Mara chairman Datuk Dr Asyraf Wajdi Dusuki said MIHAS@Dubai, held alongside the Middle East Organic and Natural Product Expo, serves as a gateway for entrepreneurs to enter retail and wholesale markets in the Middle East, Africa and Europe.
Asyraf Wajdi said the entrepreneurs are expected to generate potential sales of up to 40 per cent during the three-day international trade fair starting Monday.
For some entrepreneurs, this is their first showcase, with Mara providing comprehensive guidance from the inception of their businesses, he said.
He said this includes product branding, packaging, capacity building, and sales and marketing, all while ensuring compliance with international halal standards.
"The GTG programme focuses on empowering Bumiputra entrepreneurs and ensuring their products can enter the global market, alongside the existing domestic demand.
"We believe their products have great potential for global expansion and we aim to help them explore new markets, forge collaborations, and achieve long term sustainability.
"Mara's approach is to 'hand-hold' these entrepreneurs, guiding them from the local to the international market.
"Once they succeed internationally, we consider it a success," he said during a press conference with the Malaysian media.
He said showcasing food and beverages was particularly relevant as the United Arab Emirates (UAE) government is focused on food security.
On Monday, deputy prime minister Datuk Seri Dr Ahmad Zahid Hamidi, who is also the chairman of the Halal Industry Development Council, will officially launch MIHAS@Dubai.Zahid is currently on his first official seven-day visit to the UAE.
MIHAS stands for Malaysia International Halal Showcase.
The Malaysia External Trade Development Corporation (Matrade) has set a target of RM1 billion in export sales at MIHAS@Dubai with 250 Malaysian companies participating.