22 COMPANIES PRESENTED THEIR AGRICULTURAL PRODUCTS AT FOOD AFRICA 2025 IN CAIRO

Russian exporters successfully completed their participation in the X International Food and Beverage Exhibition Food Africa 2025 in Cairo. As part of the collective Made in Russia stand organized by the Russian Export Center (REC, VEB.RF Group), 22 Russian companies showcased their products. The exhibition was attended by companies that presented a wide range of products, from confectionery and beverages to oils, dairy products, specialized additives, and packaging solutions. During the exhibition, exhibitors held more than 370 b2b meetings with potential partners from Africa and the Middle East. The potential of these negotiations is estimated at $30 million. Representatives of the Tavrida plant in Simferopol, who presented low-calorie lemonades and sweet drinks under the Fire Cola brand, praised the organization of Russian business participation in the exhibition: "This is our first time participating in an event of this scale. We are very pleased with the results, and we have already registered for several more exhibitions with the support of the Russian Export Center. We decided to participate through the Russian Export Center because they provide comprehensive assistance. The staff knows their job, answers all questions, and even helps with non-work-related matters. The entire process is well-organized and structured. The advantage is that when you trust the Russian Export Center, you know that any event will be successful for us as exporters, because most of the responsibility lies with the Russian Export Center." In turn, representatives of the large Russian holding United Confectioners, which exports products to more than 45 countries, noted the strategic importance of the collective stand: "We were impressed by the scale of the event, the high level of organization, and the number of visitors. It was a pleasure to meet our existing partners and find potential customers. There was interest in all our confectionery products. We reached agreements with potential customers from Africa and the Middle East. The exhibition was productive, and we made many new contacts. The scale of the Russian collective stand of the Russian Export Center is impressive, and our stand was located in a high-traffic area, which was very pleasant for us." The REC emphasizes that participation in such foreign events is crucial for Russian companies seeking to expand their export geography, especially to the dynamic MENA (Middle East and North Africa) markets. Benefits of participating in REC's collective booths: Direct contacts and sales: the opportunity to personally present products and secure contracts without intermediaries. Brand recognition: enhancing the image and trust of the Russian Made in Russia brand in the international arena. Analytics and trends: obtaining up-to-date information on market trends, innovations, and consumer demands in the food sector. Comfort and support: RCE takes on all organizational issues, including the coordination of exhibition space, a unified design project, and the construction and equipment of the stand. Service provision: providing professional translators, access to a comfortable business area, and organizing a rich business program (meetings with government officials and roundtables). This comprehensive approach allows Russian exporters to focus on negotiations and achieving specific commercial results. For those who want to learn about upcoming business events and government support opportunities, the Russian Export Center offers the Events service on the My Export platform. This section contains business exhibitions and business missions that are eligible for government support and take place in the EAEU countries, Asia, the Middle East, Africa, and Latin America. A convenient filter system allows you to quickly find a suitable event based on the country, industry, market, dates, or event name. The main page of the service displays events in chronological order, and you can immediately see the deadline for submitting applications. The card of each event contains all the information an exporter needs, such as the industry it is dedicated to, the purpose of the event, and the business program. The Russian Export Center (REC, VEB Group) is a state-owned institution that supports non-commodity non-energy exports. It provides both financial and non-financial assistance to companies from various industries at all stages of entering international markets, including as part of the International Cooperation and Export National Project. Most of the services offered by the REC Group are available online on the state-owned digital platform "My Export." The REC Group's Export School provides training on all aspects of export activities. The REC is also responsible for ensuring and implementing the Made in Russia program.