The mission to Saudi Arabia focused on exploring opportunities to expand agri-food trade cooperation in the Middle East market. The mission aimed to consolidate and strengthen the relationship between the two food sectors, with an emphasis and focus on the export of high quality Italian fresh agricultural products. The mission included visits by technical teams, together with MacFrut, to the main wholesale markets and retail outlets to assess the demand, prices and quality of fruit and vegetables in Saudi Arabia, while analysing the potential for Italian products to enter these markets, in collaboration with the Italian Consulate in Jeddah and the Jeddah Chamber of Commerce.