With the assistance of Wesgro and partner David Zhang, owner of Shanghai Capel Industry Co. Ltd., six Western Cape companies were given the opportunity to attend and participate in the most prominent food show in Asia, FHC China. The companies included Bokomo/ SAD, Burchells Foods, Baarsma Wines, Waterstone Wines, KWV Wine and Intaka, better known for their Loaded Smoothie fame.  KWV took home a gold award for their 2005 Catherdral Cellar Triptych and a silver award for their 2008 Café Culture Pinotage in the ‘Best of Class’ category.

FHC China is a renowned international trade show for food, wine and hospitality equipment in China. It is therefore on the top of the list on Wesgro’s annual events calendar. The exhibition boasts a successful track record for the last 13 years and is attended by approximately 20 000 buyers from across China. The latest exhibition hosted in November 2009 reported 849 exhibiting companies from 61 countries and regions and 28 official national pavilions. As part of the event there were specialist sections and events for wine & spirits; tea; coffee and meat.

China has overtaken global export giants such as the US and UK to become South Africa’s leading export destination after buying more than R41-billion worth of South African exports in 2009. Political tensions surrounding South Africa’s trade deficit with China has strengthened proactive measures by the Chinese government to remedy the imbalance. As a result China has increased their buying power in South Africa and surpassed SA’s former exporting titans. With Chinese consumers set to become the driving force behind global development, Wesgro aims to take advantage of this current trend through their SA Food World Initiative.

As the official trade and investment promotion agency for the Western Cape, Wesgro aims to identify business opportunities for Western Cape companies, particularly those wishing to export to foreign markets. To further that aim the SA Food World initiative was established in 2008 after Wesgro successfully facilitated Bokomo’s export contract to Walmart stores in China. Since then Wesgro has used this leverage to access greater opportunities for other local companies using platforms such as FHC China to showcase South African products.

The overwhelming success and invaluable experience gained during this visit has opened many doors for the local food and wine industry.

Western Cape companies who are interested in participating in future 2010 exhibitions and conferences should contact:

Ms Joyce Cheung,
Trade Promotion Manager: Asia
Tel: 021 487 8600
Email: joyce@wesgro.co.za