The promotion of Western Cape agricultural products goes virtual

by Londiwe Thabethe, londiwet@elsenburg.com

IIt has been noted in various strategic documents that market access is a provincial and ministerial priority for the current term of office in the Western Cape. The aim is to increase market access and international opportunities for agricultural exports from the Western Cape so that the agricultural sector maintains its export position for the next five years. Market access is a critical variable in the growth of the agricultural sector and the Western Cape economy.

The Western Cape Department of Agriculture (WCDoA) has committed to support the sector to ensure its continued dominance in traditional markets, while developing and growing markets elsewhere, particularly in Africa and China. It is for this reason that since 2014, the Programme: Agricultural Economic Services of the

WCDoA has provided support for companies to participate in the Food and Hospitality China (FHC) event. This takes place in Shanghai, China on an annual basis. Over the years, an average of 20 food, beverage and cosmetics companies participated on this platform.

The COVID-19 pandemic compelled the organisers of the FHC 2020 to consider a hybrid kind of an event. This event involved a physical pavilion at the exhibition venue and company owners connecting virtually from their home countries via platforms like WeChat and Zoom Chat.

To make use of this opportunity, which took place from 10 to 12 November 2020, the department participated in its first ever FHC virtual exhibition, where 16 companies were supported. This included the physical showcasing of their products at the event, digital content and a 12-month online subscription on three e-commerce platforms (Saladplate, Jgle and ezbuy). A range of processed agricultural products from the province was showcased at the event and for the next 12 months on the three buyerand-seller e-commerce platforms. The aim is to increase the coverage and impact of the support provided to these companies, given the tough times brought on by the COVID-19 pandemic.

Since the department officials were not able to attend the exhibition event in person, the South African (SA) consulate in Shanghai managed activities in China. Ms Mpho Hlahla, the consul-general, attended the event to monitor the proceedings. Also in attendance was Mr Rirhandzu Mahlale, consul (economic) from the SA consulate and Mr Mashudu Silimela, agricultural attaché from the SA Embassy in Beijing.

Even though the exhibition was virtual, it proved to be an exciting and productive event for all of the participating companies. Various companies managed to clinch deals from new and existing importers, which will benefit the Western Cape economy. AP