In November 2025, Besa Juice shipped its first consignment of premium juices to new markets in the Middle East. The brand's range of healthy, premium juices are available at retail outlets in Saudi Arabia, Oman, Bahrain, Qatar, Kuwait and the United Arab Emirates (UAE).
The export deals follow attendance at 2 successive Gulfood trade shows in 2025 and 2006 and a Saudi Food show in 2024. As part of the official Australian Pavilion, Besa Juice has met tailored contacts, found partners and showcased its range to buyers across the Middle East.
Thanks to the Australia-UAE Comprehensive Economic Partnership Agreement (CEPA) and the extensive testing of the products in the region, Besa Juice does not pay any import tariffs, strengthening its competitive advantage.
'It's amazing to see our juices on sale in retail chains across the region,' says Zdravka Manolova, Export Manager, Besa Juice. 'Between November 2025 and January 2026, we've shipped 40,000 bottles of our juice. By exporting, we are connecting family growers in the Adelaide Hills to luxury markets in the Gulf.'
Family business turns local produce into premium exports
Founded in 2008, Besa Juice is a family business based in the Adelaide Hills of South Australia.
The company specialises in varieties of freshly squeezed juices, including orange, apple, pear, strawberry and other blends. The company also sells a range of mixed-flavour smoothies.
'We only use local produce, and our juices are healthy and nutritious,' says Manolova. 'Our fruit is sourced from orchards in the Adelaide Hills and the nearby Riverland region. The fruit is processed and bottled daily. Our juices stand out because they are clean and green.'
High demand for fresh Australian produce
The Middle East is a natural market for premium Australian produce.
'There is very strong demand for fresh and organic because local production is limited,' says Manolova. 'Australian produce is popular as we have good safety standards and excellent quality control. Also, Australia has advanced sustainable farming practices.'
Sidharth Mehta, Regional Director Middle East, Department of State Development, South Australia, and Olga Kostic from Tradestart, helped Manolova investigate potential markets. These included Saudi Arabia, the UAE, Kuwait, Qatar, Oman and Bahrain.
'Most of our connections and introductions came from that very first exposure at Saudi Food Show in 2024 with Mr. Sidharth Mehta,' says Manolova.
'There is growing interest in fresh, healthy produce - and Middle Eastern markets can sustain premium prices,' says Manolova. 'Austrade also helped with market research. Their advisers constantly connect us to potential buyers via inbound business missions.'
Zdravka Manolova, Besa Juice's Export Manager, at Gulfood 2026. Besa Juice is sold at Lulu Retail, which has 252 stores in the Gulf region, Tamimi Markets in Saudi Arabia, and MegaMart in Qatar.
Gulfood leads to export opportunities
Manolova travelled to Gulfood in Dubai in 2025 and 2026 to meet potential buyers. Gulfood is the world's largest food and beverage trade event. It connects the global food, retail and hospitality sectors to many of the world's top producers.
'Everyone you need to see is there,' says Manolova. 'We saw representatives from all the companies we were interested in, and we could connect to buyers. The Australia Pavilion allocated fridge space and we organised tastings of our juice.
'Gulfood is always busy - the 2026 event attracted 195 countries and record numbers,' she adds. 'We had 2 major venues separated for exhibitors and visitors. The real work starts after we come back and follow up with all the introductions.'
'I definitely recommend other F&B companies to attend Gulfood if they want to grow, expand and make their products more accessible.'
Gaining quality certification
To begin exporting, Manolova needed advice on how to meet labelling and regulatory standards.
'We wanted to sell our juices, ready for the region with the Emirate Quality Mark (EQM),' she says. 'This is a UAE certification that says a product meets a set of high, local standards.'
To gain EQM certification, Besa Juice had to submit its products for testing into accredited testing laboratories in UAE, recognised by the UAE's Ministry.
'The Department of Agriculture, Fisheries and Forestry (DAFF) has a team of advisers that helped us organise laboratory testing,' says Manolova. 'The process certified that there was no added sugar in our juices. Without the EQM, sugar taxes would have increased our cost-to-market by 50%.'
The process took 16 months, but in late 2025, Besa Juice became the first company in South Australia to gain an EQM.
Trade agreement gives preferential access
Besa Juice has a key advantage in the region: the Australia-UAE Comprehensive Economic Partnership Agreement (CEPA). Australia's first free trade agreement in the Middle East region removed import tariffs for farmers and food and beverage producers.
'Other juice importers have to pay tariffs; we don't,' says Manolova 'This gives us a great competitive advantage.
'The trade agreement also means that Australian exporters can automatically comply with multiple food safety regulations. Based on the category of the commodity, it can mean easier market access.'
Australian juice sells in top Gulf stores
Besa Juice is sold at multiple high-end retail organisations, including Lulu Retail, which has 252 stores in the Gulf region, Tamimi Markets in Saudi Arabia, and MegaMart in Qatar.
Confident of success, the company is looking for more food service distributors.
'We have all the certifications we need, and thanks to CEPA we have plenty of opportunities,' says Manolova. 'We will continue to reach out to potential buyers and grow our brand.
'We are proud of what we've accomplished. By exporting to the Middle East, we bring produce from the orchards of South Australia to some of the world's top markets for premium juices.'
Besa Juice's top tips for exporters
- Showcase the product and meet with your buyers. Personal relationships are the strength of any partnership. This is how you build trust.
- Invest in the process. Follow procedures and be resilient in what you are doing. Some processes take a long time, but it's an investment.
- Reach out to Austrade, state bodies and DAFF. This includes overseas representatives who know local markets. They will help you with the certifications.
- Above all, be passionate about what you do.
