The Saudi Food Show - The Kingdom’s Largest F&B Sourcing Event

What The Saudi Food Show - The Kingdom’s Largest F&B Sourcing Event does

The Saudi Food Show is Saudi Arabia's largest annual food and beverage sourcing trade exhibition, organized by International MICE Services Company (IMSC), a Riyadh-incorporated entity operating as a subsidiary of Dubai World Trade Centre LLC. The 2026 edition is scheduled for September 27-29, 2026 at Jeddah Superdome. The event functions as a dual-sided B2B marketplace connecting 1,000+ exhibitors from 95+ countries with regional buyers, retailers, distributors, and importers. It supports three primary customer groups: international F&B manufacturers and suppliers seeking market entry into the Kingdom, regional importers/distributors/retail chains seeking new products and verified suppliers, and a secondary audience of hospitality professionals and F&B startups. The platform is positioned explicitly around Saudi Vision 2030 and the Kingdom's stated $20bn food industry investment target by 2035.

The core product is the physical exhibition itself, structured around four integrated offerings: the main Saudifood Show exhibition, the co-located Saudifood Manufacturing show (introduced for 2026 to cover the production and ingredients layer), the Tawasul Meetings Programme (a structured B2B matchmaking platform facilitating 12,000+ pre-matched meetings), and the Saudifood Excellence Awards (an annual innovation-recognition program across 10 categories). Technology is minimal and operational rather than differentiating — limited to a digital matchmaking portal, an exhibitor portal for award submissions, and visitor registration — there is no proprietary AI, no mobile app, no API, and no SDK. Marketing and distribution are similarly conventional: event website, email, news/insights content hub, and a small network of travel and hospitality partners (Al Arabi Travel, Ithra Transportation).

The revenue model is event-driven and three-streamed. Revenue is generated from (1) exhibition stand and booth bookings sold to F&B manufacturers, suppliers, and brands; (2) visitor registration and ticketing at a 20% VAT-inclusive price (one-time, non-refundable, with substitutions permitted); and (3) tiered sponsorship packages including the Strategic Partner (MODON), Gold Sponsors (Durrah Sugar, First Mills), and travel/transport partners. The event draws participation from major regional and global F&B names including Almarai, Americana, NADEC, Tanmiah, BRF, Arla, Lactalis, and Minerva Foods. Organizational headcount disclosed is small (8 employees), reflecting IMSC's lean dedicated event team backed by parent DWTC's broader exhibition infrastructure.

Name

The Saudi Food Show - The Kingdom’s Largest F&B Sourcing Event

Legal name

International MICE Services Company

Website

https://thesaudifoodshow.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Saudi Food Show is Saudi Arabia's largest F&B sourcing trade exhibition, organized by International MICE Services Company, a Dubai World Trade Centre subsidiary. It connects 1,000+ exhibitors from 95+ countries with regional buyers, retailers, and distributors via exhibition booths, the Tawasul matchmaking platform, and the Saudifood Excellence Awards.

Ownership category

akta.pro rank

Product category

Trade Exhibition Services

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

Keywords

• Trade exhibition services
• B2B event management
• F&B sourcing platform
• Food industry matchmaking
• Exhibition booth sales

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Infrastructure, Personnel, Technology or R&D

Revenue model

1. Exhibition Stand Booking: Revenue generated from selling exhibition space and booth bookings to F&B companies, manufacturers, suppliers, and brands seeking to showcase products to buyers and distributors.
2. Visitor Registration and Ticketing: Revenue from trade visitor tickets for attending the exhibition, with pricing VAT-inclusive at 20%.
3. Sponsorship Packages: Tiered sponsorship offerings including Strategic Partner (MODON), Gold Sponsors (Durrah Sugar, First Mills), and potentially other sponsorship tiers for brand visibility.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Saudi Food Show is a B2B trade exhibition event held at Jeddah Superdome, bringing together 1,000+ F&B exhibitors from 95+ countries with buyers, retailers, and distributors across Saudi Arabia and the wider Middle East. The core revenue offering consists of exhibition stand/booth bookings, visitor registration/ticketing, and tiered sponsorship packages, with the 2026 edition co-located with Saudifood Manufacturing to span the full F&B value chain from ingredients and production to finished products and distribution.

Product overview

The Saudifood Show is a unified event platform serving as Saudi Arabia's largest F&B sourcing event. The core offering is The Saudifood Show 2026 exhibition at Jeddah Superdome, which is co-located with Saudifood Manufacturing to create a connected F&B ecosystem. The platform is supplemented by two service modules: the Tawasul Meetings Programme for structured business matchmaking with 12,000+ pre-matched meetings, and the Saudifood Excellence Awards 2026 celebrating F&B innovation across 10 categories.

