Africa’s Big Seven bolsters food and beverages business in Africa

Africa's largest food and beverage trade exhibition, Africa’s Big Seven (AB7), proved yet again why it is the most effective networking platform on the continent. The intention of the over 8,000 international visitors who attended the show in South Africa from 22 to 24 June was clear: to find exciting new products, sign up new suppliers and new customers, and exploit the hundreds of new business opportunities on offer from 225 exhibitors from 34 countries.

“For the last 11 years, AB7 has grown into a phenomenally successful exhibition for stakeholders in the food and beverage industry,” says show organiser John Thomson of Exhibition Management Services, adding that AB7 is optimally positioned as the springboard into African markets. "The expo has become the definitive event for business owners to network with vendors both locally and internationally, and establish lasting relationships.”

Doing business at AB7
12 companies hosted by the Malaysia External Trade Development Corporation (Matrade) held over 170 meetings to market their Halaal products and services and generated R73-million in sales. The products included palm oil, edible gelatin, pre-mixed coffee, dried fruit, and frozen fruit cake.

Indonesia-based PT Sinar Meadow International also enjoyed success. “We are busy negotiating with 10 companies in Africa from leads we generated at Africa’s Big Seven; we also had enquiries for our margarine from Tanzania, Madagascar and Zimbabwe,” said Antonio Loekito, the company’s Business Development Assistant Manager.

PT Sinar Meadow International manufactures edible oils, margarines, shortening, frying fats, specialty fats and cooking oil products under its popular Gold Bullion, Mother’s Choice, CITA and Maestro brands.

Tshidi Mkhosana, General Manager at the Federated Hospitality Association of Southern Africa (FEDHASA) was delighted with the results the show produced. “We generated over 130 positive leads and over 70 stakeholder contacts; many visitors showed strong interest in being represented by our organisation in the hospitality industry, and some stakeholders are interested in forming partnerships with FEDHASA. I was initially concerned that AB7 was not the right platform, but visitor response was highly encouraging. We are really happy we attended the trade show!”

Long-time exhibitor O‘Yeah Sweets, which manufactures a variety of sweets including eclairs, chewy candy and toffee, also had very positive results from participating. Production Manager Batuhan Koksal said his stand drew a fantastic response: “AB7 is always successful for us! This year we picked up a lot of excellent leads from neighbouring African countries.”

New countries, new opportunties
Countries that were represented at this year’s show for the first time included Belarus, Egypt, France, Gambia, Ireland, Japan, Jordan, Morocco, Peru, Saudi Arabia, and Seychelles, South Korea and the Ukraine.

More visitors, more opportunities
Over half the 8 000 visitors to AB7 were leaders and decision-makers – owners, managing directors, directors or managers of companies, making up 54% of visitors, up by 2% from 2013. Many visitors showed greater interest in Halaal, vegetarian and kosher products this year. Enquiries for Halaal products increased from 21% up to 24%, vegetarian products from 13% to 16%, and kosher from 9% to 12%.

Potential business for next year’s show
“Visitors showed considerable interest in manufacturing equipment, South African products, baking equipment, coffee companies, health products, packaging solutions and equipment, wine and alcohol suppliers, and catering equipment,” says Thomson.

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Africa’s Big Seven bolsters food and beverages business in Africa