Scottish food and drink brands launch retail promotion campaign in UAE


A new collaboration between Scottish Development International (SDI), Scotland Food & Drink and Spinneys will see products from 19 Scottish brands sold and promoted in the supermarket’s United Arab Emirates (UAE) stores for two weeks.

Between January 17 and 30, consumers in the Middle East will be able to purchase Walkers Shortbread, Nairn’s Oatcakes, Baxters Soup and Chutney and Barrs’ Irn Bru.

Ali S. Ali, Food and Beverage Specialist for SDI in the Middle East, said, “This exciting partnership with one of the largest retailers in the region will further showcase our food and beverage industry. beverages and will increase the international sales of the companies participating in this project.

“Covid-19 and other pressures have undoubtedly caused difficulties for Scottish food and drink exporters, however, the appetite for Scottish produce remains strong, particularly here in the Middle East.”

As part of the initiative, around 120 tasting sessions of Scottish produce will take place over the two weekends of the campaign.

Warwick Gird, Managing Director of Marketing at Spinneys Dubai, said: “We work hard to maintain the highest quality standards for our customers, and the products we source from Scotland are indicative of those standards.

The project is part of the Scotland Food & Drink Recovery Plan, a multi-partner initiative, funded by the Scottish Government, to support the sector with a smart recovery from the coronavirus crisis and Brexit.

James Withers, Managing Director of Scotland Food & Drink, added: “We are extremely ambitious to drive the growth of food and drink exports from Scotland.

“Our reputation is growing globally and projects like this – part of an ongoing three-year program of action – are designed to help reach this international audience looking for food and drink high-end and climate-friendly.”

The food and drink industry contributes around £15 billion each year to the Scottish economy, with over 17,000 businesses employing around 120,000 people.

Food and drink remains Scotland’s biggest international export sector, with the latest statistics from HM Revenue & Customs showing such exports amounted to £6.7billion in 2019.

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