Alaa Al Shimmari

Results-driven trade and business development professional with over 15 years’ experience, specialising in market access, stakeholder engagement, and strategic partnerships across the Middle East and UK. Proven expertise in supporting international expansion, advising food and beverage brands on export strategies, and delivering in-market trade opportunities in the HORECA and retail sectors.

At Expo2020 Dubai, supported the Israeli Pavilion by managing Kosher catering operations and leading food tech events, engaging directly with international companies exploring UAE market entry. Frequently collaborated with Gulf Trade initiatives to support businesses with regulatory navigation, market introductions, and setup across the UAE. Developed strong working relationships with regional retail giants such as Carrefour and Lulu Hypermarket, identifying sourcing and product placement opportunities for UK and international brands.

Led end-to-end event planning for high-profile initiatives such as Ride for Unity, including full responsibility for catering, logistics, and sponsor acquisition for the Jabal Jais cycling event. Secured major partners including Baker’s Kitchen, NIO, and Wolfi’s Bikes, significantly increasing event visibility and impact.

Collaborated with leading organisations including Al-Futtaim, the UAE Ministry of Foreign Affairs, and the British Council. PMP-certified, fluent in English and Arabic, with a proven track record of delivering tailored trade advice, gathering market intelligence, and cultivating cross-sector partnerships to support Scottish and UK trade objectives in the region.