Gulfood Exhibition: Signage and Food Industry Branding Guide

Last year, I walked through Hall 6 at Gulfood and counted exactly 47 food brands competing for attention within a 200-meter stretch. Some booths had visitors queuing for samples. Others? Completely ignored. The difference wasn't the product - it was the branding.

Gulfood runs from February 16-20 at Dubai World Trade Centre, and if you're exhibiting, you've got about 3.2 seconds to grab someone's attention as they walk past your booth. That's not a guess - our client tracked it with eye-tracking software last year. Three seconds. That's it.

Here's what I've learned after helping 28 different food and beverage companies set up their Gulfood booths over the past six years.

Understanding Gulfood's Specific Requirements

Before we talk design, let's talk rules. Dubai World Trade Centre has strict regulations, and Gulfood adds another layer for food industry exhibitors.

Hall-Specific Regulations

Gulfood spans 8 halls, and each has different requirements based on what you're displaying:

• Halls 1-3 (Beverages, Dairy, Fats & Oils): Standard exhibition materials allowed
• Hall 4 (Meat & Poultry): Temperature-controlled zones require moisture-resistant signage
• Hall 5 (Fresh Produce): Food-safe materials mandatory for all booth graphics
• Hall 6 (Powdered Products): Anti-static materials recommended for PVC banners
• Hall 7-8 (Health & Organic): Eco-friendly materials preferred by visitors

Food-Safe Materials: What Actually Matters

When you're displaying food products, everything within 2 meters of consumables needs to meet food-safety standards. Not everything - but more than you think.

Materials That Need Food-Safe Certification

1. Tablecloths and Fabric Backdrops: Must be food-grade polyester, washable at 60C minimum
2. Countertop Graphics: Direct contact surfaces need FDA-approved or EU-compliant vinyl
3. Product Labels and Packaging Samples: Obviously, but people forget display copies need same standards
4. Standees and Floor Graphics: If within the food display zone (that 2-meter radius)

Materials Where Standard Grade Works Fine

• Overhead hanging banners (above 2.5 meters)
• Backdrop walls behind product displays (if no direct contact)
• Rollup banners for wayfinding (outside food zones)
• Ceiling graphics and suspended signs

The cost difference? Food-safe vinyl runs about 30% more than standard exhibition vinyl. On a typical 9 sqm booth, that's an extra contact us for pricing. Budget for it upfront.

Signage Strategy: What Actually Works at Gulfood

I've tested this with clients. Here's what pulls visitors versus what gets ignored:

The Power Wall (Your Backdrop)

Your backdrop wall should be 2.4 meters tall minimum - that's the sweet spot where people see it from across the hall but it doesn't trigger the double-height booth fees that kick in at 3 meters.

Three elements that work:

• Your brand name: 400mm tall letters, minimum. Smaller doesn't register from 10 meters away
• One hero product image: Not five products. One. Make it 60% of the backdrop width
• Your unique value proposition: Seven words maximum. "UAE's First Organic Cold-Pressed Juice" works. "Premium Quality Products for Health-Conscious Consumers" doesn't

Counter Graphics That Convert

Most exhibitors ignore the counter front. Huge mistake. When someone stops at your booth, they spend an average of 47 seconds there. For 40 of those seconds, they're looking at or near your counter while talking to your staff.

Your counter graphic should show:

1. Product range overview (icons or small images)
2. Key certifications (Halal, Organic, FDA, whatever applies)
3. Your booth number (people forget and can't find you again)
4. A clear call-to-action ("Request Samples" or "Book Meeting")

Packaging and Label Requirements

If you're launching products or showing packaging at Gulfood, listen up. Dubai Municipality and DWTC have gotten stricter about this.

What You Can Display

For pre-packaged products:

• Dummy packages: Empty containers with your labels - totally fine
• Sealed retail packages: Allowed if properly labeled with Arabic ingredients list
• Sample portions: Individual sealed samples (like coffee sachets) are permitted

What You Cannot Display

• Open food samples without sneeze guards (Health & Safety will shut you down)
• Products with alcohol content in Halls 5-8 (check your hall assignment)
• Anything claiming health benefits without MOCCAE approval documentation visible

The Arabic Label Requirement

Here's something that catches exhibitors every year: If you're displaying any product that would require Arabic labeling for UAE retail sale, you need it on display copies too. Even if you're not selling at the event.

Minimum Arabic label requirements:

• Product name in Arabic
• Ingredients list (if applicable)
• Net weight/volume
• Country of origin
• Manufacturer/importer details

Getting emergency Arabic labels printed during Gulfood? Plan on contact us for pricing per hour for rush translation and printing. Or get it done right now and save yourself the stress.

