Ya­mama Gem­mer goes in­ter­na­tional

Vuk'uzenzele - - Advejrotbosrial -

THE FAIR HAS about 7 000 com­pa­nies from over 109 coun­tries pre­sent­ing their prod­ucts to re­tail and food ser­vice pro­fes­sion­als.

ASouth African gin­ger beer man­u­fac­tur­ing com­pany Ya­mama Gem­mer is set to break into the Euro­pean bev­er­age sec­tor af­ter show­cas­ing their goods at the Salon In­ter­na­tional de l’al­i­men­ta­tion (SIAL) in­ter­na­tional food in­no­va­tion ex­hi­bi­tion that re­cently took place in Paris France.

Mosi­budi Mak­gato founder of Ya­mama Gem­mer is among the 38 South African en­ter­prises that show­cased their prod­ucts and ser­vices at the 27th edi­tion of the SIAL.

The Depart­ment of Trade and In­dus­try (dti) led a del­e­ga­tion of lo­cal agro-pro­cess­ing com­pa­nies to the world’s largest food prod­ucts ex­hi­bi­tion to be held this year.

Back in 2010, Mak­gato and her sis­ter Rose­mary Padi were ex­per­i­ment­ing with a ca­ter­ing busi­ness, which re­sulted in the pair in­tro­duc­ing gin­ger beer as part of their of­fer­ing.

“We be­gan notic­ing that gin­ger beer was flow­ing more than al­co­holic bev­er­ages.”

“We also loved the idea be­cause it had a nos­tal­gic ele­ment to it and that was when we grasped that there was a gap in the mar­ket for gin­ger beer bev­er­ages,” said Mak­gato.

Mak­gato’s Ya­mama Gem­mer is sold in both con­cen­trated and in ready-to-drink form and is mar­keted as a healthy life­style drink.

The com­pany par­tic­i­pated in SIAL through the dti’s Ex­port Mar­ket­ing and In­vest­ment As­sis­tance (EMIA) scheme. The ob­jec­tive of the scheme is to de­velop ex­port mar­kets for South African prod­ucts and ser­vices, and to re­cruit new for­eign di­rect in­vest­ments into the coun­try.

SIAL is the global show­case for the food in­dus­try with un­ri­valled geo­graphic cov­er­age of Eu­rope and the rest of the world, which spe­cialises in the food pro­cess­ing in­dus­try.

The trade show is ded­i­cated to the agri-food in­dus­try, food re­tail, and in­sti­tu­tional and com­mer­cial ca­ter­ing.

South African Mar­ket­ing Of­fi­cer re­spon­si­ble for Eco­nomic Af­fairs in France, Mustapha Adams, said the ex­hi­bi­tion is a strate­gic gate­way for lo­cal com­pa­nies into the Euro­pean mar­ket.

“If one is look­ing for any agro-pro­cess­ing prod­ucts or ser­vices SIAL is the plat­form to find them and the ad­van­tage for South African com­pa­nies on show is that they will be able to mea­sure how their prod­ucts fare both com­par­a­tively and com­pet­i­tively against those from other coun­tries,” said Adams.

SAnews.gov.za

Ya­mama Gem­mer is set to break into the Euro­pean bev­er­age sec­tor af­ter show­cas­ing their goods at the Salon In­ter­na­tional de l’al­i­men­ta­tion (SIAL).

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