AgraME rebrands as GROWTECH. MIDDLE EAST, uniting regional legacy with global agri-tech power

After establishing itself as the GCC's most trusted agricultural trade platform for the past 17 years, AgraME (Agra Middle East), the region’s longest-running agriculture, animal, and aquaculture farming exhibition, has announced its rebranding as GROWTECH. MIDDLE EAST. This strategic integration into one unified global platform — alongside GROWTECH. ANTALYA and GROWTECH. JAKARTA elevates the event’s mission to connect agricultural innovators across continents.

Commenting on the strategic vision behind the rebrand, Ahmed Khalil, Portfolio Director, said: "The evolution to GROWTECH. MIDDLE EAST represents the natural next step in our journey to serve the agricultural community. We’re not changing who we are; we’re amplifying our impact by connecting our region’s producers with the best innovations from around the world. Our 17-year legacy of trust and results remains the foundation, but now we’re building something even more powerful: a truly global platform for agricultural advancement that serves the unique needs of the Middle East while opening doors to international markets and partnerships."

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He added: "This growth is fully aligned with our One Informa commitment: one unified vision, one global standard, and one integrated ecosystem that strengthens every event across our portfolio. With GROWTECH. MIDDLE EAST, we’re scaling not just agriculture, but all three core pillars of the food production ecosystem — agriculture, animal health, and aquaculture, ensuring each sector gains the visibility, expertise, and global collaboration it deserves."

The formal partnership was cemented through a Memorandum of Understanding (MoU) signing ceremony at GROWTECH. Antalya 2025, held on 19 November 2025 at the ANFAŞ Expo Center in Türkiye.

The integration brings together GROWTECH. MIDDLE EAST's (formerly AgraME’s) deep understanding of GCC market dynamics and longstanding relationships with regional governments and agricultural authorities, with GROWTECH. ANTALYA’s global leadership in greenhouse technologies, plant breeding, and sustainable farming innovations. Together, these exhibitions attract over 40,000 agricultural professionals annually and facilitate millions of dollars in trade agreements.

GROWTECH. ANTALYA has established itself as the world’s largest greenhouse technologies trade fair, consistently breaking attendance and participation records. The 2024 edition brought together 684 exhibitors from 31 countries and 39,575 agricultural professionals, with international visitors comprising 42% of total attendance. The 2025 edition is projected to host over 700 exhibitors from 36 countries and welcome more than 40,000 visitors.

While GROWTECH. MIDDLE EAST (formerly AgraME) has built strong regional expertise across agriculture, horticulture, livestock, and aquaculture — addressing the unique farming needs of the GCC, the integration with GROWTECH. significantly expands its product portfolio. The unified platform will now offer a 360-degree view of agricultural technology, incorporating greenhouse systems, irrigation innovations, seed development, plant nutrition, and precision agriculture solutions that have made GROWTECH. ANTALYA a global benchmark.

The inaugural edition of GROWTECH. MIDDLE EAST under its new brand identity will take place on 8–10 September 2026 in Dubai, UAE. The three-day event will provide extensive opportunities for business partnerships, product demonstrations, and knowledge exchange.

Engin Er, exhibition director, GROWTECH. Antalya and Jakarta, commented: "We are pleased to introduce the GROWTECH. brand to the Middle East, a region with tremendous potential for agricultural innovation and growth. The integration allows us to extend our mission of connecting agricultural professionals to new markets. We look forward to contributing our expertise in greenhouse technologies, sustainable practices, and startup innovation to create exciting opportunities for the GCC agricultural community and beyond."

The transformation of AgraME into GROWTECH. MIDDLE EAST marks a pivotal moment for agricultural technology exchange in the GCC. By uniting strong regional knowledge with established global exhibition leadership, the platform creates new opportunities for agricultural professionals, technology providers, investors, and policymakers to collaborate on solutions that address food security, sustainability, and economic development challenges in the Middle East and beyond.