As part of DairyNews.today’s expansion in the MENA region, I attended the Saudi Food Show 2025 — the largest international food exhibition in Riyadh. Often dubbed the "Saudi equivalent of Gulfood," the event may still fall short of the Dubai exhibition in scale, but it plays a distinct role: serving as a focal point for local producers and suppliers who are not always inclined to travel to the UAE. From the very first days, a subtle yet palpable sense of competition between the two coun-tries could be felt — not aggressive, but rather driven by the desire to be recognized as the regional business hub.