European canned peaches were formally introduced to the Egyptian market during a business-to-business industry event held in Cairo on Tuesday, bringing together representatives from the hospitality sector, food importers, and distributors.
The event was organised as part of the PeachTheGreatMENA promotional campaign, an initiative co-financed by the European Union under the AGRIP SIMPLE 2024 programme. The campaign aims to raise awareness of European processed peaches and strengthen their market presence across the Middle East and North Africa.
Discussions focused on European production standards for canned peaches, with particular emphasis on food safety regulations, quality control systems, and full traceability across the supply chain. Speakers highlighted how these standards comply with international food safety frameworks and respond to the requirements of regional markets.
The programme also showcased the culinary versatility of processed peaches, especially within the HORECA sector. Participants were introduced to a range of serving ideas and recipe concepts designed to demonstrate how canned peaches can be incorporated into both traditional and contemporary menus.
Registered nutritionist Nashwa Talaat addressed attendees on the nutritional value of canned peaches and the safety measures underpinning European agricultural and food-processing practices. Her presentation covered preservation methods, nutrient retention, and compliance with EU food safety regulations.
According to the organisers, the Cairo event forms part of a wider regional outreach plan under the PeachTheGreatMENA campaign, which targets Egypt, Saudi Arabia, and the United Arab Emirates. The initiative seeks to connect European producers with regional food industry stakeholders through market-specific activities, industry events, and informational sessions.
Further activities are planned across the region as part of the campaign’s ongoing efforts to engage food professionals and promote knowledge exchange on European agricultural products.
