“Peach the Great MENA” Connects European Peach Expertise with Business Opportunities in Saudi Arabia

The European co-funded promotional campaign “Peach the Great MENA” successfully brought together representatives of the food business community in Jeddah for a dedicated B2B event focused on the opportunities surrounding European processed peaches and the Greek fruit-processing sector.

Held on Sunday, 27^th of September 2026, at the Sheraton Jeddah Hotel (Feast Restaurant), the event provided an important platform for dialogue between European peach industry representatives and potential business partners in Saudi Arabia and the wider Middle East and North Africa (MENA) region.

Organised as part of the EU co-funded promotional campaign “Peach the Great MENA” that promotes European processed peaches in Egypt, Saudi Arabia and the UAE, the event highlighted the combination of authentic peach flavour, high-quality processing and European production standards associated with peaches from Greece.

From EU orchards to MENA markets

The B2B gathering offered participants the opportunity to learn more about the Greek processed peach industry and discuss potential areas of cooperation, while also experiencing the promoted products through a tasting of dishes prepared with European peaches.

The highlight of the evening was an exclusive culinary experience curated by Chef Konstantinos (Kostas) Arampatzis – a Chef with extensive experience in professional hospitality and international culinary environments – who created a bespoke menu showcasing the versatility of European processed peaches in contemporary cuisine. Through a selection of sophisticated sweet and savory dishes, guests experienced the products beyond their traditional uses, while the tasting added a sensory dimension to the B2B meeting and demonstrated their quality, versatility and commercial potential to prospective buyers and business partners.

Building bridges through European quality

The event underlined the potential for stronger connections between Greek producers and distributors, importers, food service professionals, retailers and other stakeholders across the MENA region. A representative of Delcof (the Greek Cluster of the Fruit Processing Industry) was present to exchange views with local business professionals and explore opportunities for future commercial collaboration.

For the Greek fruit-processing sector, Saudi Arabia represents a significant market in which European quality, product consistency and versatility can respond to the needs of an increasingly sophisticated food and hospitality industry. The Jeddah event marked another step towards establishing stronger links between the Greek fruit-processing industry and MENA business communities.