Cairo, Egypt – December 10th, 2025. European canned peaches made a vibrant debut in Cairo last evening at a high-profile B2B event held at the Triumph Luxury Hotel in Cairo. Hosted from the promotional campaign “PeachTheGreatMENA,” an initiative, co-financed by the EU under the AGRIP SIMPLE 2024 program that aims to boost awareness and demand for European processed peaches in Middle East and North Africa markets, the event brought together top figures from the HORECA sector, food importers and distributers to explore one of Europe’s most flavorful exports.

The event highlighted the premium quality, safety, and culinary adaptability of European processed peaches, a product cultivated under strict EU standards and now being promoted to Middle East and North African markets. This event was a pivotal step in connecting local food professionals with the excellence of EU high-quality food products. European canned peaches are not only delicious, but also safe, nutritious, and incredibly versatile in the culinary world.

The registered local nutritionist, Dr. Nashwa Talaat, shared the nutritional benefits and food safety assurances that come with European-grown canned peaches. People also had the opportunity to have a culinary experience, tasting modern and creative uses of EU processed peaches in a lavish dining setting.

The program “PeachTheGreatMENA” is part of a larger strategy to grow awareness and increase market share for European canned peaches in Egypt, Saudi Arabia, and the UAE. Food industry professionals are invited to learn more about the campaign, its goals, and upcoming events via the official website and social platforms.