Global insights, market direction and strategic relevance for food brands

Gulfood 2026, held in Dubai, once again confirmed its role as one of the most influential global platforms for the international food and beverage industry. Bringing together producers, distributors, buyers, and decision-makers from across the world, the event offered a privileged perspective on where the global food market is heading – and how brands must position themselves to remain relevant.

For export-oriented companies like BY Foods, Gulfood is not only a trade fair. Instead, it functions as a strategic observatory of global demand, buyer expectations, and emerging market dynamics.

Why Gulfood 2026 matters in global food trade

Gulfood has long established itself as a reference point for international food trade, particularly at the intersection of Europe, the Middle East, Asia and Africa.

In 2026, the event reinforced several realities of global food business:

• Buyers are increasingly focused on reliable partners, not just innovative products
• Quality validation and consistency play a central role in purchasing decisions
• Export readiness, logistics capability and compliance are now baseline expectations

As a result, Gulfood continues to be a key meeting point for brands aiming to scale internationally with credibility.

Key trends observed at Gulfood 2026

1. Consistency over novelty

While innovation remains relevant, many buyers prioritised products that demonstrate. Therefore, brands with a clear quality track record and validated credentials stood out more than one-off concepts.

2. Certifications and awards as decision enablers

In international negotiations, independent recognitions increasingly act as risk-reduction tools. For this reason, awards, certifications and third-party validations were frequently referenced in commercial discussions.

3. Export-ready brands with operational maturity

Beyond product quality, buyers showed strong interest in brands capable of:

• Managing large-scale production
• Ensuring cold chain and logistics reliability
• Adapting packaging and formats to different markets

As a result, operational maturity has become as important as brand storytelling.

Gulfood as a strategic platform for export-driven brands

In international food trade, trade shows like Gulfood are more than visibility moments. Instead, they operate as strategic checkpoints, allowing brands to:

• Validate their market positioning
• Test value propositions across regions
• Build long-term commercial relationships

Moreover, Gulfood provides a rare opportunity to engage with multiple markets in a single context, accelerating learning cycles and strategic alignment.

The role of Gulfood in BY Foods’ international strategy

For BY Foods, Gulfood 2026 aligned with a broader export-focused vision grounded in:

• Long-term partnerships rather than transactional sales
• Measurable quality and consistency
• Scalable products adapted to diverse international markets

Therefore, participation in global events like Gulfood supports not only commercial growth but also strategic clarity regarding where the brand creates the most value.

As global food markets become more competitive and more regulated, platforms such as Gulfood will continue to play a critical role in shaping international trade dynamics.

Ultimately, Gulfood 2026 reaffirmed a clear message: in the global food business, success is built on consistency, credibility,Gulfood 2026 and operational excellence – not on short-term trends.

A benchmark of quality and consistency in Portuguese pastry

BY Foods is proud to announce that Original Nata Pura has once again been awarded 2 stars at the Superior Taste Award, reinforcing its position as an internationally recognised, award-winning Portuguese pastel de nata.

This distinction, granted by the International Taste Institute, highlights outstanding flavour, and something far more difficult to achieve at scale: consistency over time.

For BY Foods, this renewed recognition is a clear validation of its long-term commitment to quality, precision and authenticity in Portuguese pastry.

A consistent Superior Taste Award recognition over the years

Our Portuguese eggtart or pastel de nata – Original Nata Pura – has been evaluated multiple times by independent international juries and has consistently achieved high sensory scores across different editions of the Superior Taste Award.

This continuity reflects a robust production model built on:

• Strict quality control procedures;
• Carefully selected ingredients;
• A stable and replicable recipe;
• Controlled production and freezing processes.

In global food markets, consistency is often more valuable than novelty. It is what builds trust with distributors, retailers and foodservice partners.

What does a 2-star Superior Taste Award mean?

The Superior Taste Award is one of the world’s most respected certifications dedicated exclusively to taste evaluation. Products are blind-tested by professional chefs and sommeliers, with no information regarding brand, origin or price positioning.

A 2-star rating indicates:

• Remarkable taste quality;
• Strong balance between flavour, texture and aroma;
• High overall sensory performance.

For buyers and partners, this award serves as an independent and objective quality benchmark.

Original Nata Pura: an award-winning Portuguese pastel de nata

BY Foods developed Original Nata Pura to deliver an authentic Portuguese custard tart experience, adapted to the demands of international distribution.

Its success lies in balancing tradition with scalability:

• Respect for classic Portuguese pastry heritage;
• Performance across retail and foodservice channels;
• Reliable results in different markets and consumption contexts.

This renewed Superior Taste Award reinforces the product’s positioning as a premium, export-ready Portuguese pastry.

Why international awards matter in food exports

Awards in international food trade are more than marketing assets. They function as decision-support tools for importers, distributors and retailers.

A recognised certification:

• Reduces perceived risk for new markets;
• Supports negotiations with buyers;
• Strengthens credibility in competitive international tenders.

For BY Foods, international recognition aligns directly with its export-driven strategy and long-term brand building.

BY Foods’ commitment to measurable quality

Winning the same award across multiple years reflects a company culture focused on:

• Continuous improvement;
• Process optimisation;
• Long-term partnerships;
• Measurable, repeatable quality standards.

Original Nata Pura’s renewed 2-star distinction confirms that quality at BY Foods is systematic.

As BY Foods continues to expand globally, maintaining recognised quality standards remains a strategic priority. As a result, awards such as the Superior Taste Award serve as both validation and responsibility: a confirmation of excellence, and a commitment to uphold it.

👉 Learn more about the award evaluation here:
https://www.taste-institute.com/en/awarded-products/product-details/7546856918

Nata Pura has been named Product of the Year at the 2025 International Bakery & Confectionery Awards. This marks a major recognition for BY Foods and for the growing global appreciation of Portuguese pastry. The award highlights the product’s quality, innovation, and consistency. It also reflects the strength of a brand that has taken a traditional Portuguese icon to dozens of international markets. While doing so, it has preserved its authenticity.

The International Bakery Awards celebrate products that excel in flavour, creativity, and technical execution. Among a strong group of finalists, Nata Pura stood out for its ability to deliver the true characteristics of a traditional pastel de nata. Even in a frozen format, it preserves those characteristics.

The product keeps its crisp layers, smooth custard, and caramelised top even at scale. As a result, it achieves something few pastries manage without compromise.

Nata Pura enhances the original recipe rather than reinventing it. The brand combines classic baking techniques with modern production methods. This enables both artisan bakeries and large foodservice operators to offer a premium, reliable pastel de nata experience.

This balance between heritage and innovation has been key to its global acceptance.

The award also arrives at a moment when international demand for authentic bakery products is growing rapidly. Consumers are looking for craftsmanship, cultural identity and flavours with a story. Because of that, Nata Pura has become a symbol of this movement. It represents Portuguese culinary heritage with quality that resonates in markets around the world.

For retailers, distributors and potential franchise partners, the distinction sends a strong message. Nata Pura is a brand with clear vision, long-term potential and strong consumer appeal. Consequently, the award strengthens confidence in the brand and supports its continued expansion.

Being named International Bakery Awards Product of the Year 2025 is more than an honour. It validates the strategic vision that defines Nata Pura. More importantly, it marks a new chapter in the journey of a Portuguese icon. Today, it stands as a globally respected bakery favourite.