A group of agro-processors could be reaching their breakthrough on an international stage next week during the Anuga International Trade Fair in Germany. The 36 will have an opportunity to showcase their products to food importers from across the globe.
The trade takes place from 4 to 8 October under the theme “Anuga 2025 is sustainable growth”, which calls for concerted efforts aimed at creating a balance between economic prosperity and environmental protection.
According to the deputy minister of trade, industry and competition, Zuko Godlimpi, the agro-processors are from six provinces in South Africa, and the aim is to expose them to the world’s largest and most important food and beverage fair.
Reaching new export markets
“This fair trade attracts distributors, retailers, importers and wholesalers of food and beverages from all continents. One of the objectives of the scheme is to facilitate market entry for South African products and services into new markets,” he said.
Godlimpi said the assistance provided to companies to seek export markets for their products globally is in line with the country’s export market diversification initiatives.
“This is part of the South African government’s contribution towards ensuring that export-led industrialisation aimed at spurring economic growth in the country is stimulated. Our total efforts are aimed at increasing South Africa’s capacity for exporting diversified and value-added goods and services to various global markets.
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“Assisting companies to participate in Anuga and showcase their proudly South African products to the world is part of the department of trade, industry and competition’s efforts to promote exports of South African value-added goods globally. This is done through strategic export promotion mechanisms, including access to international markets,” he said.
Godlimpi added that the initiative is part of the department’s efforts to diversify export markets by seeking alternative markets to alleviate the impact of the United States’ tariffs on South Africa’s economy.
Participating in Anuga will go a long way in exposing South African companies to available opportunities worldwide, particularly in Europe, as well as creating awareness for South African products globally.
Promoting proudly South African products
“Anuga presents the South African companies with an opportunity to position themselves as important suppliers of packaged and processed food products.
“It offers a perfect platform to promote South Africa’s agro-processing industry internationally in order to consolidate and establish market presence of South African products in Europe and the rest of the world,” Godlimpi said.
The co-founder and managing director of Niice Foods, Taryn Muller, said she is confident that her company’s products will capture the attention of the international importers.
Niice Foods manufactures value-added macadamia nut products, including macadamia cooking oil, macadamia nut butter spreads, and seasonings. The products are already exported to Germany, the United States of America, Mauritius and Malaysia.
“Our main objective for travelling to Germany is to secure new retail, import, and distribution partners in key European Union countries and the United Arab Emirates.
“This will be our second consecutive participation in the fair. Anuga 2023 provided an incredible platform for us to showcase our premium value-added macadamia ready-to-eat products to the world, and the event proved extremely fruitful,” she said.
She describes Niice Foods’ products as 100% South African, plant-based and free from animal ingredients.
“We will use our participation to elevate brand recognition and showcase our new value-added macadamia. Our premium macadamia cooking oil is our flagship product and is positioned perfectly as a more affordable, functional, and versatile cooking oil with an extremely favourable health profile compared to the established olive oil and other vegetable oils,” she said.
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