Riyadh, Saudi Arabia – May 12-14 ,2025 — Jambo Asali Honey Triumphs at Saudi Arabia Food Show, Authentic Miombo Forest Flavor Captivates and Inspires Global Markets. The bustling halls of the Saudi Arabia Food Show are buzzing with excitement, and at the centre of it all is a golden treasure from East Africa: Jambo Asali from Tanzania. Making its official debut at this prestigious international expo, the Tanzanian brand has taken center stage, impressing visitors and buyers from across the globe with its pure, organic, and distinctly Tanzanian flavour.
The Tanzanian honey booth, adorned with vibrant honey brands and the aroma of raw honey, quickly became a hotspot for curious food lovers, health enthusiasts, and international business representatives. The brand Jambo Asali, owned by Tanzania International Bee Co. Ltd, is known for producing high-quality honey sourced directly from rural Tanzanian beekeepers and processed at the state-of-the-art Kibondo Honey Processing Centre, packed and accessed to the Markets both local and International.
Miombo Forest Honey: A Wild Taste of Tanzania from Jambo Asali
Sourced from the pristine Miombo woodlands of western Tanzania, this raw, organic honey carries a deep amber hue and a rich, smoky-sweet flavor that visitors described as “unforgettable” and “wildly exotic.” The Miombo forest, a unique ecosystem teeming with biodiversity, produces nectar with a taste profile unlike any other in the world.
“It’s not just honey, it’s a taste of untouched nature from Africa” said one visitor from Germany. Others echoed similar sentiments, describing Miombo Forest Honey as a standout discovery of the show.
Many buyers and food connoisseurs were fascinated to learn that this forest honey is harvested sustainably by rural Tanzanian communities, using traditional and eco-friendly beekeeping methods passed down for generations. The fusion of tradition and innovation has made Jambo Asali not just a product, but a cultural ambassador for Tanzania’s rich natural heritage.
Visitors Amazed by Tanzania’s Natural Sweetness
“This is the most authentic honey I’ve tasted in years!” exclaimed a Saudi health food distributor after sampling Jambo Asali honey. The rich taste, unique floral undertones, and natural purity of Jambo Asali left a strong impression, leading to a flood of interest from both retail and wholesale buyers.
Visitors were especially drawn to the story behind the honey, how it empowers Tanzanian rural communities, especially women and youth, through sustainable beekeeping and value-chain development. The brand’s commitment to ecological sustainability and fair trade also resonated with environmentally conscious consumers and businesses. Attracting Global Business Interest
By the second day of the show, over 70 business-to-business meetings had already taken place at the Jambo Asali stand. Representatives from the United Arab Emirates, Saudi Arabia, Kuwait, Italy, France,Finland,Polland China and Germany expressed strong interest in forming long-term import partnerships. Many buyers praised Jambo Asali for meeting international quality and sustainable supply, making it ideal for retail shelves in premium supermarkets and organic stores worldwide.
One Saudi investor, impressed by the product’s backstory and quality, remarked, “This is more than honey , it’s a story of Africa’s natural wealth. I’m interested in importing Jambo Asali not just for Saudi Arabia, but for broader GCC markets.”
A Milestone for Tanzanian Agribusiness
For Tanzania International Bee Co. Ltd, this moment marks a significant leap forward. After securing export contracts in Europe in recent years, the opportunity to expand into Middle Eastern markets represents a major win for the brand and for Tanzania’s emerging agribusiness sector.
“We are proud to represent Tanzanian excellence on this global stage,” said the company’s director. “Jambo Asali is not just a product, it’s a movement to connect local beekeepers with global opportunities.”
Looking Ahead
With the Saudi Arabia Food Show still ongoing, the momentum continues to build. The Jambo Asali team is optimistic about closing additional export deals and securing regional distribution partnerships that will bring Tanzanian honey to shelves in Doha, Dubai, Jeddah, Paris, China and beyond.
As the expo draws global attention to sustainable and premium food products, Jambo Asali stands out as a shining example of African entrepreneurship, environmental consciousness, and irresistible taste.
