A Recap of Gulfood 2025

Gulfood is one of the largest annual food and beverage trade shows. It brings together global industry leaders to showcase innovations, explore opportunities, and connect across a range of Food and Beverage (F&B) sectors. Coffee, of course, is one of the main focuses of the show. 

Samir El Sadawy, Trader at Sucafina Instant in Europe, and Maroun Sarkis, Sales Officer in the MENA region, share: 

From the moment we stepped onto the exhibition floor, the energy was contagious – back-to-back meetings, catching up with old partners, and meeting new professionals. The week flew by so fast with great conversations and exciting opportunities, and if there’s one thing we know for sure, it’s that this industry is always moving forward.

Here's a snapshot of the key themes and sentiments throughout the event: 

Everyone Wants Coffee, Sooner Rather than Later

The appetite for coffee is bigger than ever, and the urgency to secure supply was something we felt in almost every conversation. Whether it was green coffee or instant, demand isn’t slowing down, but neither are the challenges. We met people who are expanding their businesses faster than expected, others who were trying to navigate price swings, and some who just wanted to stay ahead of shifting consumer preferences. The pressure is real, and no one can afford to sit back and wait. 

Volatility – The Market is (nearly) Everything  

“You think prices will settle anytime soon?” That was probably the most repeated question at Gulfood. The market has been rising like an elevator and everyone feels it. Some walked in with quiet confidence; they had secured their supply early and were in a good spot. Others? Less so.  

Timing was everything. But no matter how you had fared in the short term, every conversation circled back to the same challenge: how do you make the right call when the market refuses to play by the rules? 

Big Plans, Tough Margins 

Buyers want more volume to secure supply in a volatile market but are also looking for ways to keep costs under control. We saw more flexibility in origin choices, interest in innovative blends, and a stronger focus on finding the best value without compromising quality. The game is shifting, and companies that can offer smart, adaptable solutions are the ones coming out ahead. 

Connections 

Sure, scheduled meetings are productive, but the casual catchups over coffee, the unexpected introductions, the spontaneous “Hey, we should talk” moments, those are the ones that led to the most exciting discussions. This is why events like Gulfood matter: they’re not just about showcasing products but about being in the right place at the right time. 

Innovation 

Walking around Gulfood, it was clear that brands are doubling down on iced applications, from instant solutions to ready-to-drink formats. The creativity is endless, with new flavors, textures, and functionalities hitting the market. Everyone is looking for the next big thing, and the message is clear: cold coffee isn’t seasonal anymore. It’s a category on its own, and it’s only getting bigger. 

By the time the week wrapped up, we were exhausted, but more than that, we were energized. Gulfood is about more than sales and deals. It’s about understanding where the industry is heading, staying ahead of the curve, and connecting with the people who make it all happen. 

Would we do it all over again? No question. See you next year!” 

About the Authors:  

Maroun has been with Sucafina since 2022. He specializes in selling coffee solutions across the MENA region. He has a Distribution and Logistics Management degree from Notre-Dame University.  

Samir, part of Sucafina since 2015, brings value to its instant coffee clientele across Europe and the Middle East. Samir has a Master's in International Trading, Commodity Finance and Shipping from the University of Geneva, Switzerland.