Gulfood in Dubai is not just a place — it’s a barometer. From January 26 to 30, Carmencita participated in The World’s Biggest F&B Event, one of the leading international gatherings for the food and beverage industry. For five days, the Dubai Exhibition Centre once again became a key meeting point for professionals from all over the world, with particularly strong representation from markets across Asia, Africa and Oceania.

Our presence at this year’s edition once again allowed us to take the pulse of these regions firsthand, engage directly with distributors and operators, and identify real market trends — the kind you spot in the aisles, on the shelves and in conversations that ultimately turn into projects and business agreements.
On this occasion, Carmencita’s export team was represented by Víctor Crespo and Nuria Azorín, who hosted meetings and welcomed visitors at the South Halls area. A perfect setting to continue strengthening relationships with existing partners, consolidate the brand’s positioning, and open up new business opportunities in markets where spices and seasonings continue to gain relevance.
From a product perspective, we showcased our full portfolio, with a special focus on two ranges that are currently driving our innovation pipeline: the new Air Fryer Seasonings range and our Coffee Spices collection. Two very different worlds with a shared purpose — both respond to current consumption habits and a more practical, creative and everyday approach to cooking (without compromising on flavour — that’s non-negotiable for us).

Among the products that attracted the greatest interest was, once again, one of our international classics: the Paella Kit, which continues to act as a universal language at trade fairs like Gulfood. Alongside it, the Air Fryer Seasonings stood out for their versatility and for appealing to professionals seeking clear, differentiated solutions for today’s consumers. Our Coffee Spices were also very well received — a category where the coffee ritual is increasingly understood as an experience, and where attention to detail truly makes the difference. And as a sweet finishing touch, the new packaging design for our dessert products sparked curiosity and conversation — because packaging speaks too.

This year’s edition also marked a step change in scale and format. The show expanded across two venues, with Carmencita located at Expo City Dubai — a move that reflects the sheer size of an event that continues to grow and strengthen its position as a global benchmark for the industry. In fact, it is the largest food and beverage trade fair in the world.

We return from Gulfood with the clear sense that this has been a highly positive and strategic edition for Carmencita: thanks to the volume and quality of the professional audience, the opportunities that arise when you’re where decisions are made, and the reassurance that our ranges — from core staples to the latest innovations — continue to resonate in increasingly demanding international markets. Because, in the end, a trade fair is not just about standing at a booth watching people walk by. It’s about coming back with a notebook full of insights and conversations already moving in the right direction. Mission accomplished.

On to the next edition.