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Sharjah Agriculture and Livestock Production EST participated in Südback 2026 one of Europe’s premier trade fairs for the bakery and confectionery sector which ran from October 24 to 27 in Stuttgart Germany. The entity presented its Saba Sanabel brand under the slogan From Sharjah to the World to illustrate the transformation of desert land into productive farmland using innovative and sustainable methods. This effort supports broader goals of enhancing food security and local production according to a Sharjah24 report published on November 9 2026. The display traced the full cycle from organic wheat grown in Sharjah to its processing into flour and subsequent use in professional baked goods in Germany.
Ahmed Al Suwaidi the Director of Corporate Communications at EKTIFA said the participation went beyond introducing Saba Sanabel products and demonstrating their quality. He added that the stand sought to strengthen the brand’s international presence exchange expertise and knowledge explore the latest baking technologies and techniques and build professional relationships and partnerships that support innovation and continuous product development. Al Suwaidi noted that the exhibition offered a platform to highlight the quality and versatility of Saba Sanabel flour via live baking demonstrations. The outreach connected EKTIFA with bakery specialists professional associations and global industry experts according to the report.
Südback 2026 attracted more than 35000 trade visitors from over 90 countries a figure reported by TK-Report following the event. The fair featured around 550 exhibitors across 55000 square metres focusing on ingredients technology and operational solutions for the baking industry. Organisers highlighted innovations in raw materials and equipment that align with trends toward quality and sustainability in bakery production. Saba Sanabel’s involvement allowed the Sharjah entity to engage directly with these developments.
EKTIFA has expanded its Saba Sanabel range in recent months with a November 7 2026 Sharjah24 article reporting the launch of new baked goods including maamoul butter patties and croissants that contain 19.3 per cent protein. The brand began organic pasta production in 2025 through a partnership with the Emirates Macaroni Factory using wheat from Sharjah’s Mleiha farm which achieves a protein content of 19.38 per cent among the highest recorded globally. These products are distributed through outlets such as the Sharjah Cooperative Society as part of efforts to diversify local offerings.
Mordor Intelligence data places the Middle East and Africa bakery products market at USD 55.33 billion in 2026 with a forecast rise to USD 74.46 billion by 2031 at a compound annual growth rate of 6.12 per cent. Bread accounts for the largest segment while cakes and pastries are expanding most rapidly driven by urban cafe culture and demand for convenient items. The regional sector benefits from population growth and rising interest in high-quality ingredients that meet both traditional and health-focused preferences.
The Sharjah initiative reflects ongoing UAE investments in agricultural technology to overcome arid conditions and reduce reliance on imports. EKTIFA’s presence at the German fair forms part of a strategy to position its outputs in competitive international markets. Such engagements facilitate knowledge transfer that can further refine farming and processing techniques employed by the establishment.
