Middle East, African Markets Hungry for U.S. Food & Beverage Products

Enterprising food and beverage processors in North America know that global growth, particularly into emerging markets clamoring for new products and American tastes, can lead to extremely lucrative business.

Leena Al-Kathiri, senior business development specialist for Salalah Free Zone in Oman, says consumers in the Middle East and Africa continue to seek more innovative, convenient food and beverage products as income and urbanization rise. And Asyad Group and Salalah Free Zone can help U.S. companies tap into those markets in a structured, supportive way, with a foundation for business already set and ready to roll.

Transcript

Food Processing: Can you briefly introduce the Salalah Free Zone and explain how it enables international investors to access regional and global markets through its integrated logistics ecosystem and investor-friendly environment?

Leena Al-Kathiri: Salalah Free Zone (SFZ) is a strategically located industrial and logistics hub on the southern coast of Oman, directly adjacent to the Port of Salalah — one of the busiest and most efficient trans-shipment ports in the region. Positioned outside the Strait of Hormuz and the Red Sea bottleneck, Salalah offers a geopolitically safe and stable location for investors seeking uninterrupted access to global markets.

As part of Asyad Group’s integrated logistics network, SFZ connects seamlessly to sea, road and air corridors, enabling efficient trade across the Middle East, East Africa and South Asia — reaching more than 2.5 billion consumers. Backed by Oman’s longstanding political neutrality and security, SFZ provides a risk-mitigated base for international businesses. Investors benefit from 100% foreign ownership, 30-year tax exemptions, duty-free operations and fast-track business services — all within a pro-business, stable regulatory environment.

FP: What are the key food and beverage industry trends shaping the Middle East and Africa, and how are these driving demand for innovative production and supply solutions?

LA: The region is witnessing surging demand for food and beverages due to population growth, rising incomes and urbanization. Consumers are increasingly looking for healthier, halal-certified and convenience-focused options. In parallel, regional governments are prioritizing food security and encouraging local manufacturing to reduce import dependency.

These trends, combined with the need for reliable cold-chain logistics and sustainable practices, are driving innovation across the value chain. Salalah Free Zone supports this shift by offering temperature-controlled storage, reliable utilities and a secure environment for food companies to localize production and serve regional demand quickly and efficiently.

FP: Why should North American food manufacturers and suppliers consider establishing a presence in Salalah Free Zone instead of relying solely on exports?

LA: Salalah’s location offers a compelling alternative to traditional export models. Unlike hubs exposed to geopolitical flashpoints, SFZ is located along the Indian Ocean — outside the volatile Strait of Hormuz and the Red Sea — ensuring business continuity and shipping stability.

By establishing a base in SFZ, companies can eliminate long lead times, reduce tariffs through Oman’s Free Trade Agreements, and benefit from lower production costs and efficient infrastructure. The zone’s proximity to high-growth markets, coupled with its secure and politically stable environment, makes it an ideal gateway for North American companies looking to scale in the region.

FP: What challenges should food companies anticipate when entering this region, and how does Salalah Free Zone — through Asyad — help overcome these barriers?

LA: Companies may face challenges such as adapting to local regulatory frameworks, managing regional distribution and maintaining cold-chain integrity. Salalah Free Zone addresses these through its streamlined one-stop-shop services for company setup, licensing, customs and utility connections. In addition, Asyad’s integrated logistics platform ensures reliable multimodal connectivity and end-to-end supply chain support. Located in one of the most politically stable and neutral countries in the region, Salalah Free Zone significantly reduces operational risks associated with regional tensions, providing investors with peace of mind and long-term predictability.

FP: For North American food companies considering their first investment in the Middle East, what are the top takeaways you’d highlight to encourage them to explore Salalah Free Zone further?

LA: First, Salalah Free Zone offers strategic and secure access to more than 2.5 billion consumers across three continents, with zero customs duties thanks to Oman’s trade agreements. Its location outside high-risk zones like the Strait of Hormuz and Red Sea ensures supply-chain resilience in times of regional instability. Second, SFZ provides a highly competitive and stable investment environment with 100% foreign ownership, 30-year tax exemptions, and world-class logistics infrastructure. Backed by Oman’s reputation for peace and neutrality, Salalah offers food companies a low-risk, high-opportunity entry point into the Middle East and beyond.