This week, Warnez is exhibiting at Gulfood 2025. From 17 to 21 February, this food trade fair is taking place at the Dubai World Trade Center. The Belgian potato packager is primarily showcasing its Pomfresh frozen range and has noticed significant interest in Belgian products. "The Belgian pavilion is very busy, and when I speak with other exhibitors, everyone is pleased with how the fair is going," says Kurt De Nys of Warnez.
Very busy
This is the first time the company has had its own stand at the fair. "Last year, we visited as a 'prospecting' trip to get a feel for the event and understand what type of visitors it attracts," he explains. "We quickly saw that a company like ours had a place here, so we decided to book a stand right away."
And they have no regrets. "It's an incredibly busy fair, with a lot of chaos in and around the exhibition halls. It's also highly international, with more than 5,000 exhibitors spread across 24 halls. We haven't even left our own stand yet, so we haven't had the chance to explore the other halls—but that's actually a good sign. We initially aimed for 75 leads, and by day three, we've already surpassed 100 contacts, so this is definitely a success that we can build on in the coming days. The days are quite long, though. Fortunately, the fair doesn't start until 10 a.m., which gives us time to catch up on emails beforehand."
Potential in frozen products
Kurt has no doubt that there is a strong demand for Belgian potato products in the Middle East. "The fair places a strong focus on product categories that align with local and regional tastes and culinary traditions, such as spices, olives, and dates. However, there are also dedicated sections and pavilions showcasing other types of products, including frozen foods—where we aim to highlight our range."
This is an area where Kurt sees significant potential. "The demand for frozen products in the United Arab Emirates is substantial and continues to grow," he explains. "This is evident from the presence of several leading food production companies specializing in frozen food production and distribution. In our niche, there is strong demand for 'A-B grade frozen French fries,' both under the Pomfresh brand and as private-label products. Our goal isn't to pursue massive volumes but rather to focus on continuity, quality, and flexibility. Our key customers in this market are restaurants and hotel chains."
The company fully expects to return next year. "This year was purely an introduction. Next year, we anticipate welcoming some of our existing customers and further expanding the brand. We also aim to gain even deeper insights into the market and potential customers, so I definitely expect us to be back," Kurt concludes.
For more information:
Kurt De Nys
Warnez
Marialoopsesteenweg 2L
B-8700 - Tielt - Belgium
+32 051 400812
info@warnezpotatoes.be
www.warnezpotatoes.be
www.pomfresh.be