Iran at Anuga 2025: An opportunity to showcase the power of the food industry and strengthen the national economy

Exhibition News – Tehran –An introductory meeting for  the Anuga 2025 International Food Exhibition  was held this morning at the permanent site of Tehran International Exhibitions. The event, which was attended by food industry activists and economic representatives, provided an opportunity to examine the economic, local and international dimensions of Iran’s presence in one of the most prestigious specialized food exhibitions in the world.

Anuga: A global platform for the food industry

The Anuga exhibition   in Cologne, Germany, is known as one of the largest and most influential events in the world of the food industry. The exhibition, which will be held from October 4 to 8, 2025 (12 to 16 Mehr 1404), will host more than  150,000 trade visitors  from 200 countries and around 8,000 international participants. Anuga is not only a platform for introducing food innovations, but also a forum for the formation of large-scale commercial contracts and strategic partnerships.

Indigenous economic aspects: strengthening the value chain and employment

According to  Nader Rashidi , Director of Foreign Exhibitions at Iran International Exhibitions Joint Stock Company, the presence of Iran’s 13th official pavilion at this event, focusing on showcasing the capabilities of the food industry in various product groups, is a unique opportunity for  the growth of the domestic economy  .

1.  Exports and product diversity :
Iran’s food industry, with a share of 12% of total non-oil exports (based on statistics for 1402), is considered one of the main pillars of the non-oil economy. Attending Anuga provides the opportunity to introduce unique products such as saffron, pistachios, dates, dairy products, beverages and halal foods to the global market . This will not only increase the volume of exports (which reached $6.5 billion in 1402), but also diversify target markets  .

2.  Job creation and regional development :
The boom in food exports directly affects the strengthening of the value chain from farm to market. For example, the processing and packaging industries, which play a key role in increasing the added value of products, will need more labor and upgrade their technologies as exports expand. This is especially critical for less developed provinces that are hubs for the production of food raw materials (such as Kerman, Golestan, and Sistan and Baluchestan).

3.  Attracting domestic investment :
Displaying Iranian innovations in specialized booths can attract the attention of domestic investors to the food industry. According to the Statistical Center of Iran, this industry has experienced an average growth of 8% in the past five years, but the need to develop logistics and packaging infrastructure is still felt.

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International aspects: overcoming sanctions and integrating with the global market

Iran’s presence at Anuga 2025 is more than a business event;  it is a political-economic message  aimed at strengthening economic diplomacy.

1.  Sanctions-busting through trade diplomacy :
Despite the challenges posed by sanctions, Iran’s food industry has more opportunities to interact with the global market due to its nature of not being dependent on sanctioned technologies. Exhibitions such as Anuga   provide the opportunity to create indirect trade channels with Europe, Asia, and Africa.

2.  Cross-border cooperation :
The Iranian pavilion at Anuga can host negotiations with foreign companies to transfer up-to-date technologies in areas such as packaging, food preservation and organic production . Cooperation with countries such as Germany, Turkey and Malaysia has led to the signing of joint contracts in recent years.

3.  Promoting the “Iran Halal” brand :
The global market for halal products, worth over $3 trillion, is a golden opportunity for Iran. Focusing on halal standards in Iranian booths, in addition to attracting Islamic markets, also increases the possibility of penetrating the European market.

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Exhibition Booth Design: The Art of Combining Culture and Technology

The design of the Iranian pavilion at Anuga 2025   will symbolize the intelligent combination of cultural elements with modern technologies .

• Design based on Iranian identity : The use of symbols such as traditional patterns, warm colors, and nature-based spaces (palm groves and Iranian gardens) draws visitors’ attention to the authenticity of the products.

• Interactive technologies : Using touch screens to provide live information about the production process, tracking raw materials from farm to factory (Traceability), and virtual reality (VR) for virtual tours of production lines.

• Smart business space : Creating confidential negotiation rooms equipped with simultaneous translation systems and digital presentation tools will facilitate business interactions.

Rashidi emphasized in this regard: “The Iranian pavilion is not only a showcase for displaying products, but also  a bridge for transmitting Iranian business culture  to the world.”

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Conclusion: Anuga 2025; the driving force of Iran’s food economy

Iran’s presence at Anuga 2025, supported by the International Exhibitions Joint Stock Company, is not just a trade event, but  a grand strategy to move beyond a single-product economy and strengthen Iran’s position as the Middle East’s food hub. Success in this event requires coordination between government institutions, private organizations, and producers to exploit the opportunities created for attracting capital, transferring technology , and developing markets.
This exhibition will be a test to measure the competitiveness of the food industry in the global economy; a competition in which victory requires innovation, quality, and smart marketing.

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