BAKU, Azerbaijan, September 21. Turkmen confectionery companies are leveraging ISM Middle East 2025 to increase international recognition and attract new markets, a source from the participating company Balsheker told Trend.
A company source explained that their main goal at the
exhibition is to draw attention to Balsheker’s products, including
children’s food, candies, snacks, and bakery items offered at
competitive prices.
The exhibition, held from September 15 to 17 at the Dubai World
Trade Centre, brought together leading global brands, innovative
products, and industry professionals from the Middle East, Africa,
and Asia. Organizers describe ISM Middle East as a platform for
sharing expertise, showcasing next-generation products, and driving
business growth.
Participation in international exhibitions is seen as a key driver for increasing both recognition and export potential.
“Taking part in international exhibitions significantly increases the recognition and export potential of confectionery products, providing the company with the opportunity to showcase products to a wide international audience, attract new customers and distributors, find partners for entering foreign markets, and study competitors and new trends in the confectionery industry,” the source said.
Turkmen companies also carefully plan their exhibition objectives to maximize results. According to the representative, they assess potential outcomes, including the number of meetings with clients and partners, new international contracts signed, revenue generated from new international customers, brand mentions in foreign media and social networks, and website traffic from new regions.
“Summarizing the data, we evaluate the influence and prospects of participation in exhibitions,” the source added.
Täze aý, Bars, Hasar, and Kilwan are among the Turkmen brands presenting their products at the event. Balsheker, founded in 2010, produces marshmallows, marmalade, cookies, and craft chocolate with an annual production capacity of 6,600 tons. Hasar, the largest and most well-known confectionery manufacturer in Turkmenistan, combines production with social responsibility initiatives, supporting orphanages and community projects. Kilwan manufactures cookies, waffles, and caramel treats according to international standards, while Täze aý produces around 500 types of food products, including confectionery, dairy, and sausages, in ISO-certified facilities.
The exhibition provides opportunities for networking, discussing industry trends, and exploring partnerships. Turkmen companies also showcase their products at WorldFood Moscow 2025 from September 16–19, further expanding their presence in international food markets.
