The trade fair is expected to create market linkage for Ethiopian exporters to the international market in turn creating sustainable markets for smallholder farmers

The world’s largest trade fair for food and beverages, ANUGA trade fair was held in Germany, Cologne from Oct 5th to 9th, 2019. A record of 7,400 exhibitors from all over the world presented their products and solutions to over 170,000 top-class trade visitors during the event. As part of its export promotion work, the ATA, through the Agricultural Trade and Investment Promotion (ATIP) Project and together with the Ministry of Trade and Industry (MoTI) co-organized the participation of Ethiopian exporters at the ANUGA trade fair, which was celebrating its 100th year anniversary. The participation of the Ethiopian delegation, which comprised of representatives from the private sector, government agencies and relevant sectoral associations, aimed at promoting Ethiopian agricultural products and attracting exports especially targeted at the European market. Emphasis was given to Ethiopia’s major export commodities of oilseeds, pulses, spices, honey and coffee. Value added products such a Tahini, Honey and Tef cereals were also some of the products that were exhibited.

With the aim of creating an enabling environment where exporters/smallholder farmers can have diversified opportunities to market their outputs and be effectively linked to local and global supply chains, the ATA played a key role in supporting the MoTI in the facilitation of space and registration at the trade fair, communication with the organizers, designing and setting up of the booth as well as coordinating marketing efforts. Moreover, the ATA and MoTI organized a pre-event training to build the capacity of exporters and provided advice and coaching to participants for the event. During the trade fair, both the ATA and MoTI successfully played their part by communicating with organizers, managing the exhibition pavilion, supporting exporters, providing information for potential traders/investors as well as partaking in Business and Government/B2G meetings.

The Ethiopian booth at the trade fair was officially opened by Her Excellency Ambassador Mulu Solomon, Ethiopian Ambassador to Germany. During the five-day event, the trade fair saw various meetings and discussions being held with potential and existing importers of agricultural products from Ethiopia. A Coffee ceremony was also held at the Ethiopian booth, attracting visitors to the booth. The exporters actively engaged with visitors during the trade fair and new export sales are expected to transpire as a result. The extent of actual increase in export sales will be determined after conducting assessment of the contracts that were finalized.

The trip also incorporated an experience sharing session with other participating countries and a visit to a spice processing facility organized by the Ethiopian Embassy in Berlin, which was attended by representatives from the government and exporters.

Since 2009 E.C., in collaboration with the MoTI, the ATA has participated in nine major international events and has facilitated contract signings estimated at 350 million USD. The MoTI and the ATA have also initiated the preparation to participate in the Gulfood Tradeshow to be held in February 2019, and EXPO 2020 in Dubai.