Engage Trade Africa 2024
Exporters, buyers, associations and experts from more than 15 countries around the world travelled to Cape Town for Engage Trade Africa, organised by Catalyze, between September 16 and 19. Hosted at Makers Landing in the V&A Waterfront, the four-day event showcased premium African producers and their products to leading international buyers, while offering valuable insights from industry experts through a series of workshops and strategic B2B matchmaking meetings.
Unlike a typical exhibition, Engage Trade Africa is a Hosted Buyer Engagement Program designed to foster lasting relationships through a variety of engaging activities across the event’s duration. ETA offered participants three unique ways to connect in 2024, socially through open-top bus tours, wine tasting, and meals; formally via B2B meetings and workshops, and experientially with site visits to successful local facilities.
From the feedback thus far, the event was a resounding success!
“Engage Trade Africa 2024 was an incredible experience! The event provided excellent opportunities to connect with key industry players and explore new business partnerships. The organisation was seamless, and the discussions I had were invaluable for expanding our market reach. I highly recommend it for anyone looking to grow their international business connections!””
“Engage Trade Africa 2024 was a game-changer! The calibre of business leaders in attendance was truly impressive. From seasoned entrepreneurs to industry experts, the networking opportunities were unparalleled. The event provided a unique platform to connect with like-minded individuals and explore new business ventures. Highly recommend it to anyone looking to expand their network and drive growth in the African market.”
MONDAY 16 SEPTEMBER
Day 1 was a proper welcome to Cape Town, learning more about the Western Cape and what it has to offer at the Wesgro orientation, before being a tourist on the famous open top Red Bus. The goal of the day was to break the ice, and let the attendees connect on a personal level, allowing the business of the days ahead to flow naturally.
Engage Trade Africa officially launched with an orientation morning for Associations, Investors, and South African and International Buyers hosted by Wesgro. The varied speakers each brought their own knowledge and personality to the agenda, the perfect way to kick start this important event.
After a full and interesting morning, those with Full Delegate Passes joined the attendees for an open top bus tour of Cape Town, to the beautiful Groot Constantia. After some delicious eats, drinks, and conversation, the bus continued showcasing the beauty of Cape Town on its way back to the hotel. During the tour, there was a selection of speakers sharing their personal knowledge and experiences on the buses, opening up in depth conversations that continued throughout.
““It was amazing how we could exchange and engage with the buyers in a non formal way, on the bus tour and during wine tasting. The venue at The Cruise Terminal was great. Bravo to the Catalyze team!”
“It was fun and business. Every meeting that was arranged for us was very impressive and the concept was well received. What made it more exciting and meaningful was the B2B matching meetings. They meant everything. I would invite or share the experience with any SMMEs so that they get the same experience. The site seeing and visits to the manufacturing sites were also amazing. Well done Team Engage.”
TUESDAY 17 SEPTEMBER
The core of the Engage Trade Africa event is the carefully choreographed B2B matchmaking meetings, ensuring each delegate meets with the perfect person to enhance, grow or expand their business. These meetings were scheduled across days 2 and 3 between 9am and 5pm, with breaks for lunch and, where relevant to each attendee, workshops.
The energy at Maker’s Landing was electric as event founder, Rex Bowden, launched the day with a brief overview of how everything would be running before the “speed dating” timers and the scheduled meetings began.
The feedback from the buyers that attended speaks volumes:
“In general I thought it was a very well executed event. I was able to meet some suppliers of my core business, but was also able to see what other products were on offer, which I believe would be very popular in retail environments in the USA. Particularly shelf stable and frozen products which can lead to new business ventures.”
“For the first time in my life I did 41+ meetings over two days for a minimum of 20 minutes for each meeting. I also met a potential partner for the U.S. market and we are at an advanced stage of our collaboration. This was by far the most effective B2B event I have ever attended. Kudos to the team and sponsors, you did us proud.”
There were three Workshops held in the afternoon, which allowed more in depth knowledge to be shared by experts from Imani Development, AfCFTA, WESGRO, and USAID Africa Trade and Investment Activity, on topics including AfCFTA opportunities and developments, growing African exports, and sharing on who and what USAID Africa Trade & Investment Southern Africa Buy-in Activity is.
