Expanding Iran’s presence in Eurasian exhibitions with professional booth construction: Exclusive report from the Moscow Food Fair

Opening of Iran’s Pavilion at Moscow Food Fair; An Opportunity to Showcase Export Capabilities

Booth Construction Media – At the opening ceremony of the Iranian National Pavilion at the 32nd Moscow International Food Exhibition ( PROD EXPO ), Sedif Beikzadeh, Head of Iran International Exhibitions Joint Stock Company, emphasized the expansion of the country’s economic actors’ presence in specialized exhibitions of the Eurasian Economic Union member countries. The event, which was attended by more than 2,000 companies from 36 countries, was an exceptional opportunity to introduce Iranian products in the Russian market and strengthen the position of national brands by utilizing professional booth construction.

Details of Iran’s presence at the largest Russian food industry event

The pavilion of the Islamic Republic of Iran was opened at the Moscow Expo Center, with the participation of manufacturing and exporting companies in the fields of sweets and chocolate, canned goods, beverages, dried fruits, and packaging industries. Beikzadeh announced at the ceremony: “Iran’s exports to Russia have grown by 30 percent, and 40 percent of our export basket to this country consists of food and agricultural products.”
These statistics indicate the high capacity of trade cooperation between the two countries and the importance of participating in exhibitions such as PROD EXPO, which is held with the support of the Ministry of Agriculture and the Russian Chamber of Commerce.

National Pavilion Building: A Key Tool for Export Development

The design of the Iranian pavilion at this exhibition served not only as a showcase for product introductions, but also as a symbol of the country’s industrial and cultural identity. Professional booth design, using attractive visual elements, an interactive space, and utilizing up-to-date technologies, played a decisive role in attracting visitors and establishing connections with international buyers. This professional approach allowed for a comprehensive introduction of Iran’s capabilities in the food and packaging industries.

Future plans to expand presence in Eurasia

Referring to future plans to increase participation in specialized exhibitions in Russia and other Eurasian Union member countries, Bekzadeh noted: “Expanding presence in these events can only be achieved through cooperation with specialized exhibition companies and awareness of the needs of target markets.” He also emphasized the role of exhibitions in creating networking among economic actors and increasing business transactions.

The importance of attending international exhibitions in Russia and the role of booth construction in the development of the industry

Exhibitions: A bridge to enter global markets

Participation in international exhibitions in Russia, especially in the food sector, is a strategic opportunity for Iranian producers. With a population of over 140 million and a growing need for high-quality products, Russia is one of the main destinations for Iran’s non-oil exports. Exhibitions such as PROD EXPO not only provide an opportunity to introduce products, but also serve as a platform for business negotiations, signing long-term contracts, and identifying regional competitors.

Booth building: a marketing arm in the age of competition

In such events, booth design plays a vital role as the first element of communication with the audience
. A standard booth should have three key features: 1. Visual appeal: using colors that match the brand identity, professional lighting, and cultural elements.
2. Usability: creating a space for face-to-face interaction, presenting product samples, and holding specialized webinars.
3. Flexibility: being able to adapt to the standards of various international exhibitions.

Building a pavilion in Russia, given the country’s cultural differences and legal requirements, requires cooperation with companies with a history of operating in the Eurasian region. For example, using well-known symbols in the pavilion design (such as the flags of Iran and Russia) or using materials resistant to Moscow’s extreme cold are among the things that ensure the pavilion’s success.

Packaging Industry: The Missing Link in the Export Chain

One of the areas of interest at this year’s exhibition was Iran’s packaging industry. Russia has a growing need for packaging equipment and raw materials due to Western sanctions. The presence of Iranian companies in this field not only enables technology transfer, but also reduces logistics costs for exporters.

Eurasian Economic Union: A Gateway to a Market of 180 Million

Russia’s membership in the Eurasian Economic Union (which includes Armenia, Belarus, Kazakhstan, and Kyrgyzstan) will facilitate Iran’s access to a market of 180 million people. According to statistics, Iran’s trade with the union will reach $4.8 billion in 2023, a 35 percent increase over the previous year. Expanding its presence in specialized exhibitions in these countries, especially with a focus on multi-purpose booths, could increase Iran’s share in this market.

Booth construction, investing in the future

Successful participation in international exhibitions requires a combination of factors: product quality, marketing strategy, and booth design that reflects the brand identity. Iranian manufacturers, in cooperation with specialized booth construction companies, can become leading players in the food and packaging industries not only in Russia, but also in the entire Eurasian region. Holding training courses to familiarize themselves with Russian exhibition standards and using technologies such as virtual reality (VR) in booth design is among the solutions that can enhance Iran’s position in this global competition.