First-time exhibitors at AB7

AFRICA’s Big Seven’s 13th run at the Gallagher Convention Centre, Midrand from 21–23 June 2015 will for the first time have an Italian Pavilion for agri-food technologies dedicated to food industry products, such as raw materials, machinery, and supplies.

According to Lara Marsilio, sales and marketing manager for Kölnmesse Italy, AB7 provides a great opportunity for Italian companies to exhibit in South Africa, the premier gateway to sub-Saharan markets.

“South Africa has experienced significant economic growth in recent years, particularly after joining the ‘BRICS’ bloc countries in 2010. African economies will see an average growth of 4.7% compared to significantly lower growth rates in Europe, Japan and the US, whilst 10 million of South Africa’s 54 million population are considered high income earners,” Ms Marsilio said.  

Countries in the Southern African region which combines 14 countries with a population exceeding 150 million, enjoy an active free trade agreement with Southern African Development Community (SADC). The SADC is the best structured internal trade organisation in Africa, representing 20% of the continent’s population and 75% of its GDP.

Agriculture is an important sector in South Africa, taking up more than 12% of the country’s land area. More than 90% of the food products are grown and processed inside South Africa’s borders. The country has an increasingly active and effective retail distribution network. Fruit, vegetables, and wine account for 70% of sales.

“Food and beverage industries across Africa have an ongoing need for systems, technologies, and know-how for processing ingredients and raw materials, and the production of finished food products – hence our decision to participate in AB7,” Ms Marsilio added.

 “After organising highly successful agrifood technology exhibitions in China, Japan and Thailand, we are turning our attention towards the many potential opportunities in Africa for agribusiness, technology, and exports,” she stated. Kölnmesse Italy and Fiere di Parma have long been undertaking joint ventures in their efforts to globalise European agribusiness. They seek out regions with huge potential consumer markets and evaluate the possible business opportunities arising from a formal exhibition format and support structure showcasing agrifood products and technologies.

Africa’s Big Seven showcases a range of products, from poultry to deli meats

Ukraine’s Halal poultry products at AB7

Poultry producers considering exports to southern and central Africa can take advantage of the continent’s rapidly expanding middle-class population. Two first-time exhibitors from the Ukraine – Agromars and ProdExport Ltd – will be at AB7.

“Approximately 34% of Africa’s nearly one billion people are middle class consumers, most with a healthy appetite for meat products,” said John Thomson of Exhibition Management Services, the organisers of AB7. “This segment of Africa’s population provides an excellent market for companies looking for new business opportunities.”

The Ukraine depends on exports to expand the development of its poultry industry, while African consumer markets rely heavily on imported poultry products to meet the demand of a growing population. From 800 million people in 2000, Africa’s population is estimated to increase by 2.4% each year, to over 1 billion by 2030.

In 2013, Ukraine exported 150,000 tonnes of poultry, an 80% rise from the previous year. Their total domestic production reached 732 000 tonnes in the same year. In 2014 the country exported 86 000 tonnes of poultry, 10% more than in 2013.

Agromars, Ukraine’s second largest poultry producer, will exhibit its range of frozen chicken products.

“We are currently upgrading our export division and aim to open new markets this year, particularly in Africa,” says Nina Osobik, Head of Marketing at Agromars. “We exhibited in Dubai this year and it proved to be very successful. We expect even better results at AB7.”

Agromars has won a number of national and international awards for its poultry products, including a ‘Best European Quality’ award at the XIV International Europe Awards. The company was also the first manufacturer in Ukraine to introduce quality control and safety management systems into production processes to meet international standards requirements.

Agromars uses only natural wheat, corn and soya grown on its own fields to produce feed for its poultry, and does not use any antibiotics, hormones or growth stimulators in raising its broilers.

Prodexport Ltd will present a wide range of poultry including chicken fillets, whole Halaal broilers, thighs and deboned meat, chicken eggs and egg powder.

“We are already doing business in Africa, the Middle East and Asia and we are always open to exploring new markets, hence the decision to exhibit at AB7,” says Lana Tsoy, the company’s sales manager.