SIAL Middle East and the Rice & Grains exhibition, the region’s leading trade events for the food and drink industry, have announced a co-location agreement, bringing both events together for the first time in Abu Dhabi.

The new agreement is aimed at driving growth and innovation for both exhibitions in 2012 in line with the Middle East food industry trends and regional demands.

As part of the agreement, Rice & Grains will relocate from its previous location in Dubai to be positioned alongside SIAL Middle East, taking place from November 26 to 28 at Abu Dhabi National Exhibition Centre.

A further 160 exhibitors from the Middle East’s only specialised exhibition for rice and associated products will add to the expansion of SIAL Middle East 2012 by two additional halls, with the whole exhibition expected to occupy Halls 1-9.

Mohammad Harfouch, executive director at Ideal Idea Events, organisers of Rice & Grains said: “The value of rice trade in the UAE is $2 billion annually, making it one of the largest re-exporters of rice in the world.”

“Major rice producers have the opportunity to use UAE's competitive advantage of a strategic location, shipping infrastructure, storage facilities, trade promoting environment and financing options as well as facilitate expansion opportunities in the Mena region.

“Accordingly, the co-location of SIAL Middle East and Rice & Grains complement the synergetic aspects of the two events, presenting a top level exhibition of international calibre,” he added.

Chris Fountain, managing director of Turret Media, organisers of SIAL Middle East, said that partnering with Rice & Grains is part of SIAL Middle East’s long term strategy to serve more exhibitors, while creating more attractions and tailored content for visitors as the exhibition continues to grow.

“The extremely successful first edition of Rice & Grains in 2011 attracted more than 3,000 trade buyers,” said Fountain. “By bringing the event to a larger venue in Abu Dhabi and co-locating it alongside SIAL Middle East 2012 will give it the room to cater to an increased demand from exhibitors. At the same time it will be positioned alongside a world-renowned international Food and Beverage event.”

“Exhibitors at Rice & Grains will also benefit from the unique Hosted Buyers Programme at SIAL Middle East, bringing together 500 hand-selected food buyers from across the region looking to source new products.”

Held in strategic partnership with Abu Dhabi Food Control Authority, SIAL Middle East has grown rapidly since its inaugural edition in 2010, which last year hosted 466 exhibitors from 43 countries, a 55 per cent increase from 2010, and attracting 9,707 visitors, up 34 per cent from 2010.

Turret Media also reported that $350 million worth of contracts were signed by exhibitors during the three-day exhibition.

In addition to Rice & Grains, SIAL Middle East is co-located with the new international event from the International Travel Catering Association – ITCA Abu Dhabi, and the Emirates International Date Palm Festival, making it the must attend event for F&B professionals from across the region.

The exhibitions together will host more than 1,000 international exhibitors including 20 national pavilions. – TradeArabia News Service