VIV MEA joins VIV Europe and VIV Asia as the third international hub in the organizer's portfolio of major business events for the animal protein sectors.
The new event will be the new specialist Feed-To-Meat show serving the poultry, aquaculture and dairy industries in the Middle East, Africa, India and Central Asia.
VIV Worldwide project manager, Ruwan Berculo, said: "We will be using all our experience with our existing international hubs – VIV Asia and VIV Europe - to make sure that VIV MEA exactly serves the businesses that produce and process animal proteins within the region that extends from the Middle East to India and down into Africa."
For all these targeted visitors, Abu Dhabi is an affordable destination within easy reach.
Specialised regional platform
Mr Berculo explained: "The region deserves to have its own specialized regional platform bringing together international suppliers and the region's producers of poultry meat, eggs, fish and milk. We are really excited that, with the launch of VIV MEA, this will become a reality in February 2016."
He expects the initial edition to have approximately 200 exhibitors from all parts of the world, presenting their products and services to about 4,000 of the region's top decision-makers and buyers.
Fast pace forward
Mr Berculo said: "The timing is absolutely right to start this initiative. Our primary target zone of countries in the Middle East and North Africa is seeing a rapid development of their animal protein capability because they want to produce food and not just import it. Their whole food economy is moving ahead at a fast pace and the investments in the region are increasing all the time."
Location Abu Dhabi
The first VIV MEA will take place in Abu Dhabi from 16 to 18 February 2016. The choice of the capital city of the United Arab Emirates as the location for VIV MEA emphasises its credentials in agricultural development as well as its strategic importance as the region's principal international trading centre.
Mr Berculo said: "Abu Dhabi focuses specifically on supporting trade shows in the field of sustainable agriculture. It is safe and reached easily, receiving direct flights from airports around the world."
A further plus is the opportunity to hold the show in the Middle East's largest and most modern events venue - the Abu Dhabi National Exhibition Center or ADNEC. This municipal facility, backed by the city and UAE authorities, is only about 20 minutes from the airport and is surrounded by a range of reasonably-priced hotels.
Mr Berculo said: "The halls we will use are situated next to the main entrance so they are very convenient for our visitors and exhibitors."
Full week of activities
While the show itself opens on a Tuesday, Mr Berculo suggests that visitors aim to be in Abu Dhabi from Monday onwards in order to participate in the international education programme consisting of seminars and conferences on poultry meat, eggs, fish and milk.
He explained: "To make that week even more attractive, immediately after VIV MEA, our visitors have the chance to go on to Dubai for the Gulf Food Show that opens there on 19 February 2016. It is the world's biggest food show and of great importance to all food industries in the Arabian Gulf area."