CITEM backs PH food exporters in Middle East market push

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Philippine food exporters are aiming to boost their private label competitiveness globally as they join the Center for International Trade Expositions and Missions (CITEM) for the Market Sensing Mission at Private Label Middle East 2025 in Dubai on Sept. 15–17.

CITEM Executive Director Leah Pulido Ocampo said the initiative supports the agency’s inclusive development agenda by helping local stakeholders adapt to global standards to enhance competitiveness and growth.

“This is the first time CITEM is taking concrete steps to establish a strong presence in global private label food exhibitions,” Ocampo said.

The global private label market continues to expand, driven by consumer demand for value, brand trust, fast-trending products, and loyalty.

Ocampo emphasized the need for Filipino SMEs to shift perspectives and view themselves not just as producers but as innovation partners in the global value chain.

The trade mission is made possible through close coordination between CITEM and the Department of Trade and Industry’s Philippine Trade and Investment Center in Dubai (PTIC-Dubai).

Participating Philippine companies include Brand Exports Philippines Inc., Market Reach International Resources, One Vizcaya Export Corp., Organique Inc., Sabroso Chocolate Manufacturing, and See’s International Food Manufacturing Corp.

Their offerings span gourmet ingredients, wellness drinks, ready-to-eat snacks, and dry goods.

Focusing on the Middle East and North Africa (MENA), CITEM aims to tap into the growing private label market in the region’s food and beverage sector.

The Gulf Cooperation Council (GCC), comprising Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE, posted a food retail market value of USD 6.5 billion in 2023.

Forecasts predict GCC food retail sales will hit USD 216 billion by 2026.

In the UAE, which accounts for one-third of the GCC market, retail giants such as Carrefour, Lulu, and Spinneys continue to expand private label brands to serve a diverse population, with expatriates making up more than 80% of residents.

Combined Philippine exports to the UAE and Saudi Arabia exceeded USD 100 million in 2023.

The Middle East was also the leading buyer group at the 2025 edition of IFEX Philippines.

A key component of IFEX Philippines, the Grocer’s Exchange Mart (G-Mart), facilitates business matching for Philippine MSMEs offering private labeling, toll manufacturing, and product customization.

CITEM hopes to sustain this momentum through strategic exposure and deal-making opportunities at PLME 2025 for select Philippine food manufacturers.

The FOODPhilippines pavilion will house these exhibitors, boosting their global exposure and access to new buyers.

Their products will also be available year-round via IFEXConnect.com, CITEM’s digital sourcing platform for Philippine export products.

Buyers can sample these products at the next IFEX Philippines on May 21–23, 2026, at the World Trade Center Metro Manila in Pasay City.