Client type · Monsha’at Tomoh programme and Safira Events
Market · Saudi Arabia and Nigeria
Building an F&B Trade Corridor Between Saudi Arabia and Nigeria
Developed a curated online matchmaking initiative to open new food and beverage opportunities between Saudi Arabia and Nigeria.
CASE STUDY
Creating the right connections for cross-border growth
Food Souq Advisory supported Monsha’at’s Tomoh programme and Safira Events in developing a curated online matchmaking initiative designed to open new food and beverage opportunities between Saudi Arabia and Nigeria.
The objective was not simply to bring businesses together. It was to create a focused setting in which Saudi and Nigerian companies could understand each other’s markets, meet relevant potential partners, and begin practical conversations around specific commercial opportunities.
The challenge
Saudi food and beverage businesses were interested in Nigeria’s potential but needed a clearer view of the market, its commercial environment, and the organisations that could help them enter it. Nigerian participants, meanwhile, needed greater insight into the ambitions and capabilities of Saudi companies, as well as the support available through the Tomoh programme and Saudi EXIM.
For the initiative to deliver genuine value, the audience had to be carefully selected. The programme also needed to balance market education with purposeful business introductions, giving participants enough context to move quickly into meaningful one-to-one discussions.
Our approach
Food Souq Advisory researched both sides of the opportunity to shape an effective programme and identify the most relevant participants.
- Assessing the needs, interests, and market context of Saudi and Nigerian businesses.
- Curating a balanced group of companies with credible potential for cross-border collaboration.
- Designing an informative webinar programme focused on practical market insight.
- Introducing Saudi participants to the scale and potential of the Nigerian market.
- Helping Nigerian participants understand the Tomoh programme and the role of Saudi EXIM.
- Facilitating targeted one-to-one conversations between Saudi and Nigerian companies to explore specific deal opportunities.
This combination of research, curation, insight, and facilitated engagement ensured that participants arrived at the matchmaking conversations with greater context and a clearer basis for discussion.
The outcome
The initiative brought together 12 Saudi companies and 12 Nigerian companies in a successful online programme. Participants gained a stronger understanding of the commercial landscape on both sides and began direct discussions around potential partnerships and transactions.
The webinar established an initial platform for longer-term engagement between the two markets. It demonstrated how carefully curated access, supported by relevant market intelligence, can turn broad international interest into focused commercial conversations.
The next stage
Building on the momentum created online, the next phase is to arrange a trade mission to Lagos. The visit will enable participating companies to deepen relationships, experience the market first-hand, and progress the most promising opportunities through face-to-face meetings and in-market engagement.
AT A GLANCE
- Markets connected
- Saudi Arabia and Nigeria
- Sector
- Food and beverage
- Partners supported
- Monsha’at Tomoh programme and Safira Events
- Format
- Market briefing, curated online matchmaking, and one-to-one meetings
- Participation
- 12 Saudi companies and 12 Nigerian companies
- Next phase
- Trade mission to Lagos
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