Succeeding at a trade show (SIAL, Gulfood) as an exporter

In brief. An international trade show like SIAL Paris or Gulfood Dubai is not won on the stand, but before and after. Before: target the right show, prepare compliant samples backed by a COA, book appointments in advance and check for aid (FOPRODEX covers part of the participation cost). During: qualify each contact (buyer type, market, volume). After: follow up within 48–72h, because 80% of deals close in the follow-up, not at the show. Without preparation and structured follow-up, a trade show costs a lot for little result.

For an olive oil exporter, a trade show is the channel densest in qualified buyers: importers, distributors, bottlers, buying groups, all gathered over a few days. But the stand is only the visible part. Success is played out in the preparation and the follow-up. Here is the method, show by show.

Which trade show to choose for exporting olive oil?

The right show depends on your target market and channel. SIAL Paris is generalist and covers Europe and the world; Gulfood opens the Gulf; WOOE Madrid is 100% olive oil and attracts bulk buyers. Choose the market first, then the show, never the other way around.

Show	Dates	Market / interest
SIAL Paris	17–21 Oct. 2026	Global generalist — Tunisian pavilion (CEPEX)
Gulfood Dubai	15–19 March 2027	Gulf / GAFTA, premium foodservice
WOOE Madrid	March (annual)	100% olive oil, bulk buyers
Foodex Japan	March 2027	Japanese market (via JETRO)
Anuga Cologne	9–13 Oct. 2027	Europe generalist (biennial)
PLMA Amsterdam	May 2027	Private label (after IFS/BRC)

SIAL Paris is often the exporter's meeting of the year for a Tunisian exporter, with a Tunisian pavilion organised by CEPEX that pools costs. Note: PLMA (private label) only makes sense if you are already IFS or BRCGS certified, a prerequisite of the MDD.

Before the show: the preparation that makes 80% of the result

A trade show is prepared weeks in advance. Exporters who improvise leave with business cards and no contract.

1. Check for aid. The FOPRODEX scheme subsidises part of the trade-show participation cost. The Tasdir+ programme can co-fund prospecting. Never pay full price without having checked your eligibility.
2. Prepare the samples. Samples representative of your real batches, with the COA from an IOC-accredited laboratory. A serious buyer asks for the analysis: not having it on the stand means losing the contact.
3. Book appointments in advance. Contact target importers before the show to block slots. Walk-in traffic is not enough to fill a useful agenda.
4. Prepare the pitch and prices. A clear product sheet (varieties, categories, bulk and packed formats, certifications) and a price range per incoterm. Know where to place your price: the Tunisian origin starts around ~€3.80/kg FOB.

During the show: qualify, don't just chat

On the stand, the goal is not to talk to everyone, but to qualify the right contacts. For each interesting visitor, note their type (agent, importer, bottler, buying group, MDD), their market, their channel and their potential volume.

• Identify the buyer type: a broker, an importer-distributor and an MDD don't expect the same pitch or the same price.
• Note the real need: bulk (flexitank, IBC) or packed? Organic or conventional? Which destination market?
• Hand out a traceable document: a product sheet with your contact details, and always collect theirs.
• Don't undercut on the stand: give a range, quote precisely afterwards, calmly, according to the incoterm and format.

The atmosphere of a show pushes you to over-promise. Stay factual: a fair quotation sent in follow-up is worth more than a price dropped in haste that you can't hold.

After the show: the follow-up that converts

This is the most neglected and most decisive step. Follow up with each qualified lead within 48–72h, while the contact is fresh. Send a personalised quotation, the COA of the discussed profile, and offer to send a sample for validation.

• D+2 to D+3: personalised follow-up email with a quotation per format and incoterm.
• D+7: send a sample to the hottest contacts, with a COA.
• D+15: follow up and propose a first test volume (one flexitank, a few IBCs).

The guide to importing Tunisian olive oil and the list of export documents help you structure this conversion phase, from the first sample to the first container.

The mistake that ruins a trade show

Investing in the stand and neglecting the follow-up. A show without organised follow-up is a budget spent on contacts that cool off within a week. Plan, before you even leave, who follows up, when and with which quotation template. The show generates leads; it's the follow-up that generates orders.

FAQ

Which trade show to choose to sell olive oil for export?

It depends on the target market. SIAL Paris for Europe and the world (with a CEPEX Tunisian pavilion), Gulfood Dubai for the Gulf, WOOE Madrid for specialised bulk olive oil buyers, Foodex Japan for Japan. Choose the market first, then the show.

Is there any aid to attend an export trade show?

Yes. The Tunisian FOPRODEX scheme subsidises part of the trade-show cost. The Tasdir+ programme can co-fund prospecting. Check your eligibility with CEPEX before booking.

What to prepare before an olive oil trade show?

Representative samples with a COA from an IOC-accredited laboratory, a clear product sheet (varieties, categories, formats, certifications), a price grid per incoterm, and appointments booked in advance with your target importers. Preparation makes most of the result.

Should you give your prices directly on the stand?

Give an indicative range, but quote precisely in follow-up, according to the incoterm, the format and the volume. Undercutting a price in the atmosphere of the show often leads to a quotation you can't hold. The Tunisian origin starts around ~€3.80/kg FOB.

How long after the show should you follow up?

Within 48 to 72 hours, while the contact is fresh. Send a personalised quotation with the COA of the discussed profile, then a sample to the hottest contacts at D+7. The majority of deals close in the follow-up, not on the stand.

Is PLMA suitable for an olive oil exporter?

Only if you are already IFS Food or BRCGS certified, a prerequisite of private label (MDD). PLMA Amsterdam gathers the private-label buyers of the major retailers: presenting there without food safety certification is premature.

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Are you preparing a trade show or looking for buyers? Request a quote: we reply within 24–48h with a quotation per format and incoterm, COA and sample in hand. Also compare your positioning via our origin comparison.