Seafood Market Spotlight: Middle East

Food Export–Northeast checked in with Anna Kizirian, President of Proactive Management Consultancy, and Food Export’s In-Market Representative for the Middle East to discuss burgeoning trends in the hotel, restaurant and institution (HRI) sector, Middle East seafood consumption, and opportunities for Northeast U.S. fish and shellfish suppliers.

1. Tell us a little bit about yourself. How long have you been serving as Food Export’s In-Market Representative? What’s your favorite Northeast seafood product?

I have been working in the Middle East since 1987, and I have been living and working in Dubai since the 1990s. I have watched the region grow and thrive and am witness to the amazing balance that the Middle East maintains between culture and progressive development. In 2005, my husband and I opened a joint consultancy company specializing in promoting USA food products in the Gulf Cooperation Council countries (GCC)* and education. I have been actively involved in Food Export since 2021, and it has been a most fulfilling journey. I generally like all seafood, however, crabs, oysters, and clams have always been favorites of mine.

2. How do you support Food Export–Northeast on seafood sales expansion in the Middle East?

We nominate Gulf buyers to participate in the Food Export-Northeast’s Seafood Buyers Mission held annually in Boston. These visits are not just for buying but are also an educational experience for our buyers where they learn about the sustainable fishery practices of the USA.

Occasionally, we also provide seafood education events for our buyers in the Gulf markets. We import USA live and frozen lobster and crabs for these events and bring American chefs to show how versatile Northeast fish and shellfish can be across many cuisines. The buyers highly value the experts who provide inside information on the sustainable harvesting of American fish and shellfish and the best ways to prepare both live and prepared products.

Thus, I see my role as educating the Middle East trade about Northeast U.S. seafood and connecting them with U.S. fish and shellfish suppliers through trade leads and participation of Middle East importers in buyers missions. We also inform importers about Food Export’s Branded Program. Through participation of their U.S. supplier, importers can greatly expand the resources available for label changes, retail and foodservice promotions and other marketing expenses.

3. What place do fish and shellfish play in Middle Eastern cuisine? To what extent are fish and seafood eaten at home versus at a foodservice outlet?

Seafood has always been an important feature in the food cultures of the Gulf. Fish has been considered as a staple meal and an important part of the dishes served here in Gulf cuisine, for example: Machboos, spiced rice with simmered fish and grilled hammour (grouper) is considered a popular and preferred dish. Shellfish is also enjoyed; shrimp, crab, and the like, are often found in stews or grilled. The extensive coastline of the Gulf and the availability of fresh seafood are essential to everyday meals and special occasions — a perfect reflection of the heritage and ties that the region shares with the ocean.

Cooking seafood at home is still a strong activity of the people of the Gulf, but over the years, there has been a remarkable change toward eating out. People are dining out now more regularly and with a huge rise in the number of food outlets including restaurants, hotels, beach clubs, etc., whether big or small. Above all, people are discovering more convenience and variety in their meals, and sampling food trends which mix international flavors with traditional Gulf tastes.

From small select beach food trucks, to traditional Arabian, Indian, Asian and European eating places, from hotel specialty dining areas to the top of the range 5-star Michelin restaurants, seafood is making its way onto their ever-evolving menus to meet the discerning tastes of the cosmopolitan population now living and working in the area. The demand, whether for in-home dining or at restaurants, remains equal and high.

4. Could you talk more about the foodservice side of things? What are some interesting trends you see in the region? Are there any areas of growth where NE seafood products might have particular opportunities?

The market size for full-service restaurants is UAE is currently sitting at US$9.92 billion with Middle Eastern cuisine being 42.58% of the market share. With seafood being an integral part of Middle Eastern cuisine, research indicates by 2030, fish consumption in the UAE alone is predicted to exceed 900,000 metric tonnes (992,080 U.S. tons) and the GCC’s demand for fresh fish products from local, regional, and global fish suppliers is expected to grow by 8% annually until 2030.

