Revitalising Syria’s agro-food sector through export coaching and b2b matchmaking

Commissioned by UNIDO under the Pilot Project for Revitalizing the Syrian Agro-Food Sector (RAISE), this project aimed to strengthen export readiness and international market access for Syrian agro-food SMEs operating in processed fruits and vegetables, dairy products, and olive oil.

Globally Cool was engaged to design and implement a structured pathway combining export capacity-building, tailored individual coaching, and international B2B matchmaking. Through an integrated Export Marketing Plan (EMP) methodology and buyer engagement strategy, the project translated training into real commercial linkages despite a highly complex operating environment.

Activities

• Customised a 12-step Export Marketing Canvas to the Syrian agro-food context, integrating export readiness diagnostics, market intelligence tools, AI-supported research methods, and practical workbooks to ensure hands-on application
• Delivered a five-day Export Marketing Workshop in Damascus.
• Facilitated the participation of sixteen Syrian SMEs in an action-packed training covering market selection, competitor benchmarking, compliance, logistics, pricing strategies, branding, promotion, and buyer communication. The workshop combined on-site and virtual expert facilitation and included live EU buyer insights.
• Conducted online coaching sessions to individual SMEs, while co-creating their Export Marketing Plans.
• Organised 150 virtual business meetings, hereby connecting 16 Syrian SMEs with international buyers from the Middle East, GCC, North Africa, and Europe. The model was adapted to a rolling matchmaking format to maximise participation and flexibility.
• Attended Gulfood in Dubai to provide hands-on support to a delegation of Syrian companies in uplifting their trade fair participation.
• Provided structured post-event follow-up and lead conversion support.