European canned peaches were formally introduced to the Egyptian market during a business-to-business industry event in Cairo on Tuesday, bringing together representatives from the hospitality sector, food importers, and distributors. The event was organised as part of the PeachTheGreatMENA promotional campaign, an initiative co-financed by the European Union under the AGRIP SIMPLE 2024 programme.
European canned peaches were formally introduced to the Egyptian market at a business-to-business industry event in Cairo on Tuesday, gathering representatives from the hospitality sector, food importers, and distributors. The event formed part of the PeachTheGreatMENA promotional campaign, co-financed by the European Union through the AGRIP SIMPLE 2024 programme, aiming to boost awareness of European processed peaches and expand their footprint across the Middle East and North Africa.
Discussions centred on European production standards for canned peaches, emphasising food safety regulations, quality control systems, and complete supply chain traceability. Speakers noted how these align with global food safety standards and meet regional market needs.
The programme highlighted the culinary flexibility of processed peaches, particularly in the HORECA sector, with ideas for presentations and recipes integrating canned peaches into traditional and modern dishes. Registered nutritionist Nashwa Talaat spoke to attendees about the nutritional benefits of canned peaches, alongside safety protocols in European farming and food processing, including preservation techniques, nutrient preservation, and adherence to EU regulations.
Organisers described the Cairo event as integral to a broader regional strategy under PeachTheGreatMENA, targeting Egypt, Saudi Arabia, and the United Arab Emirates. The campaign connects European producers with local food industry players via tailored market activities, events, and informational sessions. Additional regional initiatives are slated to continue promoting knowledge sharing on European agricultural goods.
