A Marketing Feast
African food enterprises attract prospective customers at the CIIE
The China International Import Export (CIIE) has emerged as a valuable platform for China to share the fruits of its development with the world. It has also opened a new chapter in China-Africa economic cooperation. African enterprises actively participated in this year’s event, showcasing their unique products and advantages, and exploring for opportunities for African products to enter the Chinese market.
New market for citrus
“The CIIE is an important platform for Zimbabwean products to enter the Chinese market, and for our potential customers in China to see our strengths. It helps to further promote bilateral trade between Zimbabwe and China,” said Grasiano Nyaguse, minister plenipotentiary of the Embassy of Zimbabwe in China.
This is the second time for Zimbabwe to participate in the CIIE, and its booth this year was much spacious compared to last year’s 9-square-metre area. With six Zimbabwean companies showcasing their featured products in the Zimbabwe country pavilion and another six setting up individual booths, this year’s exhibition also featured more companies from Zimbabwe than last year, which showcased their agricultural, mineral, and leather products.
Zimbabwean exhibitors drew the attention of a large number of visitors, with bottles of juice being the star of the show. According to Nyaguse, the citrus juice, called Mazoe Orange Juice, has just been introduced into the Chinese market. Nyaguse said citrus is the most representative fruit of Zimbabwe. Due to a favourable climate, Zimbabwe produces good-quality fruit with high degree of sweetness. China, the world’s largest consumer market for citrus, is an export destination that Zimbabwe has long aspired for.
On 1 July 2022, China and Zimbabwe signed a citrus protocol to give Zimbabwean companies access to export citrus to China, and the two sides agreed on an export quota of 50,000 tonnes per year. However, due to insufficient cold treatment and other reasons, exports could not be completed. On 30 May, Chinese customs authorities permitted the cold treatment of fresh Zimbabwean citrus in transit through a third
country, relaxing the requirements for cold treatment of the product. The following month, citrus products from Zimbabwe finally entered the Chinese market.
Nyaguse said Zimbabwe is confident in the Chinese market, calling on the industry to increase production in order to meet the demand for exports to China. At the same time, the participation in the CIIE is likely to raise the visibility and popularity of Zimbabwean citrus in China more quickly.
New opportunity for co!ee
Andrew Gatera converses in fluent English and Chinese at a booth in the exhibition area for food and agricultural products. This is the second time for the young Rwandan to be at the CIIE, though this year he has a different role.
“Last year, I came to broaden my view. And I was impressed by the purchasing power and great potential of the Chinese market. Currently, the coffee culture is well-developed in China. Therefore, this year I am exhibiting G-Step, my own coffee brand, aiming to promote Rwandan coffee while also encouraging people to visit my country,” Gatera said.
While distributing coffee samples, he continued, “The CIIE is a great international platform where business opportunities abound, and buyers are right here on the spot. At one time it might have been difficult to do business in China, but now everything has become easier. China is opening up wider and providing a better environment for foreign businesses. In only a few days, G-Step has secured a good number of orders.”
Rwandan coffee has been exhibited many times at the CIIE. Except for coffee, Rwanda also exports agricultural products like chili, honey and tea. “In recent years, China has increased its imports of agricultural products from Africa, and has become the continent’s second-largest export destination for such products,” said Samuel Abikunda, commercial counsellor of Rwandan embassy in China.
Since the first edition of the CIIE held in 2018, Rwandan companies have been eyeing business opportunities in China, and the results have been promising. Rwanda’s exports to China have increased substantially in recent years. Through the CIIE, more Rwandan products have entered the Chinese market and made their way into Chinese consumers’ homes.
Cocoa debut
The CIIE is also a platform that welcomes new products. Cocoa LOVE from Ghana is an enterprise specialising
African enterprises actively participated in this year’s event, showcasing their unique products and advantages, and exploring for opportunities for African products to enter the Chinese market.
in cocoa processing. Its main products include various flavours of cocoa powder, cocoa candy, chocolate products, etc. The company’s director Isabella Esanti said this is the first time for them to exhibit in the CIIE. In June this year, Esanti just displayed his company’s flagship product cocoa powder at the China-Africa Economic and Trade Expo held in Changsha in central China’s Hunan Province, which “allowed me to see the huge market and the purchasing power of Chinese consumers,” Esanti said.
The positive experience inspired Esanti to participate in another international expo in China to explore new channels for her products. The CIIE offered the opportunity Esanti had been waiting for. She brought with her natural cocoa powder and made cocoa drinks on the spot. As hot water poured in, the fragrance of cocoa immediately drew the visitors, and even dealers to discuss orders. Esanti was very busy.
Speaking of her trip to the CIIE, Esanti said that thanks to Standard Bank of South Africa, she was able to bring high-quality Ghanaian cocoa powder to the CIIE and to Chinese consumers.
Standard Bank, which operates as Stanbic Bank in some countries, is one of the largest banks in South Africa and also one of the leading financial service providers in Africa. This year, Stanbic Bank Ghana supported several enterprise representatives from Ghana to exhibit in the CIIE, providing convenience for Ghanaian enterprises to enter the Chinese market.
Aurelia Odame, head of Africa-China trade banking at Stanbic Bank Ghana, said that as consumption has become the main driving force of China’s economy and the demand for imports in the Chinese market continues to expand, the CIIE will become a new platform for Ghanaian enterprises to enter the Chinese market.