THE Zimbabwean delegation to the Intra-African Trade Fair 2025 (IATF2025) in Algeria has reported a successful outing, with multiple companies securing promising leads and distribution agreements aimed at expanding their footprint across African markets.
The event, a key platform for advancing the African Continental Free Trade Area (AfCFTA), featured a diverse range of Zimbabwean exporters.
Sectors represented included manufacturing, agriculture, leather goods, fast-moving consumer goods, and handicrafts.
The delegation was supported by ZimTrade and the Ministry of Foreign Affairs and International Trade.
Algeria, with an economy valued at US$260 billion, presents a significant opportunity for Zimbabwean businesses seeking new export destinations beyond traditional European markets.
Primrose Kamombe, an agronomist with food producer Kuminda, noted the fair provided crucial exposure to continental buyers.
“Our experience has been productive. We currently export to Europe and the UK, but to almost zero African countries,” she said.
“The IATF has given us exposure to numerous intra-African markets. We have generated promising leads and are looking towards exporting to Algeria.”
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Ronald Huku, managing director of King's Leather, reported concrete outcomes from the event.
“We met potential business-to-business suppliers and distributors and have secured four to five distributor relationships. These are expected to develop into long-term business arrangements. Our goal is to expand into regional and international markets,” stated Huku.
The fair also provided valuable market intelligence.
Princess Ndlovu, a quality control inspector at Arenel Foods, said “we received positive feedback and numerous enquiries about potential partnerships. Events like this support the vision of a single African marketplace.”
Beyond commercial deals, the event offered learning opportunities.
Sandra Ndebele, chairperson of the National Handcraft Centre of Zimbabwe, highlighted the cultural exchange.
“Algerians place strong emphasis on preserving their culture and heritage in crafts, food, and dress. This has been an eye-opener for us in terms of preservation techniques, an area we can develop further in Zimbabwe,” she noted.
Allan Majuru, chief executive officer of ZimTrade, emphasised the strategic importance of participating.
“The primary objectives were to strike deals, raise awareness, and gain market insights. We have made a strong start. The quality of Zimbabwean products was well-received, particularly in confectionery, cigars, honey, crafts, and coffee,” he said.
Majuru added that Algeria is not only a target export market but also a potential source of investment, with discussion around using Zimbabwe as a regional production hub.
A dedicated Zimbabwe-Algeria Trade and Investment Business Forum held on the sidelines reinforced commitment to stronger ties.
Rabah Fassih, director of promotion and support for economic exchanges at Algeria’s Ministry of Foreign Affairs said Zimbabwe offers strong opportunities for collaboration with Algerian businesses.
“We are committed to working closely to transform these aspirations into concrete outcomes.”
From the Zimbabwean side, Rudo Faranisi, chief director for economic cooperation, international trade and diaspora in the Ministry of Foreign Affairs, emphasised that partnership should include capacity building and knowledge transfer, not just trade and investment.
Sector-specific successes included Mosi Oa Tunya Cigars, which garnered interest from non-traditional markets such as the Bahamas.
Changamiri Coffee Company used the event to research North African consumer preferences, with plans to return for more detailed negotiations.
With IATF2025 projected to generate business deals worth over US$44 billion, the Zimbabwean delegation has established a firm foundation for increasing its participation in continental trade under the AfCFTA framework.
