South African companies eye European markets at Germany's Anuga food fair

As thousands of industry professionals converge on Cologne for the esteemed Anuga Food and Beverage Trade Fair, South African companies are seizing the moment to showcase their quality products and tap into Europe’s lucrative market. This annual event, which runs until 8 October 2025, presents a vital opportunity for local manufacturers to establish significant trade connections, spurred by support from the Department of Trade, Industry and Competition (the dtic).

The dtic’s involvement plays a crucial role in promoting market diversification, enabling South African exporters to forge relationships in new territories. Among the companies participating is Zazi Productions, based in Johannesburg. Managing Director Thobeka Ndabula expresses enthusiasm about presenting their 100% ready-to-drink juices and dried fruits to international importers.

"We are confident that we will return home with several trade leads and at least one or two concrete trade deals that will result in us making a breakthrough into the export market," Ndabula asserts. After recent business expansions and the installation of new production facilities, she believes Zazi is ready to meet the demands of overseas clients.

Similarly, Kaukou, a company specialising in honey bush tea from the Garden Route, views Anuga as a critical platform to expand its international client base. Managing Director Theo Adams remarks, “We are looking forward to increasing our export sales by securing new clients for our products.” While currently exporting to Europe on a limited scale, Kaukou’s vision for growth involves leveraging this trade fair to enhance their presence across multiple markets.

Buttercup Farmhouse, a Bloemfontein-based company, is equally optimistic. CEO Chantelle De Bruyn-Motshabi highlights the unique opportunity to showcase their coffee product made from vegetables, noting, “We are looking forward to establishing niche contacts and to building long-term relationships in the retail sector with international buyers and importers.”

Anuga, recognised as the largest and most significant food and beverage fair in the world, showcases over 7,900 companies from 118 countries, attracting upwards of 140,000 trade visitors worldwide. As South African enterprises actively engage with the global market, their ambition to secure trade agreements at Anuga aligns with broader efforts to stimulate export-led industrialisation within the country.

IOL