From baobab to rooibos: African products are in demand
The Good Life Show’s hosted buyer programme is connecting African producers and brands with qualified international buyers from India, Pakistan, the United Arab Emirates, Greece, Ghana, China and Botswana.
The Good Life Show’s hosted buyer programme is connecting African producers and brands with qualified international buyers from India, Pakistan, the United Arab Emirates, Greece, Ghana, China and Botswana.
The programme targets buyers representing retail, distribution, manufacturing and import businesses, with the aim of linking international sourcing demand with African suppliers.
At the centre of the initiative is a matchmaking process in which buyers’ sourcing requirements are assessed before the show and matched with exhibitors whose products and capabilities correspond with those requirements.
The process is intended to facilitate focused discussions around product specifications, volumes, distribution opportunities and potential access to new markets.
For exhibitors, the programme provides an opportunity to engage directly with buyers, understand their sourcing requirements and assess whether their products have commercial potential in specific markets.
For international buyers, it provides access to African products and suppliers across multiple categories in one location.
Among the products identified as having international market potential are indigenous ingredients, specialty beverages, natural beauty ingredients and value-added agricultural products.
Research by the Netherlands-based Centre for the Promotion of Imports from Developing Countries (CBI) has highlighted opportunities for several African products, including baobab, fonio, Nilotica shea butter, hibiscus, rooibos and honeybush.
Baobab is identified as a functional African ingredient with applications in food, beverages and wellness products.
Fonio, a traditional West African grain, has attracted international interest as a nutritious, gluten-free specialty grain.
Nilotica shea butter, produced mainly in Uganda and in smaller quantities in South Sudan and Kenya, is emerging as an ingredient for premium natural skincare and personal care products.
Hibiscus also has applications in beverages, food and natural colourants, while South African rooibos and honeybush have opportunities in premium tea and botanical beverage markets. Rooibos is naturally caffeine-free.
The programme also targets more established African export categories, including processed fruit, vegetables and edible nuts, which recent European market research has identified as having opportunities for developing-country suppliers.
Heidi Warricker of Live Events said access to appropriate markets and buyers was critical for African businesses seeking to commercialise their products internationally.
“There is no shortage of exciting products being developed across Africa, but having a great product is only part of the journey,” Warricker said.
She said the hosted buyer programme was intended to connect African businesses with buyers with a genuine interest in their products and create opportunities to develop new commercial relationships.
However, international buyers are expected to consider factors beyond product differentiation and provenance when assessing potential suppliers.
These include consistent quality, reliable supply, traceability, food safety, relevant certification, adequate shelf life, export-ready packaging and the ability to meet required volumes.
The initiative is being delivered in partnership with NdaramaWorks, the show’s official B2B Global Trade Engine, which is responsible for facilitating international buyer engagement, business matchmaking and trade opportunities between exhibitors and global markets.
Precious Mahove, chief operating officer of Ndarama Works, said there was growing interest in African-origin products combining sustainability, authenticity and supply potential.
