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AMMAN — The Jordan Exporters Association (JEA) is organising the first participation of local companies specialising in food industries in the Africa Food Show, which will take place in Cape Town, South Africa, from June 10 to 12.
According to a statement issued by the association on Monday, the participation in the exhibition is part of JEA’s ongoing efforts to support Jordanian industrial exports and diversify target markets by enhancing presence in non-traditional markets, the Jordan News Agency, Petra, reported.
JEA President Ahmad Khudari said that the move represents a qualitative shift in the association’s strategy aimed at opening new export horizons for Jordanian products, particularly in the food, pharmaceutical, and chemical sectors, which enjoy “promising” opportunities in the African market.
Khudari stressed that the association, through this participation, aims to explore export opportunities, open direct communication channels between Jordanian companies and African importers, and build “long-term” trade partnerships that will help increase national export levels to the African continent.
He pointed out that the African market, with more than 1.4 billion consumers, represents a “significant” strategic opportunity amid the rapid growth of the middle class and the increasing demand for “high-quality” products.
The JEA president noted that the association is working to expand the export base to include sectors such as medical supplies, cosmetics, and light chemical industries, efforts that will enhance the competitiveness of Jordanian products and strengthen their presence in these vital markets.
He explained that South Africa was selected for its “advanced” industrial economy, “robust” infrastructure, and status as a key trade hub for re-exporting to countries such as Mozambique, Namibia and Botswana, which will help promote the regional spread of Jordanian products.
JEA CEO Halim Abu Rahmeh described the participation as a “carefully considered strategic step,” following an “in-depth” assessment of available opportunities in the African market.
Abu Rahmeh added that the association has worked to ensure high-quality participation by selecting companies with strong production and export capacities and coordinating with the exhibition organisers to ensure effective involvement that fosters export deals and strategic partnerships.