Made-in-Italy products showcased at AB7 for the first time

VISITORS to this year’s edition of Africa’s Big Seven (AB7) will be able to get a glimpse of the latest products and breakthroughs from Italy. The trade event’s 13th run at the Gallagher Convention Centre, Midrand from June 21 to 23, 2015 will for the first time have an Italian Pavilion for agrifood technologies dedicated to food industry products, such as raw materials, machinery, and supplies.

Kölnmesse Italy, organiser of the Anugafoodtec show, and Fiere di Parma, organiser of the Cibustec show, agree adding the pavilion to AB7 will enable manufacturers and buyers to tap Southern Africa, a market with great potential for growth and ready to be challenged.

John Thomson (2nd from left) of EMS and executives from the Kölnmesse and Fiere di Parma consortium conclude the Italian Pavilion project

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.

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

Agriculture is a hugely 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.

Last year AB7 was attended by close to 9,000 visitors from 44 countries

The AB7 serves as an ideal platform for any overseas food sector company to explore unlimited opportunities and do business throughout Africa. It combines under one roof seven focused sector shows all dedicated to the food and beverage supply chain. The exhibit range covers harvest produce and raw materials to manufacturing, processing and packaging machinery, retail equipment, hospitality, and finished products.

Last year’s show gathered together 225 exhibitors from 35 countries and almost 9,000 visitors from 44 countries.

Africa’s Big Seven is organised by Exhibition Management Services, one of the most active independent African exhibition organisers, along with its European partner Senaf – Tecniche Nuove Group, an important Italian exhibition organiser that has been active for more than 35 years. The show is sponsored by the City of Johannesburg, the Restaurant Association of South Africa, The Foundation for the Development of Africa, the South African National Bottled Water Association, the Federated Hospitality Association of Southern Africa, and the South African National Halaal Authority.