from DION HENRICK in Cape Town
Western Cape Bureau
CAPE TOWN, (CAJ News)– OPTIMISM is high as 30 South African agro-processing companies prepare to showcase their products at the Anuga Food and Beverage Trade Fair in Cologne, Germany, from October 4–8, 2025.
The delegation, supported by South Africa’s Department of Trade, Industry and Competition (the dtic), will exhibit under a national pavilion as part of the government’s broader strategy to diversify export markets and expand the country’s footprint in Europe and beyond.
Executives say the fair presents a unique opportunity to position South African products on a global stage.
“We are excited by the opportunity to interact with potential new customers and to network with companies from across the world,” said Peter Symons, Sales Executive of KwaZulu-Natal-based Macavation, a macadamia innovator exporting to Europe and Canada.
“We hope to expose buyers to our vitality-centred products and return with trade leads that convert into concrete deals.”
Setšong Tea Crafters, based in Limpopo, shares that enthusiasm.
Chief Executive Retang Phaahla said Germany’s growing tea market is a natural fit for their indigenous blends.
“Germany already imports South African Rooibos. For us to showcase teas rooted in Limpopo traditions is both exciting and commercially promising. Success in this market could help us grow revenue and create more jobs at home,” she noted.
The company already employs 30 full-time staff and 15 seasonal workers.
For Niice Foods, a Mpumalanga-based manufacturer of value-added macadamia products, the Anuga fair is about scale and strategic expansion.
“This is our second consecutive Anuga,” said Co-Founder and Managing Director Taryn Muller.
“We’re here to secure retail and distribution partners across Europe and the UAE (United Arab Emirates). Our flagship macadamia cooking oil is positioned as a versatile, health-focused alternative, and we see this as a key driver for global growth.”
Industry bodies also see wider benefits. Jill Atwood-Palm, General Manager of the South African Fruit and Vegetable Canners Export Council, said Anuga is not only a showcase but also a vital source of market intelligence.
“It allows us to benchmark against competitors, monitor consumer trends, and strengthen South Africa’s reputation in the global food value chain,” she said.
With South African companies eager to translate optimism into export contracts, Anuga 2025 may mark a significant step in advancing the country’s agro-processing ambitions.
– CAJ News