Riyadh Saudi Arabia| December 18th, 2025. European canned peaches took center stage at this year’s Saudi Horeca 2025 exhibition in Riyadh, as part of the European Union’s promotional campaign, “PeachTheGreatMENA.” The initiative, co-financed by the EU under the AGRIP SIMPLE 2024 program, aims to boost awareness and demand for European processed peaches in Middle East and North Africa markets.

Presented at Booth #G436 Hall 4, the showcase highlighted canned peaches from Northern Greece, celebrated for their naturally sweet flavor, juicy texture, and versatility in modern cuisine. Visitors, including food professionals, distributors, and Media, sampled the product and explored its use in both gourmet and everyday culinary applications.

The campaign targets the Egyptian, Saudi Arabian, and UAE markets, underscoring the EU’s emphasis on food safety, authenticity, and premium quality. Through trade shows, B2B engagements, and digital outreach, “PeachTheGreatMENA” supports export growth for European producers while introducing Middle East consumers to the high standards of EU agriculture.

Show Highlights Included:

• Product tastings and culinary demonstrations
• Meetings with food industry professionals
• Insights into EU agricultural standards and sustainability practices

“PeachTheGreatMENA” reflects the EU’s broader strategy to promote its agricultural excellence globally and to meet growing international demand for traceable, high-quality EU food products.

For more information, please visit: https://peachthegreat-mena.eu/

Follow the Campaign:
Facebook: Peach the Great
Instagram: @peachthegreat.mena
YouTube: @peachthegreatmena