The South African pavilion at this year’s Anuga food fair features 38 uniquely South African products. Gordon Gleimius, deputy director export promotions Europe at the department of trade and industry (dti) is an old hand at the event. He has however lost none of his enthusiasm of what the show means to the South African processing and manufacturing industry.
‘This year we feature a stunning cross-selection of some of the best South African products on offer,’ he enthuses. ‘We have some incredible products on show. Anuga is one of the most important platforms to showcase the excellence of our products to a global audience. The entire world is here. As a country, South Africa needs to grow its export market. This is the perfect place to do it.’
Jacob Moatshe is the dti’s foreign economics representative in Germany. ‘Anuga is an effective marketing tool for introducing South Africa’s goods and services to key international players in the market. Global decision makers and buyers are here and interested in forming partnerships or even investing in our country. The show is a very effective instrument and allows us the opportunity of raising significant revenue with our quality exports. Government is focused on encouraging South African export in agro processing. For the last two to three years we have seen an increase in exports as a direct result of participating in events such as the Anuga trade fair. It offers a prime opportunity for us to showcase our incredible capabilities.’
This year, South African exhibitors are also bringing game and ostrich products to the event and three new companies are on board. These are oil and mayonnaise manufacturer Soill, suppliers of quality food products Promasidor and Greenway Farms with their Rugani 100 per cent juice products. ‘What a show! We have had a lot of interest in our products and very positive feedback on the quality and diversity of our range,’ says Wesley Brown of Rugani. ‘It would be great to quantify it once we are back in South Africa.’
Gleimius concurs, ‘Our aim is to introduce South African companies to new international markets. This is the global meeting place where buyers and suppliers can interact with each other. It is also where new food trends are decided. In five days at Anuga you can meet a lot of people who can move your company further. The level of decision maker that attends the show is impressive. It means that ultimately you and your company are connecting with the right people.’