South African Agro-Processors Eye Major Export Deals at Anuga 2025 in Germany
Johannesburg – A group of 30 South African agro-processing companies from six provinces is showcasing their proudly made products at the Anuga 2025 Food and Beverage Trade Fair in Cologne, Germany, with high hopes of securing valuable trade leads and deals to break into the European market. Backed by government support, these firms are highlighting innovative items like ready-to-drink juices, honeybush tea, and vegetable-based coffee, aiming to boost the country’s export-led growth. The fair, running from 4 to 8 October 2025, offers a prime chance for local makers to connect with global buyers and expand their reach.
This participation is part of a broader push to diversify markets and drive industrialisation through exports, helping small and medium businesses grow while creating jobs back home. With Anuga drawing massive crowds, the spotlight on South African goods could lead to new partnerships and increased foreign earnings, strengthening the economy amid global challenges.
The Global Stage: What Makes Anuga a Key Opportunity for SA Firms
Anuga stands as the world’s largest and most influential food and beverage trade fair, held every two years and attracting over 7,900 exhibitors from 118 countries. In its last edition in 2023, more than 140,000 trade visitors from 200 nations flocked to the event, making it a hotspot for distributors, retailers, importers, and wholesalers. This year’s theme, “Sustainable Growth”, aligns perfectly with efforts to promote eco-friendly practices in food production, giving South African companies a chance to highlight their sustainable farming and manufacturing methods.
For South Africa, the fair is a doorway to Europe – a market worth billions in agro-processing imports. Local firms are displaying a wide range of products, from processed fruits and teas to unique health-focused items, all under the “Proudly South African” banner. This exposure helps overcome barriers like high tariffs and strict regulations, opening paths to long-term contracts and supply chains.
The initiative builds on past successes, where similar trade fairs have led to millions in export deals for SA companies. By networking with international players, these businesses can learn global trends, improve quality standards, and adapt products to meet overseas demands, ultimately lifting the agro-processing sector that employs thousands across rural and urban areas.
Spotlight on SA Participants: Innovation and Ambition on Display
Among the standout exhibitors is Zazi Productions from Johannesburg, specialising in 100% ready-to-drink juices and dried fruits. Managing Director Thobeka Ndabula shared her excitement: “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.”
From the Western Cape’s Garden Route, Kaukou brings its honeybush tea to the fair. Managing Director Theo Adams aims to grow his client base: “We are looking forward to increasing our export sales by securing new clients for our products. We are currently exporting to Europe on a limited scale, and we plan to make use our participation here in Anuga to expand our footprint and penetrate Europe and other markets.”
Bloemfontein’s Buttercup Farmhouse, led by CEO Chantelle De Bruyn-Motshabi, is eager to introduce its niche vegetable-based coffee: “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.”
Other notable participants include Taste Africa Foods with its range of authentic African snacks, the SA Farmed Abalone Export Council promoting sustainable seafood, and various firms offering canned goods, spices, and health drinks. These companies represent diverse regions, from Gauteng’s urban hubs to the Western Cape’s fertile lands, showcasing the country’s rich agricultural heritage and innovative processing techniques.
Government Backing: dtic’s Role in Driving Export Growth
The Department of Trade, Industry and Competition (dtic) has played a pivotal part in making this happen, covering costs for stands, travel, and marketing as part of its market diversification strategy. This support helps local makers tap into global opportunities, stimulating export-led industrialisation and job creation.
The dtic’s ICT-focused efforts within the fair also tie in, with some companies using digital tools for tracking supply chains and meeting international standards. By assisting with permits, market research, and networking, the department ensures firms like Zazi and Kaukou can compete on a world stage, turning local products into global hits.
This aligns with national goals to grow agro-processing exports, which already contribute billions to the economy. Past dtic-backed trade missions have led to deals worth hundreds of millions, helping firms expand factories and hire more workers.
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