South African companies ready to take on Europe at Anuga Food and Beverage Trade Fair
As South African companies showcase their innovations at Anuga, they carry not only hopes of successful trade deals but also the spirit of a nation eager to expand its global trading relationships.
Image: DTIC
South African companies are gearing up to make a significant impact on the international food market at the Anuga Food and Beverage Trade Fair in Cologne, Germany.
Running until October 8, 2025, the event is a prime opportunity for local manufacturers to exhibit their unique products and forge valuable connections with international buyers.
Enabled by the support from the Department of Trade, Industry and Competition (the dtic), this initiative is part of broader efforts to diversify markets for South African exports.
Numerous firms are optimistic that their participation at Anuga will lead to fruitful trade relationships and open doors to the European market.
Among the participants is Zazi Productions, a Johannesburg-based company known for its 100% ready-to-drink juices and dried fruits.
“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. We are ready to produce products for an export market after expanding our business and installing the necessary production facilities," said Managing Director Thobeka Ndabula.
Similarly, Theo Adams, Managing Director of Kaukou, is optimistic about increasing his company’s footprint in international markets. Based in the picturesque Garden Route of the Western Cape, Kaukou's honey bush tea has found a modest market in Europe, but Adams aims to broaden this reach.
“We are looking forward to increasing our export sales by securing new clients for our products. We plan to utilise our participation here at Anuga to expand our footprint and penetrate Europe and other markets,” he said.
Another noteworthy participant, Buttercup Farmhouse from Bloemfontein, is headed by Ms Chantelle De Bruyn-Motshabi. She is excited about the exposure her unique vegetable-based coffee product will receive.
“We are delighted for the opportunity presented to us by the dtic to showcase our unique, niche coffee product made from vegetables. We are looking forward to establishing niche contacts and open to building long-term relationships in the retail sector with international buyers and importers,” she remarked.
Anuga is recognised as the world’s largest and most significant food and beverage fair, attracting distributors, retailers, importers, and wholesalers from across the globe.
The 36th edition in 2023 marked a remarkable milestone, featuring over 7,900 companies from 118 countries and welcoming more than 140,000 trade visitors from 200 countries, underscoring its status as a must-attend event for stakeholders in the food industry.
IOL