Jordanian food producers to spotlight local flavours at SIAL Canada

AMMAN — A group of Jordanian food companies is preparing to take part in SIAL Canada, one of North America's premier food industry exhibitions, set to kick off Wednesday in Toronto.

The Kingdom’s participation, organised by the Jordan Exporters Association (JEA), reflects ongoing efforts to expand the reach of Jordanian-made goods in the Canadian market. 

SIAL Canada is known for attracting global attention and serves as a vital platform for networking and business development, the JEA said in a statement to The Jordan Times.

Ahmad Al Khudari, Chairman of the Association, said the Jordanian pavilion, spanning 126 square meters, will showcase a wide array of high-quality local products. He noted that Jordan has maintained a consistent presence at the event since 2012, citing its value in opening doors to North American markets.

Beyond promotion, the exhibition also offers Jordanian companies access to cutting-edge industry trends, innovations, and technologies, Al Khudari added. These insights, he stressed, are key to enhancing the competitiveness of Jordan's food sector internationally.

Canada, he said, remains a strategic export destination, particularly under the Jordan-Canada Free Trade Agreement, which came into effect in 2012. The agreement, the first of its kind between Canada and an Arab country, allows Jordanian products to enter the Canadian market tariff-free, offering a significant competitive advantage.

Haleem Abu Rahmeh, JEA Director General, echoed the sentiment, calling Canada a vital market. While initial efforts were modest, he said, persistent marketing and a focus on quality have positioned Jordanian products as strong contenders. “Today, they are recognized for their excellence and competitive pricing,” Abu Rahmeh said, adding that interest in the Jordanian pavilion continues to grow each year.

He credited the growing popularity of Jordanian food products among Canadian importers and consumers to consistent quality and compliance with international standards. 

Abu Rahmeh also reaffirmed the Association’s commitment to promoting other high-potential sectors, including cosmetics, plastics, and agriculture.

With Canada’s multicultural landscape and rising demand for Middle Eastern cuisine, Abu Rahmeh described the market as “highly receptive” and stressed the importance of long-term strategies to secure Jordan’s foothold.

He concluded by praising the Canadian Trade Centre for its role in strengthening bilateral trade ties and fostering cooperation between Jordanian and Canadian businesses.