RRI.CO.ID, Dubai - Indonesian healthy snack producers have successfully entered the Middle Eastern market, with two micro, small, and medium enterprises (MSMEs) marking their inaugural export to Dubai, United Arab Emirates (UAE).

CV Cahaya Sinar Terang and Hundred Seed finalized a deal with Live Better Trading, a UAE-based distributor specializing in health-oriented consumer products, with a total transaction value of USD 10,588.

The achievement is the result of business matching and participation in international trade fairs facilitated by the Ministry of Trade and the Indonesia Trade Promotion Center (ITPC) Dubai.

CV Cahaya Sinar Terang’s breakthrough began at the ISM Middle East 2025 exhibition in Dubai last September. Direct negotiations at the event led to a contract worth USD 5,888 for its Verlin and Nola brands. Live Better Trading has since listed both brands on Amazon UAE, making them available for online purchase as of February 2026.

“This achievement is a real result of the Ministry of Trade’s promotion strategy. Our approach not only brings together business actors with buyers, but also ensures concrete follow-up to produce sustainable transactions and trade contracts,” said Widy Haryono, Head of ITPC Dubai, on Thursday, February 26, 2026, as quoted on the ministry’s official website.

Based in Sleman, Yogyakarta, CV Cahaya Sinar Terang specializes in cereal-based snacks such as granola and puffs. Its success in the UAE market was supported by HACCP (Hazard Analysis and Critical Control Point) certification, obtained in 2023 through a Ministry of Trade program. “Thanks to our participation in various trade fairs facilitated by ITPC Dubai, our products have now successfully penetrated foreign markets,” said Jessica, owner of CV Cahaya Sinar Terang.

Similarly, Bali-based Hundred Seed secured a USD 4,700 deal for its Granola Creations brand through a virtual business matching session, underscoring the effectiveness of digital diplomacy in connecting Indonesian businesses with global buyers.

The UAE market is showing rising demand for processed healthy foods. Mariam, a representative of Live Better Trading, said the smooth verification and customs process for these brands was due to strict compliance with international quality standards. “Products from Verlin and Nola are now officially registered on Amazon UAE while maintaining their original branding. The entire strict verification, inspection, and customs process went smoothly thanks to compliance with quality standards and solid coordination with Indonesian exporters,” she said.

This MSME success contributes to a growing trade relationship between Indonesia and the UAE. In 2025, total trade reached USD 6.44 billion, with Indonesia recording a USD 1.62 billion surplus. While major commodities such as pearls and palm oil dominate the figures, the entry of value-added SME products signals a diversifying export portfolio. ***