Farzana Raja
DUBAI: H.E. Hussain Muhammad, Consul General of Pakistan in Dubai, along with Mr. Ali Zeb Khan, Trade & Investment Counsellor, inaugurated the Pakistan Pavilion at ISM Middle East 2025, held from 15 to 17 September at the Dubai World Trade Centre.
Two firms are participating under the umbrella of the Trade Development Authority of Pakistan (TDAP), while 17 other Pakistani companies are showcasing their products independently. Exhibitors are presenting a wide range of premium confectionery, baked and frozen products, biscuits, cakes, chocolates, candies, chips, and snacks.
H.E. Hussain Muhammad emphasized that Pakistan’s participation in ISM Middle East reflects the country’s growing strength in the global confectionery and snack industry. “The presence of Pakistani firms at this premier platform highlights the quality, diversity, and competitiveness of our products and helps strengthen trade linkages with the UAE, the wider Middle East, and beyond. Such engagements will open new avenues for Pakistani exporters in international markets,” he said.
Mr. Ali Zeb highlighted that participation in the largest confectionery and snacks trade exhibition provides an ideal opportunity for Pakistani companies to access global markets and expand business collaborations.
This year’s exhibition has attracted more than 700 exhibitors from over 60 countries. The MENA region continues to record strong year-on-year growth in snack consumption, making it one of the fastest-growing markets for health-focused, eco-friendly, and culturally adapted snacking solutions.
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