EU, ITC Drive Eswatini’s Global Export Ambitions at Berlin Fresh Produce Trade Fair

Recognised as the world’s leading international trade fair for the fresh fruit and vegetable sector, the exhibition convened global producers, exporters, buyers, logistics providers, and technology innovators, offering a high-value platform for Eswatini’s farmers and agribusiness institutions to engage directly with international market players. 

ITC

Eswatini’s participation in the global showcase formed part of the broader “Eswatini: Promoting growth through competitive alliances” programme, supported by the EU and implemented by the ITC in partnership with the Government of Eswatini. The programme is designed, amongst other strategic priorities, to unlock key constraints to competitiveness, strengthen private sector development, and enhance the country’s effective utilisation of trade opportunities under the European Union-Southern African Development Community Economic Partnership Agreement (EU-SADC EPA). The agreement provides Eswatini with preferential access to the EU market, creating significant opportunities for export-oriented sectors, including the fresh produce sector.

The delegation comprised three export-ready agricultural enterprises: Emavaneni Farms, Agritech Solutions, and Wakitsi Farms, along with a representative from the National Agricultural Marketing Board (NAMBoard). Participation at Fruit Logistica aligns with national and regional priorities to improve standards compliance, strengthen value chains, and position Eswatini within international fresh produce markets.

Cynthia Simelane, Sales and Marketing Manager at NAMBoard, emphasised the strategic importance of the event. 

“Fruit Logistica 2026 provided direct exposure to global best practices and market expectations. The engagements strengthened our understanding of the regulatory, technical, and commercial requirements needed to support Eswatini’s farmers in accessing international markets,” she said.  

A dominant theme throughout the exhibition was the critical role of certification, particularly GLOBAL G.A.P, as a prerequisite for entry into European markets.

“Eswatini farmers are capable of producing fresh produce that meets international quality standards. However, certification remains the defining gap. Accelerating farmer support toward GLOBAL G.A.P certification is essential for unlocking export opportunities,” Simelane added.

For participating farmers, the exhibition provided both validation and motivation. Gcinile Mhlanga, Director of Emavaneni Farms, described the experience as highly encouraging. 

“One of my biggest insights from the exhibition is that Eswatini has great potential. I was encouraged to see that the produce showcased is very similar to what I am currently growing, particularly in terms of quality.”

Mhlanga further highlighted the importance of internationally recognised production inputs. “I was pleased to discover that my seed supplier is internationally recognised. It is a company from the Netherlands, which gave me confidence that I am already working with inputs that meet international benchmarks.”

Importantly, the exhibition sharpened her strategic priorities. “Importers consistently stressed that GLOBAL G.A.P is a minimum requirement for entry into European markets. I have started the certification process with the support of ITC and NAMBoard. While it is rigorous, it is necessary.”

The exhibition also provided important competitive and logistical insights for Eswatini’s exporters. Themba Dlamini, Managing Director of Wakitsi Farms, emphasised the value of understanding global market dynamics.

“Fruit Logistica offered a comprehensive platform to analyse the global fresh produce landscape. It enabled us to better understand our competition by country and production season, while also highlighting the logistical and cost-related factors that influence competitiveness in the European market.”

He added that the exposure has strengthened his business confidence and positioning. 

“Our participation reinforced our credibility as a supplier capable of engaging with high-end international markets. The experience has significantly strengthened our readiness to pursue direct export opportunities and refine our strategic planning for global growth.”

Commenting on the broader significance of the initiative, Eva-Maria Engdahl, European Union Head of Cooperation, said the EU remains committed to supporting Eswatini’s integration into regional and global markets. 

“The EU-SADC Economic Partnership Agreement creates real opportunities for Eswatini’s producers, and initiatives such as participation at Fruit Logistica are essential for translating these opportunities into tangible economic outcomes for farmers and MSMEs.”

Eswatini’s participation at Fruit Logistica 2026 is expected to contribute to improved market intelligence, stronger commercial linkages, and enhanced export readiness, critical factors for increasing the country’s utilisation of preferential market access under the EU-SADC EPA.

About the European Union Delegation to Eswatini

The EU Delegation to Eswatini is responsible for managing diplomatic relations between the EU and the Kingdom of Eswatini. These relations cover political relations, development cooperation, economic and trade relations as well as other areas of mutual interest between the two partners. The central objective of this partnership is to reduce and ultimately eradicate poverty through sustainable development, the progressive integration of Eswatini into the world economy, and the promotion of the rule of law, democracy, and human rights. 

About ITC

The International Trade Centre is the joint agency of the World Trade Organization and the United Nations. ITC assists small and medium-sized enterprises in developing and transitioning economies to become more competitive in global markets, thereby contributing to sustainable and inclusive economic development within the frameworks of the Aid-for-Trade agenda and the United Nations’ Sustainable Development Goals (SDGs).   

About the Programme

The ITC-Alliances for Action programme 'Eswatini: Promoting growth through competitive alliances', funded by the EU, supports job creation for small farmers, entrepreneurs, and artisans. Eswatini offers the global market unique organic produce, artisan roasted coffee, handmade cultural creations, and gourmet condiment lines. 

ITC works closely with smallholder farmers, agro-processors, and artisans in Eswatini to support them in ways that are sustainable and benefit both people and the planet. In this way, ITC fosters and preserves cultural heritage, and draws on artisan skills and concepts of green growth. 

Alliances for Action is an ITC initiative that seeks to transform food systems through producer partnerships that cultivate ethical, climate-smart, sustainable agricultural value chains.