RIYADH — Food companies from Japan were given the opportunity to showcase their products to Saudi organizations at the Japanese ambassador's residence on November 26. Several companies wishing to export Japanese noodles, soybeans, salad dressing and green tea, among others, were invited to the Food Promotion Fair, co-organized by the Japanese Embassy and JETRO (Japan External Trade Organization) in cooperation with Hokkaido Food Industry Promotion Organization. Japanese Ambassador Jiro Kodera opened the fair, which was attended by representatives from hotels, restaurants and food companies. The Japanese government and JETRO are keen to support Japanese food product exports, which are worth approximately $4.5 billion. The Japanese government aims to increase this figure to $10 billion by 2020. In February, JETRO will set up a Japan pavilion at a food and beverage trade fair in Dubai called Gulfood 2014, the largest in the region, to encourage business matching with potential food importers in the Middle East. JETRO is also planning to invite several Saudi food distributors to participate in the Foodex Japan Trade Show in March 2014 to help them source Japanese food products. — SG
