About Africa’s Big Seven
Africa’s Big Seven takes place from 15 to 17 July at Gallagher
Convention Centre in Midrand, Gauteng, and is endorsed by the Consumer
Goods Council of SA.
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“Africa is becoming a major new emerging market to the rest of the
world due to its strong economic growth and rapidly expanding
population of middle class consumers,” declares John Thomson, Managing
Director of Exhibition Management Services, organisers of Africa’s Big
Seven (AB7). “Africa is even more attractive as a market for Middle
East companies due to its relative proximity.”
A growing number of Middle Eastern producers are realising this and
exploring trade links with
African companies; many are looking at trade shows like AB7, the
largest food and beverage expo on the continent, as a vehicle for
exploring new markets and increasing growth. AB7 takes place from 15
to 17 July at Gallagher Convention Centre in Midrand, Gauteng.
Trade in Africa
“The challenges and complexities of doing business in Africa remain,”
adds Thomson. “But these can be overcome – AB7 is hosting a number of
additional events this year; two of these can directly benefit traders
interested in doing business in Africa – the DHL BRICS Africa Export
Import Forum, and the ‘Future of Trade Africa’ business briefing.”
The DHL BRICS Africa Export Import Forum is the only development
briefing dedicated to showcasing the range of services and support
available for BRICS intra-Africa trade. The ‘Future of Trade Africa’
is a sophisticated, in-depth commerce exchange and business
match-making platform that gives business people the knowledge and
tools needed to succeed in business in Africa.
“With 46 unique political, economic and social environments and a
myriad of languages, regulations and red tape, companies need to
engage with local knowledge, local partners and local stakeholders,”
comments Thomson. “Traders who want to explore African growth
opportunities will find the ‘Future of Trade Africa’ event extremely
helpful.”
Dubai Exports Signs Up
Recognising the potential of trade with Africa, Dubai Exports – the
export promotion agency for the government of Dubai – has confirmed it
will be exhibiting again at AB7.
“The 15 member states of the Southern African Development Community
(SADC) have a population of 257 million people and they buy
$11-billion in food imports every year,” says Saed Al Awadi, Chief
Executive Officer of Dubai Exports. “They represent a major strategic
growth market. Dubai is already well-connected to South Africa; its
efficient transport infrastructure offers a gateway to the rest of
SADC,” explains Al Awadi.
Opportunities for Food Exporters
“The Middle East is historically interesting as an export market for
SADC products,” comments Thomson. “While the European Union imports a
narrow band of SADC agricultural products, the Middle East is more
open to importing a wider range of products from Africa and SADC,
given its less stringent market entry requirements.”
However, the Middle East is also an important potential market for
African food products – much of the food consumed in countries in the
Middle East has to be imported. The UAE has both a rapidly growing
population and a booming tourism industry which, together, are
expected to fuel a large increase in the country’s food supply needs.
“We import 80% of our food at a cost of around $3-billion a year, so
like most other countries in the region, we closely monitor
fluctuations in supply and price,” said Sheikha Lubna Al Qasimi, the
UAE’s Minister of Foreign Trade. He said food demand would increase by
over 5% per year, to around 10,7-million tons in 2020 at a cost of
around $8,4-billion.
Middle East Nations Heading South
A number of companies based in the Middle East have already signed up
for this year’s AB7 expo, including the United Arab Emirates, Iran and
Turkey. The Sultanate of Oman makes its first appearance at AB7 this
year with two exhibitors; Omani Euro Food Industries and Sweets of
Oman.
Most of Muscat-based Omani Euro Food Industries’ clients are in the
Middle East and Asia, with Ethiopia the only African customer. Madhu
Soodanan, the company’s Head of Global Marketing and Sales says the
company is “actively looking for distributors to market its product
range in the rest of Africa”. Their product range includes baby milk
cereals, baby biscuits and health drink powders.