The following are some of the top seafood trends of the Gulf region fisheries at present:

• Health Consciousness: As most people tend to be health-conscious, many will go for nutrient-rich but sustainably sourced seafood. This leads to opening up a lot of interest in different varieties of fish and shellfish, from farmed options all the way to wild caught and paying extra attention to quality in general.
• Fusion: There is both traditional cuisine and modern fusion in the Gulf. Fish cuisine has been updated using spices and different flavors which makes them delicious for the local market as well as the expatriate population. The demand for high quality seafood such as black cod, live and frozen lobster, lobster products and others is on a significant increase due to the expanding and flourishing Japanese-style restaurants GCC wide.
• Convenience: People in the Gulf region are increasingly looking for convenience foods including seafood because of their busy lives.
• Eco-Consciousness: Increased awareness of environmental issues has made consumers much more inclined to look at what they are eating and whether the fish and shellfish are sourced ethically, sustainably and with traceability.

The enormous opportunities for seafood suppliers in the northeast are expansive in different aspects, mainly the following ones that can be highlighted:

• Premium Products: Demand for such specific high-end products such as lobster, scallops, and oysters will continue leading to increased demand for imports, regardless of availability and the competitive nature of local products.
• Processed Seafood: Smoked salmon, breaded shrimp, and similar products have also received increasing acceptability, mainly among busy consumers looking for easy but upscale options.
• Sourcing Sustainability: There is considerable interest from local consumers and importers in seafood from certified sustainable sources, thus providing a good opportunity for the certified products.

5. How can seafood suppliers best support their Middle Eastern importers, once relationships are established?

Relationships with Gulf importers must be built and maintained so that these people are successful in the region. Here’s how U.S. seafood suppliers can create long-term value:

• Tailored marketing support: For example, localized marketing materials and recipes could bring the brand closer to the market since customers will see that the brand is created specifically for them. For instance, showcase American Lobster as the hero of the plate, but surround it with local ingredients or recipes, such as Fattoush (a Middle Eastern salad) which brings the American lobster into a cultural setting.
• Honesty and consistency: Definitely best for building a person’s trust with consistent quality, guaranteed delivery, and local expectations for the packaging.
• Education and training: Educating all in handling and preparing seafood can equip the importer-customer/end-user with the best way of maximizing the products offered to them.
• Sustainability Partnerships: Enduring relationships can be developed with Gulf importers by working in close contact with them to ensure sustainable sourcing as part of increasingly growing requirements for eco-compatible actions.

The Gulf region is a crossroads between tradition and modernity and offers a vibrant, fast-developing market for Northeast U.S. fish and shellfish. Shaped by a history of seafood consumption, mostly around living close to the coast, the newly emerging dining culture favors fast, healthy, and international dining and is therefore more demanding on the supply of high-quality, varied, and sustainable seafood than ever before. This is both a challenge and a huge opportunity for USA seafood suppliers. The key to doing well in the entrance and expansion into this market niche is grasping the subtle nuances of Gulf cuisine and consumer preferences. Premium sustainable seafood and a growing interest in convenience and innovation — create an ideal environment for suppliers who can align their products with these trends.

However, success in the region is not determined solely by the quality of the products. One has to engage in building and nurturing solid relationships with Gulf importers. This means that USA suppliers must proactively offer a tailored marketing approach that includes a regular supply of quality products and educating their partners about the different and special features of their seafood products. Sustainability is also a major player in building consumer and business trust and loyalty in the Gulf, since environmental problems and ethical sourcing form a critical part in purchasing decisions.

Understanding the Middle Eastern culture, meeting fully the legislative and regulatory requirements, ensuring the hygiene and safety of products and providing the best customer service are necessary factors of fostering a positive long-term relationship.

*GCC countries include: Bahrain, Oman, Kuwait, Qatar, Saudi Arabia and the United Arab Emirates (UAE).

**Photos courtesy of Anna Kizirian.

Click here for more information on how to explore opportunities in the Middle East in 2025.