DUBAI, UAE, November 2026 – The European co-funded promotional campaign “Peach the Great MENA” continued its activities in the United Arab Emirates with a dedicated B2B event held on Tuesday, 3 November 2026, at Taverna Restaurant, Waterfront at Souk Madinat Jumeirah in Dubai. The evening created a focused setting for business dialogue around European processed peaches from Greece and opportunities for commercial cooperation in the UAE market.
The event formed part of the EU co-funded promotional campaign “Peach the Great MENA”, which promotes European processed peaches from Greece in Egypt, Saudi Arabia and the UAE, highlighting their European premium origin and the campaign message: “Real Peach Flavor, Truly European Quality.”
At the center of the evening was the opportunity for participants to meet a representative of DELCOF S.A., the Greek Cluster of the Fruit Processing Industry, and engage in discussions on potential business collaborations. The B2B format provided a direct environment for exchanging perspectives, establishing contacts and exploring opportunities connected with the promotion and commercial development of EU processed peaches in the region.
A peach product experience beyond the business discussion
Alongside the professional networking element, guests were invited to experience the promoted products through dishes prepared with European processed peaches. The tasting brought the product itself into the conversation, allowing participants to experience its flavour and potential use in a culinary setting while engaging with representatives of the sector.
By combining product presentation with direct business interaction, the Dubai event reflected the wider objective of the campaign, to increase awareness of European processed peaches and create opportunities for stronger links between the Greek fruit-processing industry and professionals operating in key MENA markets.
The UAE is one of the three target markets of the campaign, alongside Egypt and Saudi Arabia, making Dubai an important destination for activities designed to introduce European processed peaches to business audiences and support dialogue around future commercial cooperation.
The event at Souk Madinat Jumeirah added another chapter to the campaign’s presence in the region, bringing together European product promotion, business networking and product tasting in one evening and reinforcing the visibility of processed peaches from Europe in the UAE.
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Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Research Executive Agency (REA). Neither the European Union nor the granting authority can be held responsible for them.
