Fairtrade NAPP (Network of Asia and Pacific Producers) is actively working to expand the footprint of Fairtrade products in the Global South. Our goal is to drive market growth and boost sales of Fairtrade-certified products from the Asia Pacific region. With strategic markets like Dubai and Singapore at the center of this ambition, Fairtrade NAPP continues to engage key industry stakeholders to unlock new opportunities.

As part of this initiative, Fairtrade NAPP participated in the Gulfood Trade Fair, held from 17th to 21st February at the Dubai World Trade Centre. Representing NAPP at this premier event were Samir Kapur, Commercial Lead, and Ranjith Kumar, Senior Manager - Business Development.

With the UAE as a priority market under NAPP’s S2S strategy, this event was pivotal in building connections with potential distributors and retailers who can help bring Fairtrade products to shelves across the region.

During the 05 days of the event, Fairtrade NAPP actively explored opportunities for a diverse range of Fairtrade products with potential partners- distributors, retailers, and key supply chain actors to explore market entry strategies and collaborations and to engage in meaningful discussions to assess their interest in Fairtrade-certified offerings. Following the event, a targeted market recce was conducted to deepen conversations with promising partners identified during the trade fair. This proactive approach resulted in the establishment of 21 potential business leads, which will now be carefully nurtured into long-term partnerships.

The visit extended beyond the expo to market reconnaissance and direct discussions with prospective partners, including building a valuable connection with the Dubai Multi Commodities Centre (DMCC), which offers an integrated ecosystem for coffee and tea trade — from customs clearance to storage, processing, and packaging. This collaboration could enable producers to test market blends in small volumes with minimal risk before scaling up.

Dubai is being strategically positioned as a springboard to access broader Middle Eastern markets, focusing on bulk B2B opportunities that promise significant benefits for producers. While the lack of Fairtrade awareness in the region poses a challenge, Fairtrade NAPP sees this as an opportunity to engage with civil society organizations, brands, and government bodies to build recognition and create demand. The next steps include diligent follow-ups with potential partners to convert initial interest into concrete business engagements, while simultaneously forging collaborations with NGOs, brands, and government bodies to boost market education and awareness about Fairtrade.

Recognizing the challenge of low market familiarity with Fairtrade, NAPP is committed to sustained engagement and collective efforts to build a robust and informed market presence in the region.

Producers who participated, at the event expressed optimism about the opportunities unlocked by this initiative, seeing it as the beginning of fruitful market access for Fairtrade products.

Producer Voices from the Fair:

"It was a worthwhile fair, with strong focus on products tailored for the UAE market. We hope this is just the beginning of a fruitful journey."
— 34356 Fair Farmers Association, Kaithal

"It was a great fair! We successfully connected with potential customers and will actively pursue these contacts to gain market access."
— 37256 Beijing Old Chestnut Juyuande Growers Cooperative

As we continue our journey to expand Fairtrade markets in the Global South, initiatives like these are crucial. With perseverance and collaboration, we aim to not only place our products on shelves but also into the hearts and homes of consumers across the Middle East and beyond.