Cape Town: The Jordanian Exporters Association (JEA) is facilitating the inaugural official participation of local food industry companies at Africa's Big 7, a prominent food and beverage trade exhibition taking place in Cape Town, South Africa, from June 10-12.
According to Jordan News Agency, this initiative is part of JEA's continuous efforts to enhance Jordanian exports by exploring new markets, with a particular focus on the African continent. The move is seen as a strategic shift towards non-traditional markets, which are increasingly becoming a priority for Jordanian exporters.
Senator Ahmad Al-Khodari, President of the JEA, emphasized the significance of this development, viewing it as a strategic extension of the association's agenda to broaden export opportunities for Jordanian products. He identified sectors such as food, pharmaceuticals, and chemicals as areas with considerable potential in the African market.
Al-Khodari outlined the objectives of participating in the exhibition, which include identifying export opportunities, establishing direct connections with African importers, and forming long-lasting trade partnerships. He noted Africa's vast market of over 1.4 billion consumers, a growing middle class, and escalating demand for quality goods as key factors that present strategic opportunities for Jordanian enterprises.
South Africa was specifically chosen for its developed economy, robust infrastructure, and its pivotal role as a commercial hub for re-exporting to adjacent countries like Mozambique, Namibia, and Botswana. Al-Khodari stressed that focusing on Africa is no longer optional but a crucial national strategy, especially in light of challenges faced in traditional markets.
Halim Abu Rahmeh, the association's General Manager, described the participation as a deliberate strategic measure following a thorough evaluation of market prospects. He stated that the JEA meticulously selected companies with strong production and export capabilities to ensure a significant presence aimed at securing agreements and partnerships.
Abu Rahmeh further highlighted that this initiative is intended to gather accurate, on-the-ground market intelligence, aiding in the development of a future roadmap for Jordanian exports to Africa. He asserted that success in this market necessitates a consistent presence and direct promotion, which aligns with the association's long-term vision.