Philippine food brands have a strong opportunity to expand beyond Filipino communities and enter mainstream international markets, with the UAE serving as one of the most strategic gateways for global growth, according to Shankar Trading Co. L.L.C. CEO Raju Gidwani.
Gidwani, who has worked with Philippine manufacturers for more than three decades, said Filipino products have already built a strong presence among overseas Filipinos in the UAE. But he believes the next stage of growth requires manufacturers to think bigger — beyond ethnic shelves, beyond diaspora demand, and toward the wider multicultural consumer market.
“The UAE is a gateway of the world,” Gidwani said. “If any product hits our market, it can go to many countries, not only in the Middle East.”
Home to more than 200 nationalities, the UAE offers Philippine brands exposure to consumers from different cultures, income groups, and food preferences. For Gidwani, this makes the country not only an important destination market, but also a testing ground for products that can potentially reach other markets across the Gulf, Asia, Africa, Europe, and beyond.
Gidwani recently joined IFEX Philippines 2026, the country’s premier international food trade exhibition in Manila. According to a social media post by the Philippine Trade and Investment Center in Dubai, PTIC-Dubai brought in its largest delegation of top buyers to the 2026 International Food Exhibition, led by Gidwani.
For Gidwani, the strong buyer presence at IFEX reflects the growing interest in Philippine food products from overseas markets, particularly the Middle East.
Affordability remains key
While Gidwani sees global potential for Philippine food, he said manufacturers must first understand the realities of the market they are trying to serve.
One of the biggest lessons from his decades in the UAE is that Filipino consumers abroad continue to look for products that are familiar, reliable, and affordable.
“The majority of the Filipino community are looking for affordable products, not premium products,” he said. “People need their product. They are looking for the same taste with similar kind of pricing.”
He said many overseas Filipinos carefully manage their income between daily expenses in the UAE and remittances to families in the Philippines. Because of this, products designed only for premium or niche consumers may struggle to gain traction.
Gidwani said manufacturers should develop products that are “suitable for every pocket,” especially if they want to achieve scale in overseas markets.
During his visit to IFEX Philippines 2026, Gidwani said he observed many promising products, including premium concepts and innovative food items. However, he noted that some may not be suitable for the UAE market if the price point is too high.
“I found a lot of good premium products there, but it’s not meant for UAE, to be very honest,” he said, adding that competitiveness must begin with price, packaging, compliance, and market fit.
From ethnic shelves to mainstream retail
Shankar Trading, one of the Middle East’s leading distributors of Philippine food products, has helped bring Filipino brands to consumers across the UAE for more than 30 years.
While the company remains deeply connected to the Filipino community, Gidwani said part of its work in recent years has been to help Philippine brands move into mainstream channels and reach non-Filipino consumers.
He said several products have already made that transition successfully, showing that Filipino food can compete with international brands when supported by the right strategy.
“We successfully developed a lot of products in the last five years, which now are serving the mainstream,” he said.
For this to happen more widely, Gidwani said Philippine manufacturers must be ready to adapt their products for international markets. This includes improving packaging, meeting compliance requirements, adjusting labeling, ensuring competitive pricing, and understanding the expectations of retailers and consumers abroad.
He said some manufacturers initially question why they should adjust their packaging or product presentation for one country. But for Gidwani, this is part of the discipline required to succeed in export markets.
“If you want success in your business, you have to do all this,” he said, emphasizing that products on UAE shelves must be able to stand alongside global brands.
IFEX as a platform for global expansion
Gidwani has been attending IFEX Philippines for more than 20 years and said he has seen the show improve over time. He noted better booth presentations and a stronger range of products, but said there is still room to raise the exhibition to a more international standard.
He urged organizers and Philippine stakeholders to continue holding IFEX annually, saying regular engagement with overseas buyers is important for export development.
He also encouraged stronger guidance for smaller Philippine manufacturers, particularly those with good products but limited experience in export markets.
“There should be guidance for the new players in the Philippines from the DTI side,” he said. “Give them proper guidance, encourage them with support, and welcome them to get success.”
Gidwani said export growth requires more than having a good product. It requires patience, investment, compliance, market education, and a willingness to learn from initial losses or challenges.
He said many Philippine products have strong potential, but manufacturers must understand that export markets involve different levels of preparation compared to domestic selling.
“Export market is a different volume,” he said. “There are a lot of activities required to popularize the product, to launch the product, and develop.”
Beyond bananas and pineapples
Gidwani also believes the Philippines has room to grow its global food export identity beyond traditional categories such as bananas, pineapples, and other fruit products.
He said the country has many products that can be introduced to wider global markets, particularly if manufacturers receive the right support in pricing, compliance, distribution, and brand positioning.
“Philippines has a lot of good range of products,” he said. “But the thing is approach, guidelines, compliances — so many things have to be followed properly.”
For Gidwani, promoting Philippine food has become more than business.
“To promote Philippine food is my passion,” he said, adding that Shankar Trading remains open to sharing market insights with manufacturers and government stakeholders who want to strengthen the country’s export performance.
As Filipino products continue gaining shelf space in the UAE, Gidwani believes the next opportunity is clear: Philippine brands must preserve their connection to overseas Filipinos while also building products that can appeal to the wider world.
The UAE, he said, gives them that chance.
For Philippine manufacturers ready to compete internationally, the message is direct: understand the market, price correctly, package globally, comply fully, and think beyond the Filipino aisle.
