Russian products Conquer Africa: Made in Russia Exhibition opened at Food Africa 2025, Cairo

The 10th International Food and Beverage Exhibition, Food Africa 2025, has opened in Cairo, Egypt, and will run until December 12. Food Africa has traditionally been one of the largest trade fairs for the food industry in Africa and the Middle East, bringing together industry professionals from around the world at the Egypt International Exhibition Center.

The exhibition features a Russian national stand under the Made in Russia brand. At a 371-square-meter stand organized by Russian Export Center (REC, VEB Group), 22 Russian companies will demonstrate their achievements and high-quality products. The exhibit brings together manufacturers from various sectors, from agribusiness and confectionery to beverages, oils, dairy products, and specialized additives and packaging solutions. During the exhibition, Russian exporters are expected to hold over 200 B2B meetings with potential partners from African and Middle Eastern countries.

The opening ceremony of the Russian stand was attended by Alexey Tevanyan, Russia's Trade Representative in Egypt, and Dmitry Dykan, representative of the Russian Ministry of Agriculture. Ruslan Arsamirzaev, representative of Russian Export Center in Egypt, moderated the ceremony.
"Participation of Russian manufacturers in major convention and exhibition events in the Arab Republic of Egypt directly impacts the sustainable growth of Russian exports," Alexey Tevanyan.

The business program includes not only negotiations with Russian companies but also useful consultation sessions and master classes. In particular, a pitch session from representatives of the Egyptian law firm Youssry Saleh & Partners is planned, which will help exporters understand the specifics of the local legal framework.

"Egypt is a key regional hub, a gateway to Africa and the Middle East, and Russia's most important historical partner in the MENA region. The wide range of Russian non-resource, non-energy export products that contribute to our growing trade turnover, as well as the large number of major Russian projects across a wide range of industries being implemented in Egypt, confirm Cairo's importance as a strategic partner for Russia," Ruslan Arsamirzaev.

Russian Export Center emphasizes that participation in such large-scale events is key for Russian companies seeking to expand their export geography, particularly to the dynamic MENA (Middle East and North Africa) markets.
One of the main advantages is the opportunity to personally present one’s products to interested buyers and establish direct contacts. Exhibitions attract industry professionals who come with specific goals to expand partnerships and sourcing.

In addition to direct sales, participation in the exhibition make it possible to:
· Increase brand awareness, which is critical for companies just entering a new market.
· Stay informed about market trends, innovations and consumer demands in the rapidly changing food and beverage sector.
· Gain a deeper understanding of the business culture of potential export destinations.

Russian Export Center handles a significant portion of the organizational matters, ensuring a comfortable environment for exporters. For selected companies, REC negotiates exhibition space, designs a project, contracts a stand and provides equipment. Participants are provided with professional interpreters and access to a comfortable business area for negotiations. Furthermore, a comprehensive business program is organized, including meetings and roundtables with representatives of executive authorities, industry associations, and unions on current issues of export organization in the target market.

For those interested in upcoming business events and government support measures, Russian Export Center (REC) offers Events service on My Export platform. It features business exhibitions and missions eligible for government support, taking place in the EAEU, Asia, the Middle East, Africa, and Latin America. A convenient filter system allows to quickly find a suitable event by country, industry, market, date, or event name. On the service's main page, events are displayed chronologically, with the application deadline. Each event card contains all the information an exporter needs, including the industries covered, the purpose of the event, and the business program.

Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial assistance at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by REC Group are available online on My Export digital platform. Businesses have access to training on all aspects of export activities through the REC Export School, part of the Group. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.