The German-Saudi Arabian Liaison Office for Economic Affairs organized a delegation trip of German companies with focus on food and beverages to Riyadh from 08.12.–11.12.2014. The delegation was supported by the German Federal Ministry of Food and Agriculture and headed by its Deputy Head of Division Dr. Artur Ickstadt. In Riyadh the delegation held a presentation event of the German Food and Beverage Industry on the first day at the Marriot Hotel, followed by three days of business-to-business meetings. “Germany has a reputation as a provider of state-of-the-art technologies and know-how, but it is also as a global top food producer and the world’s third largest food exporter,” said Andreas Hergenroether, Delegate of German Industry and Commerce for Saudi Arabia, Bahrain and Yemen”. The delegation met with high-ranking businessmen of the Saudi food and beverage industry. Representatives of hyper market giants Othaim, Tamimi and Lulu attended the presentation event and established ties with the German companies like Teekanne, Pickenpack Europe, Powermints and Baikal Getränke. Saudi Arabia is one of the leading importers of food in the Middle East. Currently around 75% of all food sold in Saudi Arabia is imported. Due to the high population growth and rising household incomes, this will not change in the short and medium term. Because groundwater resources and agriculture will be further reduced, Saudi Arabia is still dependent on food imports. German companies benefit from this demographic change, because the label “Made in Germany” is known for its quality in the food industry. Germany has a wide range of food and specialties. The agriculture and food industry is working at the highest level of quality and has a good reputation abroad. The Saudi Arabian food market is interesting for German companies from various sectors – from organic products, stimulants such as tea, coffee and sweets to cereal grains like wheat. “It becomes apparent that German food and agricultural products are already well-positioned in the Saudi market, but here is still a very high potential for the future,” Hergenroether added.