Differentiator

Problem solved

Functional benefit

Brands

• Saudifood Excellence Awards: Annual awards program celebrating innovation in F&B, recognizing brands that embody excellence across 10 categories including Best Gourmet Product, Best Ready-to-Eat Product, Best Health & Wellness Product, Best Beverage Product, and more.
• Tawasul Meetings Programme

Products and services

• The Saudifood Show 2026 Saudi Arabia's largest F&B (Food & Beverage) sourcing trade exhibition held at Jeddah Superdome, connecting 1,000+ exhibitors from 95+ countries with regional buyers, retailers, and distributors. The 2026 edition moves to Jeddah and runs co-located with Saudifood Manufacturing, positioning itself as Saudi Arabia's gateway to global food innovation.
• Tawasul Meetings Programme A structured business matchmaking service (meaning 'Get Connected') that facilitates pre-scheduled B2B meetings between exhibitors and buyers, offering personalized networking with 12,000+ pre-matched meetings to accelerate deal-making at The Saudifood Show.
• Saudifood Excellence Awards 2026 An awards program celebrating innovation in the F&B industry across 10 categories, recognizing brands that embody excellence and showcase innovation in Saudi Arabia's evolving F&B landscape.
• Saudifood Manufacturing A co-located manufacturing-focused exhibition alongside The Saudifood Show, providing access to the full F&B value chain from production technologies and ingredients to finished products and market demand.

Quantifiable outcome

• 100K+ F&B products showcased from 95+ countries
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• MODON (Saudi Entertainment General Authority)flagshipStrategic or Co-development Partner · 1 January 2026MODON serves as the Strategic Partner for The Saudifood Show 2026. As Saudi Arabia's General Entertainment Authority, MODON supports major events aligned with Vision 2030's diversification goals and entertainment sector development. This partnership positions the show as a key F&B industry platform in the Kingdom's entertainment and business events ecosystem.
• Durrah SugarcoreGTM or Marketing PartnerGold Sponsor for The Saudifood Show 2026. Durrah Sugar is a prominent sugar refining company operating from Jeddah, contributing to the Saudi food industry's supply chain with sugar products for the regional market.
• First MillscoreGTM or Marketing PartnerGold Sponsor for The Saudifood Show 2026. First Mills is a flour milling company participating as a major sponsor, representing the ingredient/supply side of the F&B value chain.
• Al Arabi TravelminorGTM or Marketing PartnerPreferred Travel Partner for The Saudifood Show 2026. Al Arabi Travel is a Dubai-based travel agency with 30+ years of experience providing corporate and leisure travel solutions. They offer hotel booking assistance and travel arrangements for exhibitors and visitors.
• Ithra TransportationcoreGTM or Marketing PartnerOfficial Transportation Partner for The Saudifood Show 2026. Ithra Transportation offers premium mobility solutions including professional chauffeurs, self-drive rental cars, and luxury vehicles. They provide exclusive 10% discount on bookings for show attendees.
• Jeddah SuperdomeflagshipStrategic or Co-development PartnerVenue partner for The Saudifood Show 2026. Jeddah Superdome is a flagship event venue holding the Guinness World Record for the world's largest freestanding geodesic dome (210m diameter). Located on Madinah Road near King Abdulaziz International Airport with 5,000+ parking spaces.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Anuga (Koelnmesse): The world's largest food and beverage trade fair held biennially in Cologne, Germany. It serves a similar global F&B sourcing function with a much broader international exhibitor base and longer operating history, providing a benchmark for premium sponsorship pricing and scale.
• SIAL Paris: One of the world's largest food exhibitions held biennially in Paris, attracting exhibitors and buyers from across the global F&B value chain. Comparable in B2B trade show model, exhibitor matchmaking services, and awards programmes.
• Koelnmesse (Anuga FoodTec parent): A major global exhibition operator running multiple food and packaging trade fairs. Compares as an incumbent peer in the trade show organizing industry with diversified F&B event portfolio.

Direct peers

• Saudi HORECA: A Riyadh-based hospitality and foodservice trade exhibition serving hotels, restaurants, and catering buyers. Overlaps significantly with The Saudi Food Show's secondary foodservice segment.
• Foodex Saudi: A Saudi Arabia-based F&B trade exhibition also targeting the Kingdom's food industry. It directly competes with The Saudi Food Show for local exhibitor and visitor share in the same geographic market.
• Gulfood (Dubai World Trade Centre): Operated by the same parent (DWTC), Gulfood is the world's largest annual F&B trade show held in Dubai. It is the most directly comparable event in terms of target audience (F&B buyers and suppliers in MENA), business model (booth sales, sponsorship, matchmaking), and operational structure.
• Speciality Food Festival (DWTC): Another DWTC-operated F&B event focused on gourmet and specialty food, held in Dubai. It represents an internal portfolio peer targeting a similar exhibitor base with a more premium positioning.

Regional players

• FoodExpo Qazaqstan: A Central Asian F&B trade exhibition targeting regional sourcing and distribution. Comparable in B2B trade show model but operates in a different geographic corridor than Saudi Arabia.
• Yummex Middle East: A Dubai-based sweets and confectionery trade show operating under DWTC. Compares as a regional F&B exhibition peer with similar matchmaking infrastructure but narrower category focus.

Emerging players

• ProPak MENA: A regional processing and packaging trade exhibition that overlaps with The Saudi Food Show's manufacturing value chain. Partial overlap via Saudifood Manufacturing co-location.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/saudifoodshow

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Saudi Food Show - The Kingdom’s Largest F&B Sourcing Event