Organising B2B meetings with international buyers and suppliers for 14 UAE delegates at ANUGA 2023

Under the New Horizons initiative, the Dubai Chambers led a delegation of 14 companies from the Food and Beverage industry to the ANUGA trade show, taking place from 7-11 October 2023 in Cologne, Germany. Globally Cool supported Dubai Chambers with the export readiness selection process of the delegates participating in this mission. Also, we supported in longlisting and shortlisting of potential leads and scheduling B2B meetings between the delegates and potential international buyers and suppliers.

The project's core focus was to schedule B2B meetings between Dubai-based companies and international buyers at ANUGA 2023, aiming to broaden market reach and nurture international business collaborations. We assisted Dubai Chambers by scheduling meetings for the selected 14 participants. All of them complied with market requirements and buyer standards. The aim was to arrange a minimum of 4 meetings per company with potential buyers and suppliers from Europe, Africa, Asia, and the Middle East.


Spices, grains, nuts, pulses, coffee, honey, chips (various), dates, cooking oils, pasta, confectionary & sugar products, snacks (various), rice products, dairy, poultry, meat, sea food and gourmet products




EU (general), Germany, United Arab Emirates

Type of activity

  • Business Matching
  • Trade Fairs and Missions


  • Export readiness advisory: In the first phase, we co-created criteria with Dubai Chambers to select companies for the ANUGA mission, utilizing tailored export readiness assessment models for suppliers and buyers. This ensured alignment with their specific needs.
  • Company profiling and matchmaking: Through comprehensive research across our network and various databases and platforms, we identified potential partners for each of the selected UAE companies. We included potential partners, that met the precise criteria, ensuring alignment with the mission's objectives. The companies that were shortlisted, were directly contacted to schedule meetings.
  • Promotional B2B website: In support of Dubai Chambers' ANUGA mission, we developed a dedicated promotional website to boost company exposure and facilitate connections for mission participants. The website also allowed the visitor to schedule appointments with the companies during ANUGA.
  • Onsite trade-fair engagement: Our engagement continued during ANUGA, offering on-the-spot matchmaking, assistance with last-minute changes, and adaptations based on valuable feedback.


Some key results are:

  • We identified 280 potential B2B partners through offline and online sources, by considering specific criteria and product specifications for the 14 participating companies.
  • Several business deals were agreed during and after the show.
  • In alignment with GC’s commitment to enhancing company representation in the Dubai Chambers’ ANUGA mission, a dedicated promotional website was successfully developed. This dynamic online platform provided valuable exposure and facilitated connections for the companies involved in the mission.
  • From the longlist, a total of 134 meetings were scheduled for the 14 UAE companies (taking place at ANUGA) exceeding the initial target of 56 meeting.
  • High satisfaction rate among both the participants and Dubai Chambers.