SAMBAZON, the leading provider of Certified Organic and Fair-Trade Açaí, is participating in three of the region’s most significant food and beverage events in the region: World of Coffee, Gulfood and Taste of Dubai.
Each event presents a valuable opportunity for SAMBAZON to strengthen its presence in the Middle East, engage directly with consumers, and build strategic relationships with industry leaders.
Ryan Black, CEO and co-founder, says: “SAMBAZON’s primary objective in attending these exciting events is to expand its global reach and reinforce its leadership in the superfood market. As demand for functional, plant-based nutrition continues to grow, these platforms will allow the brand to introduce its premium organic açaí products to key stakeholders, including retailers, foodservice operators, and consumers.”
SAMBAZON will highlight how açaí can be seamlessly integrated into menus, providing a delicious, nutritious, and sustainable option for cafés, restaurants, and juice bars. Additionally, the brand aims to educate attendees on the importance of ethical sourcing and Fair Trade practices, demonstrating how conscious consumer choices can positively impact the Amazon rainforest and the communities that cultivate açaí.
Gulfood
Gulfood, the world’s largest annual food and beverage trade exhibition, will run from 17 to 21 February at DWTC. As a key event for global food industry professionals, Gulfood is an ideal platform for SAMBAZON to connect with distributors, retailers and hospitality partners. The brand’s presence at Gulfood will emphasise its role in the rising trend of sustainable, functional and organic nutrition. With growing interest in ethical sourcing and clean-label products, SAMBAZON will highlight its Fair Trade certification and commitment to responsible business practices.
Taste of Dubai
Taste of Dubai, held from 14—16 February at Dubai Media City Amphitheatre, is a celebration of gourmet cuisine and lifestyle experiences. SAMBAZON plans to engage directly with consumers by offering immersive sampling experiences, live açaí bowl-making demonstrations, and educational insights into Fair Trade sourcing. As açaí continues to gain popularity among health-conscious consumers, Taste of Dubai provides a unique setting to showcase its versatility and appeal.
World of Coffee
World of Coffee Dubai, at the Dubai World Trade Centre (DWTC) from 10-12 February, was a major gathering for the coffee industry, attracting baristas, roasters, distributors, and coffee lovers. Here, SAMBAZON showcased how organic açaí pairs perfectly with specialty coffee, offering new possibilities for cafés looking to diversify their beverage and food offerings with clean, plant-based ingredients. The brand demonstrated how açaí bowls and smoothies can complement coffee menus while meeting increasing regional consumer demand for nutrient-dense superfoods.
Sustainability remains at the core of SAMBAZON’s mission, and its participation in these events reflects its deep commitment. For example, the brand prioritises eco-friendly booth materials and, for Taste of Dubai, is reviewing whether the chalet wood can be sourced from recycled materials.
Every SAMBAZON product supports Amazonian communities through Fair Trade Certified™ sourcing, ensuring farmers receive fair wages and resources for education, healthcare, and environmental conservation. The company also aims to minimize waste by using compostable sampling cups and responsible waste disposal practices.
Attendees can look forward to an engaging and interactive experience at SAMBAZON’s stands. Visitors will have the opportunity to sample freshly prepared açaí bowls with a variety of toppings, taste different açaí blends, and watch live demonstrations on how to incorporate açaí into smoothies, bowls, and other recipes. There will also be dedicated educational touchpoints where attendees can learn more about the brand’s Fair Trade efforts and its impact on Amazonian communities. Unlike traditional promotions, SAMBAZON will focus on product education and sampling rather than competitions or giveaways.
Each event plays a crucial role in supporting SAMBAZON’s 2025 global expansion strategy. Gulfood aligns with the brand’s goal of increasing distribution and brand awareness in the Middle East, while Taste of Dubai provides direct engagement with a passionate audience of food enthusiasts who appreciate premium, sustainably sourced superfoods.
“By participating in these events, we are strengthening our reputation as the go-to brand for high-quality açaí products in emerging markets,” adds Black.
Reflecting on previous participation at Gulfood, SAMBAZON recognises the region’s growing demand for clean-label, functional, and plant-based nutrition.
“Consumers and businesses alike are prioritising ethically sourced ingredients, making SAMBAZON’s Fair Trade mission particularly relevant. Meanwhile, retailers and foodservice operators are seeking premium, versatile superfoods, making this event an ideal platform for expanding market presence,” says Ryan Black.
At Taste of Dubai, SAMBAZON’s past experiences have demonstrated the power of experiential engagement. Consumers have shown a strong preference for hands-on brand interactions, reinforcing the importance of live demonstrations and direct sampling. Açaí bowls continue to be a sought-after trend, particularly among health-conscious and fitness-focused demographics. Sustainability also remains a central topic, with consumers actively seeking brands that prioritise environmental and ethical responsibility.
The food, beverage, and coffee industries are experiencing rapid shifts in consumer preferences, with functional foods and beverages gaining popularity. Consumers now seek products that go beyond taste, offering health benefits such as antioxidants, energy support and gut health.
Sustainability-driven choices are also shaping the industry, with both shoppers and businesses demanding ethical sourcing, transparent supply chains, and eco-friendly packaging. Alternative ingredients and superfoods such as açaí, maca, and adaptogens are becoming increasingly mainstream as plant-based options continue to rise. Convenience remains a key factor, with consumers expecting high-quality, organic and ready-to-eat solutions – without compromising on nutrition.
SAMBAZON’s approach to product development is guided by these market trends. The brand continues to innovate with on-the-go solutions, including ready-to-eat açaí bowls and functional beverages. Transparency remains a priority, with a focus on organic, non-GMO, and sustainably sourced ingredients. As consumers look for foods that offer specific health benefits, SAMBAZON is expanding its range of açaí-infused wellness products that support immunity, energy and overall well-being.
As a superfood sector pioneer, SAMBAZON leads both in product and sustainability innovation. The company established the first Fair Trade Certified™ açaí supply chain, ensuring every purchase made contributes to the well-being of Amazonian communities. Constantly introducing new formats and flavours, SAMBAZON makes açaí more accessible and enjoyable for different consumer needs.
Sustainability remains a core focus at the international company, with ongoing efforts to become a zero-waste enterprise and improve eco-friendly packaging solutions. Through education and awareness, SAMBAZON continues to empower consumers to make responsible food choices, reinforcing sustainability as an integral part of the global food conversation.
SAMBAZON’s participation in these three events represents a strategic milestone in its expansion within the Middle East. By engaging with key stakeholders and health-conscious consumers, the brand continues to shape the future of superfoods in the region.
