international trade cooperation, and its role as a reliable partner in global food security and development.

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