Selling to South Africa

Now in its 2nd year, IFE Africa 2015 featured a group of UK producers, organised by PS8, all keen to introduce their products to South Africa and wider sub-Saharan Africa. 

Exhibitors included Abergavenny Fine Foods whose range of premium desserts proved particular popular with trade visitors, impressed by the taste, quality and innovation of individual ramekin servings.  One visitor even endorsed their Chocolate Salted Caramel Cheesecakes as “the taste of the show”. 

As the only company already selling into South Africa, Feel Free for Gluten Free got off to a great start on the first morning of the show with buyers from one of the top 5 South African retailers making a beeline for their stand.  Offering consumers a range of gluten-free products including pasta, ready meals and cereal products their range is already stocked by Dis-Chem Pharmacies.

Aduna’s range actually uses African superfoods ‘Moringa’ - a 100% organic green ‘superleaf’ which is the one of the most nutrient-dense foods on the planet; and ‘Baobab’ a rich source of fibre, vitamin C, fibre, calcium, potassium and thiamine.  Many visitors were delighted to see these familiar African specialities being used as a key component of Aduna’s organic range.

And the presence of 2 UK wholesalers Smylies and e-Market meant buyers could source many of Britain’s most icon and sought after brands.

In addition to the trade show, the group also benefited from a market briefing by UKTI South Africa team and by Alan Jack (ex Tyrrells, Ramsdens) who has tremendous knowledge of the food and foodservice sector as well as many years experience working with British brands in this growing export market.  The group also had the opportunity to hear latest plans for the food and berage section of one of South Africa’s premium retailers – Woolworths – as well as the opportunity to introduce their ranges to the store manager.

The announcement that IFEA will henceforth combine together with Africa’s biggest and longest running hospitality event – HOSTEX (Organised by Specialised Exhibitions Montgomery) – to create the largest and most powerful food, drink and hospitality trade event on the Africa continent – Food & Hospitality Africa has been well received and we look forward to hosting another UK group at this larger combined event in May 2016.