Not every connection made at an international exhibition immediately turns into a contract, but it is often where cooperation with new markets begins. For Yarofruit, one of Ukraine’s leading companies specialising in the production and sale of frozen berries, vegetables and fruits, participation in Gulfood 2026 was an opportunity to gain a better understanding of the Gulf region and lay the groundwork for future partnerships.

Ten Years with a Focus on Exports

Yarofruit has been operating since 2016, and from the very beginning, the company built its business with exports in mind. The team understood that international customers expect consistent quality, appropriate equipment and compliance with international standards. Today, the company’s production facilities hold BRC and FSSC 22000 certifications, as well as Organic certification.

“Over these 10 years, the company has changed significantly. We gradually expanded production, purchased new equipment, increased volumes and broadened our product range. We attended many international exhibitions, including with the support of the Entrepreneurship and Export Promotion Office, where we met potential customers and held negotiations. In reality, entering export markets is a lengthy process. It takes time for people to get to know you, trust you and be ready to work with you on an ongoing basis,” the company explains.

Russia’s full-scale invasion also put Yarofruit to the test. Established supply chains were disrupted, and the company faced difficulties sourcing packaging, equipment, spare parts and logistics services. However, the fact that the company works with berries, a significant share of which are grown in western Ukraine, helped it keep operations running.

“One of the biggest challenges today is the shortage of workers. We feel it both at our production facilities and among our partners who grow and harvest the raw materials. The problem is particularly acute during the season, when large volumes of berries need to be harvested and processed within a short period,” the Yarofruit team explains.

Gulfood: Conversations That Emails Can’t Replace

The Gulf market had long been of interest to the company. Unlike Europe, the region has relatively limited domestic berry production, while demand for imported products remains strong.

Before the exhibition, the team had already tried negotiating with companies in the region, but realised that meeting in person was important for establishing business relationships. Gulfood 2026 therefore offered a valuable opportunity to gain first-hand insight into the market, speak with potential buyers and assess their interest in Ukrainian products.

“At the exhibition, we met potential customers and held a number of meetings. We continued discussions with some companies after the event. Not every introduction immediately leads to a contract, especially when a company is just starting to explore a new market,” the Yarofruit team explains.

At the same time, the company reports that interest in its products was strong. The National Pavilion, where Yarofruit was exhibiting, welcomed many visitors, including representatives of local companies, importers and distributors.

“For us, it was important not simply to showcase our products, but also to hear directly from buyers: what exactly they are looking for, which berries they are interested in, and what formats they are accustomed to working with. After the exhibition, we had a much clearer understanding of what this market expects,” the team adds.

The main outcomes of Yarofruit’s participation in Gulfood were new contacts and a deeper understanding of the market. The political situation in the region affected the company’s plans, and some negotiations this year did not result in actual shipments. However, the contacts remain, communication is ongoing, and the company has no intention of abandoning this market.

“We now have a much clearer understanding of where to go next. We wouldn’t say that one exhibition was enough to open up a new market. It’s a longer process. At the same time, we learned which documents and certifications matter to buyers, what they look for when choosing a supplier, which products interest them, and how they are accustomed to doing business. In other words, we now have a better understanding of what it takes to successfully enter this market,” the company explains.

Yarofruit’s next steps include continuing to work with the contacts established at the exhibition, holding further negotiations and exploring the market in greater detail. The company plans to participate in Gulfood again, as well as in other international events that offer opportunities to showcase its products.

“We’re continuing to follow up with the contacts we made at the exhibition, hold negotiations and explore this market in greater detail. We also plan to participate in Gulfood again. We hope that our next meetings will lead to actual shipments and long-term partnerships,” the Yarofruit team concludes.