South African businesspeople who participated in the Anuga Food and Beverage Trade Fair in Germany from 4-8 October 2025 are returning home with bags full of trade leads that they are confident will soon develop into tangible deals. The businesspeople acknowledge the arduous task awaiting them when they arrive home, as they will have to painstakingly process the leads and sift through them in order to separate the wheat from the chaff.
The businesspeople showcased their products in the national pavilion that was set up by the Department of Trade, Industry and Competition (the dtic). The objective was to assist agro-processing companies to seek export markets for their products as part of the country’s export market diversification initiatives.
The Key Accounts and Supply Chain Manager of Chaloner Artisanal Mountain Products, Ms Janke Elloff, said she relished the prospects of breaking into the European market after her virgin olive oil products received rave reviews from visitors who flocked to her exhibition booth.
“We are really looking forward to following up on numerous trade leads that we generated here. It was a good show for us. Most people liked our products. We are optimistic that we will soon break into the European market,” said a delighted Ellof.
The Managing Director of the Botebo Farming, Ms Tebogo Ditsebe said she was hopeful that the numerous meetings that she had with several companies that expressed interest in her products would enable her to export to the United Kingdom, Japan and Saudi Arabia, in the near future.
“From the meetings I had, I have four very promising leads. We really went a long way in discussing doing business together. All that remains for me to do is to provide them with the price list for the white and red juices that they are interested in buying from us,” added Ditsebe.
The Director of Two in a Bush, that produces organic rooibos cordial, Ms Hetta van Deventer-Terblanche, also expressed confidence that some of the 36 trade leads that she generated at the fair would definitely develop into concrete deals.
“I have already gone through the leads and sifted the wheat from the chaff. I already know which ones to follow up on when I am back home. We will focus on the ones that really have the potential to develop into tangible deals,” said Van Deventer-Terblanche.
The CEO of Funky Ouma Gourmet, Ms Stephie Jordan, said she was impressed by the quality of the trade leads that she generated. She is optimistic that it will not take too long before she has clinched a deal or two.
“We are grateful to the dtic for giving us the opportunity to participate in this trade fair. It is massive. I had more than 200 people stopping by my stand to enquire about my products, and to taste them,” concluded Jordan
South African businesspeople interacting with visitors to their exhibition stands
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Issued by: The Department of Trade, Industry and Competition (the dtic)
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