As the world’s largest annual food trade event, Gulfood takes place from 26–30 January 2026, and is set to welcome thousands of food professionals from around the world.
For the first time, the show will span two venues: the Dubai Exhibition Centre and Dubai World Trade Centre.
The CPB will highlight the versatility, taste and nutritional benefits of its high-quality California Prunes in the USA Pavilion, which this year is situated in the Dubai Exhibition Centre.
Visitors to CPB’s stand will be given the chance to try out the multi-award-winning and innovative California Prunes Virtual Reality experience, which offers an immersive journey to the California prune orchards and showcases the industry’s best-in-class growing, harvesting and drying practices.
Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, explains: “California is the global leader in premium prune production. Every prune reflects generations of craftsmanship combined with rigorous agricultural and quality standards."
“What better way to bring this story to life and to the doorsteps of our international trade partners than with our groundbreaking Virtual Reality experience."
"Now available in a range of languages, including English, Japanese, Vietnamese and Italian, stand visitors can learn more about California Prunes in a fun and engaging way, without even leaving our booth!”
As part of CPB’s wider trade engagement programme, California Prunes will also be showcased at FOODEX Japan, Asia’s leading food and beverage exhibition, which is taking place at Tokyo Big Sight from 10–13 March 2026.
Later that month, CPB will travel to Ho Chi Minh City to highlight the benefits of California Prunes at the Food & Hotel Vietnam Show, held from 24–26 March 2026.
Esther adds: “Taking our Virtual Reality experience on the road allows us to engage directly with new and existing trade partners. Face-to-face meetings remain vital when demonstrating the benefits California Prunes can bring to businesses."
“Launching our 2026 programme at Gulfood and taking part in leading shows like FOODEX and Food and Hotel Vietnam enables us to strengthen existing relationships while meeting potential new partners looking to tap into growing global demand for natural, healthy and plant-based ingredients.”
Supported by exceptional growing conditions and stringent agricultural standards, California remains a reliable and consistent source of premium prunes, offering high-quality prunes, uniform sizing and a dependable, year-round supply.