LONDON: Food manufacturers from Jordan are showcasing their products at the International Food and Drink Event in London this week, as they make a concerted push to enter the potentially lucrative UK market.

The Jordanian delegation views the three-day exhibition, which began on Monday and concludes on Wednesday, as a key platform on which to promote a diverse range of products, including confectionery, baked goods, spices, nuts and specialty items, to a global audience of buyers and distributors, the Jordan News Agency reported.

Ahmad Khudari, president of the Jordan Exporters Association, which is spearheading the country’s participation at the exhibition, said the event has an important role to play in fostering new trade relationships.

“Our objective is to establish direct channels with international buyers and distributors, highlighting the competitive edge and superior quality of Jordanian food products,” he said.

The aim is to expand Jordan’s presence in the growing halal food sector and broader international markets, he said, adding: “Expanding our market reach is essential for stimulating domestic production, fostering industrial expansion, attracting foreign investment, and strengthening our trade balance.”

Halim Abu Rahma, the association’s general manager, said there has been strong interest from international buyers during the event in London.

“The exhibition has drawn significant attention from key buyers, offering Jordanian companies a valuable opportunity to highlight their product innovation and quality,” he said.

“The UK’s autonomy in trade policy, coupled with its substantial Arab and Muslim consumer base, presents a unique opportunity for Jordanian food manufacturers to establish a strong foothold,” he added as he stressed the strategic significance of the British market, particularly in the post-Brexit trade landscape, and urged businesses to leverage the terms of the free trade deal between Jordan and the UK.

The agreement, which came into effect in 2021, aims to bolster bilateral trade by granting Jordanian products tariff-free entry into the UK, mirroring a similar trade deal between Jordan and the EU.

In 2023, trade between Jordan and the UK was worth about 303 million dinars ($427 million), with Jordanian exports accounting for 62 million dinars of the total.

The International Food and Drink Event 2025 features 1,500 exhibitors from around the world, and was expected to attract about 30,000 buyers and distributors from more than 105 countries.