South African Agro-Processing Firms Showcase at Anuga 2025 to Boost Exports
by Kelebogile Matlou
Thirty South African agro-processing companies from six provinces are showcasing their locally produced products at the Anuga 2025 Food and Beverage Trade Fair in Cologne, Germany. The event, which runs from October 4 to 8, 2025, provides these companies with an opportunity to strike significant trade deals and get access to the European market.
With assistance from the Department of Trade, Industry, and Competition, the businesses are showcasing cutting edge goods including ready-to-drink juices, honeybush tea, and vegetable based coffee, all of which are meant to promote South Africa’s superior manufacturing and increase export led growth.
The participation is part of a larger national strategy to expand export markets, encourage industrialization, and create jobs at home. With Anuga attracting thousands of worldwide buyers, distributors, and investors, South Africa’s involvement highlights the country’s agro-processing skills and prospects for international expansion.
Anuga is the world’s largest and most prominent food and beverage trade expo, taking place biennially and attracting over 7,900 exhibitors from 118 countries. In 2023, it will welcomed over 140,000 visitors from 200 countries, delivering unmatched exposure for businesses looking for new trading partners. The 2025 topic, “Sustainable Growth,” is strongly aligned with South Africa’s commitment to environmentally responsible production, allowing local enterprises to demonstrate their sustainable agricultural and processing practices.
Anuga provides South Africa with access to the European market, which is worth billions of dollars in agro-processing imports. Participating companies are displaying a diverse selection of items under the Proudly South African brand, including teas and dried fruits, as well as nutritional snacks and health drinks. This exposure not only helps to overcome export barriers, but it also allows businesses to adapt to international standards and needs.
Zazi Productions from Johannesburg is a noteworthy exhibitor, specializing in 100% natural juices and dried fruits. Managing Director Thobeka Ndabula expressed optimism:
“We are confident that we will return home with several trade leads and at least one or two concrete deals that will help us break into the export market. We are ready to supply globally after expanding our facilities,” said Thobeka Ndabula.
Managing Director Theo Adams said, “Our goal is to increase export sales and gain new clients. Although we now ship to Europe on a small basis, we hope to increase our presence across the continent.” Buttercup Farmhouse near Bloemfontein is getting notice for its revolutionary vegetablebased coffee.
CEO Chantelle De Bruyn-Motshabi expressed excitement about the opportunity to showcase their specialized coffee product at the DTIC . We look forward to developing long-term ties with foreign retailers and importers.”
Other significant members include Taste Africa Foods, the South African Farmed Abalone Export Council, and a number of small and medium-sized businesses that produce canned products, spices, and natural beverages. Their united participation emphasizes South Africa’s agricultural diversity and innovative approach to food processing.
The Department of Trade, Industry, and Competition (DTIC) played a critical role in funding costs for stands, travel, and marketing. This project is part of the department’s market diversification strategy, which aims to foster export driven growth and industrialization. Furthermore, theDTCI’s digital innovation initiative has provided businesses with cutting-edge solutions for supply chain tracking and compliance with global trade regulations.
South Africa hopes to increase export income, strengthen small company growth, and generate more job possibilities by continuing to support trade missions and exhibits like as Anuga, demonstrating that local innovation can compete and prosper on a global scale.
