February 2026 — Cape Town, South Africa
Key Take-aways:
Premium Markets Appreciate Quality: High-end buyers prioritise consistent quality and reliable supply, areas where South Africa holds a competitive advantage.
Value-Add is Rising: Macadamia oil and milk are gaining serious traction in high-end and functional food markets.
Diversification in Action: Engagement across India and the Middle East supported market diversification into key international destinations.
Relationships Win Trade: Face-to-face engagement continues to unlock real export opportunities.
Event: Gulfood 2026
Date: 26-30 January 2026
Location: Dubai, United Arab Emirates
Attendance: 190 countries, >100 000 participants
Exhibitors: >8 500
SAMAC Stand Participants: Golden Macadamias, Amber Macs, Green & Gold Macadamias, Empire Exports, Mayo Macs SA, RusselStone, Macadamias South Africa (SAMAC)
SAMAC’s participation at Gulfood 2026 reinforced South Africa’s position as a credible, globally competitive macadamia origin. Representing the industry alongside six South African processing companies, SAMAC delivered a unified presence that strengthened buyer confidence, opened new trade and lobbying pathways, and supported the strategic objective of market diversification beyond current destinations.
Global Trade Platform
As the world’s largest food and beverage trade exhibition, Gulfood attracted exhibitors and buyers from over 190 countries in 2026 and, for the first time, spanned over two locations: the Dubai World Trade Centre and the Dubai Exhibition Centre, covering a combined 240 000 square metres.
Trade Engagement
The show serves as a key global trading hub, particularly for Middle Eastern, Indian, Asian and emerging market buyers. Discussions at the exhibition showed growing interest in South African macadamias, especially in India, the Middle East and premium value-added segments such as macadamia oil and milk
Stable Supply Wins Premium Markets
Trade discussions reinforced that high-end, premium markets demand confidence in both quality and supply. South Africa’s rigorous orchard-to-export systems and advanced processing standards continue to give the industry a competitive edge. Buyers repeatedly highlighted that stable supply at scale, paired with consistent quality, is essential for building sustainable consumer markets, particularly for ingredients and value-added products.
Flavour, Fun and Function Are In
A noticeable trend at Gulfood was the growing shift toward bold flavours and experiential food concepts. Flavour profiles such as nutritional coatings (e.g. matcha, turmeric, spirulina), sweet-savoury (e.g. hot honey) and luxury foods like truffle-flavoured products demonstrated that premium consumers are looking for both indulgence and functional benefits.
Equally important was product presentation. Packaging, branding and distinction emerged as decisive factors in premium purchasing decisions. Eye-catching design, clear origin messaging, farm-to-fork storytelling and health benefits are increasingly becoming consumer expectations.
Nutritious foods that taste indulgent were prominent at the show. Products like tea-tonics and protein-rich foods illustrated a growing demand for foods that offer functional benefits without compromising on indulgence. This trend aligns perfectly with macadamias’ nutrition profile. Naturally low in carbohydrates, rich in monounsaturated fats and one of the only nuts with Omega-7 (known for anti-inflammatory properties and heart health), macadamias integrate seamlessly into this evolving premium and functional food space.
Innovation Builds Confidence
Macadamia milk attracted strong interest at the SAMAC stand. With baristas, bakeries and retailers actively seeking plant-based dairy alternatives, macadamia milk stood out as a creamy, mild-flavoured option. This response clearly highlighted the importance of value addition in supporting future demand.
Rarity Creates Luxury
Macadamias account for less than 2% of the global nut supply, placing them firmly in the luxury category. In the Middle East and premium Asian markets, rarity matters. Buyers are willing to pay more for products that are rare, high-quality and consistent. Gulfood demonstrated that luxury today is defined not only by price, but by stable supply, traceability and consistent quality.
Why Gulfood Matters
Beyond products, Gulfood’s true value lies in face-to-face engagement. Exporters were able to tailor offerings, grow relationships and explore collaborative solutions, all of which, are critical steps as the industry works to reduce reliance on single markets and expand its premium footprint globally.
Gulfood 2026 demonstrated South Africa’s position as a reliable, premium supplier of macadamias to the global market, as well as the continued growth of the industry in the high-value segments.
From left: Phillip Mouffarige (Amber Macs), Amy Grundling (Market Access Liaison Officer, Citrus Growers Association), Mpho Sekgala (South African Agricultural Attache to the Middle East), Kerisha Raghunandan (SAMAC) Dr Mono Mashaba (Special Advisor to the Minister of Agriculture in South Africa), Piet de Jager (CEO, Fresh Produce Export Forum of South Africa).