Pricing Reality Check: Gulfood Branding Costs

Let's talk numbers. Here's what you're actually looking at for a standard 9 sqm booth:

Item	Specification	Price Range (AED)
Backdrop Wall (3m x 2.4m)	Food-safe fabric, metal frame	1,800 - 2,400
Counter Wrap Graphics	Food-safe vinyl, 3 sides	650 - 900
Hanging Banner (2m x 1m)	Standard vinyl, double-sided	380 - 520
Floor Graphics (3 sqm)	Anti-slip, food-safe laminate	550 - 750
Rollup Banners (set of 2)	85cm x 200cm, standard	280 - 380
Product Labels (500 units)	Food-safe stickers with Arabic	420 - 680
Brochure Stand	Acrylic, A4 size	120 - 180
Total Package	Complete booth branding	4,200 - 5,800

Add 15-20% if you need rush production (less than 5 working days before event). During Gulfood week, some printers charge double. Book early.

Timeline: When to Order What

This is where people mess up. Here's the realistic timeline:

6 Weeks Before (January 5,)

• Finalize booth design and layout
• Order custom fabric backdrops (these take longest)
• Submit designs for food-safe material certification if required
• Book your printing vendor (good ones get fully booked)

4 Weeks Before (January 19,)

• Order all vinyl graphics and banners
• Print product labels and packaging samples
• Order promotional materials (brochures, business cards)

2 Weeks Before (February 2,)

• Final quality check on all materials
• Organize materials for shipping to DWTC
• Confirm installation team booking

Setup Week (February 14-15,)

• DWTC setup begins February 14
• Book installation crew early - they charge contact us for pricing/hour during setup week
• Keep digital files handy for emergency reprints

Special Considerations for F&B Brands

Halal Certification Display

If your product is Halal certified (and in UAE, it should be), make that certification logo prominent. We're talking 200mm x 200mm minimum on your main backdrop. It matters to buyers here.

Allergen Information Graphics

More buyers are asking about allergens upfront. Consider a simple icon chart on your counter showing common allergens your products do/don't contain. It speeds up conversations.

Sustainability Messaging

The organic and sustainability halls (7-8) saw 56% more traffic in versus 2024. If you have any environmental credentials, show them clearly. "100% Recyclable Packaging" or "Carbon Neutral Production" resonates with UAE buyers now.

Common Mistakes I See Every Year

Let me save you from these costly errors:

1. The Website Screenshot Syndrome

Stop. Don't just blow up your website design for your booth backdrop. Websites are designed for 30cm viewing distance. Booth graphics are viewed from 8-15 meters away. Different rules apply. Text needs to be 5-7 times larger than you think.

2. The Certification Graveyard

Yes, you have ISO 22000, HACCP, FDA approval, and seven other certifications. Don't make a wall of tiny logos that nobody can read. Pick your top 3 most relevant certifications and make them visible. Rest can go on brochures.

3. The Multilingual Mess

Trying to fit English, Arabic, and French on the same banner? It looks cluttered. Use English and Arabic on main signage. Have supplementary materials in other languages if your target markets need them.

4. The Forgotten Lighting

Your beautiful backdrop graphics look terrible under standard exhibition lighting. Budget for spotlight rentals (contact us for pricing per light from DWTC). Two spotlights minimum - one on your backdrop, one on your counter display.

Working With Dubai Printers: What to Expect

The Dubai printing market is different from Europe or North America. Here's what you need to know:

Material Availability

Most food-safe materials are imported, which means 3-5 day lead times minimum. "Standard" vinyl and fabric are available same-day or next-day. Plan accordingly.

Proof Approval Process

Request PDF proofs with dimensions clearly marked. We've seen too many cases where "3 meters" meant different things to client and printer. Get color-accurate proofs if brand colors matter (they should).

Installation Services

Most Dubai print shops offer installation, but during Gulfood they're overwhelmed. Book installation when you book printing. Installation during non-event times: contact us for pricing/hour. During Gulfood setup: contact us for pricing/hour.

Last-Minute Emergency Kit

Things go wrong. Always bring to DWTC:

• USB drive with all your graphics in PDF and high-res PNG
• Roll of strong double-sided tape (for graphics that start peeling)
• Business cards - minimum 500 (you'll run out by day 2 if your booth is successful)
• Portable phone charger (power outlets at booths fill up fast)
• Contact number for your printer (for emergency reprints)