Export stories: Q&A with Sitti Mariyah Abu, Senior Trade Advisor for the Middle East

To mark the 10th anniversary of Scotland Food & Drink Partnership’s export programme, we spoke with Sitti Mariyah Abu, Senior Trade Advisor for the Middle East. With years of experience promoting premium Scottish food and drink products across the UAE and Gulf Cooperation Council (GCC) countries, Sitti reflects on her achievements, challenges, and the evolving perception of Scottish produce in the region.

Q: Reflecting on your time as an in-market specialist, what achievement or moment are you proudest of?

 

Sitti: Without a doubt, one of the highlights of my career was during COP28 in the UAE. It’s an event typically focused on energy and sustainability, but we managed to bring Scottish food and drink to the forefront during an evening reception hosted by the First Minister of Scotland. It was a rare opportunity to showcase Scottish produce alongside conversations about energy, science, and technology.

 

We secured £30 million in sponsorship and introduced 40 Scottish brands to the UAE market. Whisky, with its strong sustainability story, played a key role in demonstrating Scotland’s commitment to both quality and environmental consciousness. The event not only boosted Scotland’s profile in the Middle East but also cemented food and drink as an integral part of Scotland’s broader narrative on sustainability and innovation.

Q: What’s your favourite Scottish product that you’ve introduced to the middle eastern market, and why does it resonate?

 

Sitti: Scottish salmon is undoubtedly my favourite. It’s a premium product that perfectly represents Scotland’s high standards in aquaculture, sustainability, and food safety. In the UAE and across the GCC, Scottish salmon is widely regarded as a luxury item, often featured on the menus of fine-dining establishments and used by high-profile chefs.

 

While Norwegian salmon dominates the market, Scottish salmon stands out for its superior quality and the story behind it—clean waters, sustainable farming practices, and meticulous attention to detail. Year on year, demand continues to grow, with consumers willing to pay a premium for healthier, responsibly farmed options.

 

I often work with Seafood Scotland and Salmon Scotland to highlight these attributes, which sets this fish apart in a highly competitive market, resulting in Michelin-starred MINA Brasseries featuring it regularly on their menu. For me, it’s a product that should be a staple on every fine dining table in the UAE and beyond!

Q: Can you tell us about any major challenges you’ve faced in bringing Scottish products to market?

 

Sitti: One of the biggest challenges is educating buyers and consumers about why Scottish products are priced 20-30% higher than local or other international alternatives. Often, price is the first thing buyers focus on, but I believe it shouldn’t be the only consideration.

 

To address this, I focus on storytelling—highlighting Scotland’s sustainable practices, innovative farming methods, and commitment to quality. For example, I’ve shared how Arbikie Distillery is using hydrogen in its operations to reduce environmental impact, and how Scottish salmon producers prioritise low-density farming for superior fish health.

 

By showcasing these differences, we’ve been able to shift the conversation from price to value, helping buyers understand the premium positioning of Scottish products and how they align with the growing demand for sustainable, high-quality food.

Q: What Scottish brands or produce has pleasantly surprised you in its uptake in your region?

 

Sitti: Graham’s the family Dairy is a fantastic example. When they launched their yoghurt in the UAE, I wasn’t sure how it would perform given the strong market competition. But it was incredibly well-received, with buyers praising its high protein content, low sugar levels, and premium quality.

 

In just two years, Graham’s has grown significantly, with their products now featured in major retailers like Spinney’s—the leading supermarket chain in the UAE— which has since expanded its range to include 24 Graham’s Dairy products.

 

I believe it’s a perfect example of how Scottish brands can succeed with the right positioning and partner relationships.

Q: Are there any Scottish brands or products you see as particularly primed for growth in your market?

 

Sitti: Organic and less-processed foods are seeing significant growth in the UAE, particularly among affluent consumers. Organic salmon is a rising star—it’s experiencing double-digit growth as health-conscious buyers look for premium, sustainable options. Scottish seafood beyond salmon, such as lobster, langoustine, and mackerel, also holds great potential in the luxury dining and retail sectors.

 

I see huge opportunities for premium grocery products, too. Shortbread and oat-based snacks, with their combination of heritage and health appeal, are well-positioned to cater to the region’s demand for indulgent yet health-conscious snacks.

Q: How have you seen the perception of Scottish food and drink evolve over the past decade in your region?

 

Sitti: The perception has shifted significantly. A decade ago, Scottish food and drink was mostly associated with whisky and perhaps salmon. Today, thanks to consistent efforts in storytelling and sustainability, Scotland is seen as a leader in high-quality, environmentally friendly produce.

 

Sustainability has become a major selling point, especially post-COP28. Buyers and consumers alike now prioritise environmentally friendly practices, from packaging to production methods. Scotland’s commitment to these values has helped it stand out in a competitive marketplace, driving year-on-year growth for its exports.

Q: Any final reflections on your time as an in-market specialist?

 

Sitti: One of the standout success stories post-COVID has been Mackintosh of Glendaveny, a premium Scottish rapeseed oil producer. After their operations were disrupted during the pandemic, we helped them re-enter the UAE market.

 

In fact, earlier this year, they secured their first order with Kibsons International, the UAE’s leading e-commerce platform, and have since expanded their presence by securing business with Fresh Express, a leading supplier of premium food and beverages in the UAE. They are now in discussions to further grow their footprint with high-end retailers, hotels, and restaurants across the region.

 

It’s moments like these—helping brands overcome barriers and thrive in new markets—that remind me why I love what I do. Scottish food and drink have so much to offer, and I’m proud to play a part in sharing that with the world.

 

To find out more about the programme export support available for food and drink businesses, please visit: https://www.scottish-enterprise.com/support-for-businesses/exports-and-international-markets

The export programme is built on a four-way collaboration between exporting companies, Scotland-based trade specialists, in-market specialists, and industry partners:

• Scottish Development International
• AHDB
• Opportunity North East (ONE)
• Salmon Scotland
• Seafood Scotland
• Quality Meat Scotland (QMS).