Cape Town to Host Engage Trade Africa

Engage Trade Africa (ETA), an established market access program facilitating FMCG trade between Africa and international markets, returns to Cape Town from 16 to 19 September 2024. Hosted at Makers Landing in the V&A Waterfront, the four-day event will bring together exporters, buyers, industry associations and experts from South Africa, Africa, and the U.S. to foster new opportunities and strengthen global partnerships.

ETA 2024 will showcase 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. The event aims to create lasting business connections and expand Africa’s FMCG trade.

Engage Trade Africa was designed and developed by Catalyze, a premier engagement agency specialising in international trade events and facilitating business connections through B2B Matchmaking programs. Catalyze works with over 300 buyers annually, travelling to events worldwide to find buyers passionate about the unequalled quality and value Africa has to offer.

“Engage Trade Africa is a game-changer for African FMCG producers,” says Rex Bowden, Managing Director of Catalyze. “We are flying buyers representing 13 countries to this year’s event, offering an opportunity to connect with global buyers and explore untapped markets.”

The event offers four days of connecting with those sharing and shaping the FMCG industry from Africa and abroad. These connections will happen formally in targeted B2B Matchmaking meetings and tailored workshops.

B2B Matchmaking meetings between exporters and buyers are carefully scheduled and choreographed, ensuring that each interaction is optimised for successful outcomes. Industry experts and partners will deliver insightful sessions in small workshop format on trade trends, financing, market access, and business strategy.

ETA is supported by a select group of esteemed partners, who bring extensive expertise and influence to the event. 2024 partners include Wesgro, USAID Africa Trade and Investment Southern Africa, AfCFTA, Standard Bank, The International Trade Center, South African Tourism, ITRISA, PMCB, and Imani Development.

Beyond formal networking, ETA offers delegates a chance to connect organically through shared experiences, including an open-top bus tour of beautiful Cape Town, a wine tasting featuring 16 African wineries, and a day of FMCG ecosystem site tours.