In this exclusive interview, we speak with Juliana Cabrejo Porras, CEO and Co-Founder of the Colombian-Arab Chamber of Commerce (CCAC) and the LatinoAmerica Business Center in the UAE. With over 16 years of experience in international trade, Juliana has played a key role in facilitating the entry of Latin American companies into the UAE and the broader Gulf region, helping them navigate the complexities of internationalization and establish a strong commercial presence.
As a strategic business leader, Juliana has been instrumental in supporting numerous Latin American companies at Gulfood, the world’s largest food and beverage exhibition. Through her initiatives, she has helped brands secure distribution channels in retail, e-commerce, and convenience store sectors, ensuring long-term success in a highly competitive market.
This year’s Gulfood 2025 marks a significant milestone, with multiple Latin American companies expanding their presence across three key pavilions, solidifying their role as trusted food suppliers in the region. Juliana shares her insights on the opportunities available for Latin American exporters, the evolving food market trends in the UAE, and the strategies businesses should adopt to thrive in this dynamic environment.
What is the significance of Latin American countries’ participation in Gulfood, and what opportunities does it represent for the country’s agri-food sector?
Gulfood, as the world’s largest food exhibition, provides an invaluable platform to showcase Latin American products, connecting exhibitors and buyers in one space over five days. The Middle East is an emerging market for our countries, and its market is beginning to recognize the value of our products. Latin America is a key global food supplier with untapped potential. Unlike other regions, the Middle East and Asia offer a great openness to Latin American products, with consumers eager to try new options, making it a strategic opportunity for the growth of the agri-food sector.
Which Colombian or other Latin American products have the most potential in the Emirati market, and how has their presence evolved at events like Gulfood?
From my perspective, the products with the highest potential in the Emirati market are those that are processed and have differentiating values—products that cannot be easily compared to more affordable options available in closer markets. It is crucial to offer products that tell a story, highlight the authentic flavors of Latin America, and incorporate ingredients or references familiar to consumers in this region. Innovation and development play a key role in this process, allowing us to stand out in a highly competitive market.
To consolidate our presence in this region, consistency is key. Participating in events like Gulfood just once is not enough; building trust and visibility over time is essential. This means identifying the ideal distributors and buyers for each exporter, establishing sustainable business relationships, and demonstrating a firm, long-term market presence.
“It is crucial to offer products that tell a story, highlight the authentic flavors of Latin America”
How does the Arab-Colombian Chamber of Commerce and its UAE office, LatinoAmerica Business Center, support Latin American companies looking to expand into the UAE and the Gulf region?
With over 16 years of experience and a permanent presence in the UAE, the Arab-Colombian Chamber of Commerce, through the LatinoAmerica Business Center, has developed a solid soft-landing program for Latin American entrepreneurs looking to expand into this market and use it as a strategic hub for the Gulf region. The goal is to provide them with a lasting market presence without relying on third parties for growth. We act as facilitators, paving the way and opening doors, but the exporter is the protagonist of the program.
Our program offers comprehensive support with a work plan designed to address all key areas of internationalization. This includes defining the message and unique value proposition, adapting commercial materials, packaging and labeling, and designing the value chain—a critical aspect covering all costs from origin to final consumer delivery.
“By analyzing these factors, we can understand the competition and strengthen the commercial strategy to facilitate negotiations with buyers.”
Once the company is ready and we have product samples, we present them to clients who are now strategic allies in the market. If the products are approved, the work continues with the creation of a commercial plan that includes demand-generation strategies, market testing, digital strategy investments, and promotional activities to increase visibility. Additionally, we facilitate access to distribution channels by leveraging our pool of already-established products, enabling a more effective market entry compared to an individual approach. We have also optimized costs and maximized opportunities, allowing Latin American entrepreneurs to establish themselves successfully in the region and achieve long-term exponential growth.
What are the expectations for this edition of Gulfood, and what achievements are you aiming for?
This edition of Gulfood is particularly significant, as we will mark a milestone with the announcement of more than five companies and over 20 product references entering retail, e-commerce, and convenience store channels in the UAE—a breakthrough that had not been achieved before. Thanks to the strategy we developed with buyers, we will position Latin America as a supplier of highly competitive products with unique and special flavors.
Additionally, for the first time, our products will be featured in three pavilions within the exhibition, thanks to the alliances we have built with wholesalers and distributors. This will allow buyers to see the consistency of our presence and recognize us as established participants in this market. We are excited to demonstrate, with concrete results, that internationalization is possible and that, with a well-defined strategy, it can become a reality.
Furthermore, we expect these advancements to build greater trust among other buyers, encouraging them to make the final decision to incorporate our products into their portfolios. With this participation, we reinforce our commitment to solidifying Latin America’s presence in the region and continuously opening new business opportunities.
From your perspective, what food and beverage market trends in the UAE can benefit Latin American exporters in the short and medium term?
Our countries have the privilege of having fertile lands and unparalleled natural wealth, combined with the talent and creativity of our people. By merging these elements, we develop products with high potential for acceptance in global markets.The growing demand for healthy, organic, natural, non-GMO, preservative-free, and sugar-free foods presents a great opportunity to differentiate ourselves and strategically position our products. According to statistics, this market is increasingly conscious of its consumption habits, allowing us to focus on a segment that values quality and product origin. Additionally, fresh products such as coffee and fruits remain essential for our expansion, not only in the UAE but throughout the Gulf region. This category represents a significant growth opportunity that we must continue to drive with strong and sustainable strategies.
1️⃣ Colombia Pavilion – Trade Center Arena Hall (Some exporters as exhibitors)
2️⃣ Olive Country – Grandiose – Power Brands – Hall 6 – C6-20 (Wholesale partner)
3️⃣ REZFOOD Trading – Al Mustaqbal Plaza MP2-G16 (E-commerce partner for Amazon.ae)
(C) Latin&Gulf 2025.