“I thought the workshops were excellent. I liked the format and length of the sessions. I attended two of the workshops, and both were informative, engaging and relevant to the event. Attendees felt comfortable asking questions to the speakers, which allowed for information sharing opportunities.”
After a day full of connection and learning, Day 2 of ETA rounded off with a networking wine tasting event, featuring several premium wine brands from around South Africa.
“The Catalyze Team reached out for the showcase evening, where we got to intermingle with industry buyers, the Engage Trade delegation and fellow entrepreneurs. It was extremely fruitful to get a response to our wine and we hope to be a part of the Engage Trade mission moving forward.”
“It was purely awesome. It perfectly mixed business with pleasure. The pleasure side of things was more than just pleasure or gratification as it seamlessly allowed for networking. So at times, by the time you meet someone for business the next day, you already have a good basis established from the wine tasting the day before. The pool of participants/network was great itself, lots of meaningful contacts made.”
WEDNESDAY 18 SEPTEMBER
The B2B matchmaking meetings continued throughout Wednesday, with the tables consistently full and buzzing with the forming of meaningful partnerships.
The program delivered on its efforts to promote industry growth and support the advancement of Africa’s economy, as can be seen in the feedback from the exporters attending:
“A most positive and constructive experience. Eliminates the ‘hit & miss’ factor applicable to many trade shows, through active pairing of buyers and sellers in meetings arranged by the organisers. Importantly, opportunities to meet and network socially are also organised.”
“It was a very well organised event. The buyers were willing to engage and specifically for Rasah Spice, I was surprised by the number of meetings organised and also the additional meetings that were arranged that were not part of the meeting list.”
“I was blown away by the unfaltering support from the team and the incredible contacts made. Just about everyone we spoke to felt like an important contact to be making and there are a few very exciting potential long term working relationships being built. Thank you! ”
Wednesday’s Workshops were given by Catalyze, Standard Bank and ITRISA, sharing their years of experience on trade program tactics and participation at international events, navigating Africa's key trade corridors and balancing risk and reward in trade finance, and preparing for growth and exporting.
“What truly made the magic happen was the focus on collaboration and connection. We had the chance to network with industry leaders, passionate entrepreneurs, and like-minded individuals who were all eager to share their knowledge and experiences. The organising team did an incredible job of creating an inclusive environment, a space of belonging. Thank you to the entire team.”
THURSDAY 19 SEPTEMBER
Thursday’s FMCG Ecosystem Site Tours remained one of the highlights of Engage Trade Africa. A unique way of networking, two groups of key international buyers, delegates, leading African producers, and associations, headed out on site visits to four leading companies, each chosen for their significant contributions to expanding African FMCG products into the global market.
The Food & Beverage tour visited ORYX Desert Salt and PURA Beverages, while the Cosmetics tour visited Pepper Tree Luxury Bath & Body and Feel Good Health. The buses met up at the V&A Waterfront to visit some of the retailers and enjoyed a wonderful meal at South African favourite, Spur Steak Ranches.
“Very good experience meeting many industry players in different sectors. Factory visits are also very informative, and I enjoyed seeing the different company’s ways of being innovative. Definitely made important business connections and I expect some business to flow in the near future.”
“Attending the Engage Trade Africa event was an incredible experience. I had the opportunity to meet numerous manufacturers and exporters, and I was thrilled to discover a variety of products that are not yet available in the USA. The event was a fantastic platform for networking and exploring new business opportunities. Overall, the Engage Trade Africa event exceeded my expectations and provided valuable insights and connections that will benefit my business endeavours. The follow up with the Catalyze team during and after the event has been amazing! I look forward to working with them to expand the product lines we import from Africa.”
THANK YOU TO OUR PARTNERS
Engage Trade Africa is only possible thanks to the support, belief, time, and investment from our amazing partners! Thank you to USAID Africa Trade and Investment Southern Africa Buy-In Activity, WESGRO, Standard Bank, AfCFTA, International Trade Centre, ITRISA, Imani Development, South African Tourism, Pietermaritzburg and Midlands Chamber of Business, Eastern Cape Development Corporation, and the Western Cape Dept of Agriculture.
