food Marketing - Technology 4/2023

Editorial
Hidden in Full Sight
There has always been a lot of talk
about Africa, especially when it comes
to food. For so many people, Africa is
a large unknown. The only true way to
discover what Africa has to offer is to
visit and take a look.
My recent trip to Ethiopia helped me
to see much of what makes Africa so
special. It starts with a hospitality and
warmth of the people. It feels like a
genuine welcome, which is not always
the case in some other countries. I
have experienced the same thing in
other parts of Africa too.
Of course, Africa is not a country,
but a whole continent and it is unfair
to generalise. However, the people
I have personally met have shown
an optimism, energy and strength to
make something happen. In Africa
there are many natural resources for
agriculture and other industries, due
to the unique climate and geographical
conditions. Some parts of the
continent provide such well-known
foods as cacao, maize, sorghum, nuts,
many fruits and acacia gum.
Ethiopia is considered the birthplace
of coffee, as the Arabica bean was first
cultivated there. The climatic conditions
and soil make the coffee plants and
cherries thrive. The coffee tradition and
the know-how of the coffee farmers,
passed down from generation to
generation, have laid the foundation for
high-quality processing. Whilst much
of this processing still uses traditional
methods by hand, there is also support
from suppliers of equipment and
machinery. More details on this visit to
Addis Ababa can be found on page 40.
Later in this issue is a more in-depth
report on Ethiopia and its resources,
from the German Import Promotion
Desk (IPD). It is sometimes astonishing
to discover so many riches, which
were simply not recognised before. Of
course, I tried and enjoyed injera with a
spicy sauce.
Africa is proving very interesting for
exporters of equipment in the food
and beverage sector. This will help to
harvest raw materials and increase
value in underdeveloped regions. The
Ian Healey
Editor-in-Chief
German exhibition organiser fairtrade
has built up experience over 30 years
through their pioneering events in West
and East Africa in both agrofood and
plastics, printing and packaging. Paul
März, Managing Director of fairtrade:
“Ethiopia has long been the largest
food market in East and Central Africa
and the F&B sector is by far the largest
segment of Ethiopia’s manufacturing
industry. This year’s exhibition is
the largest in its history, with trade
visitors from all over Ethiopia and the
neighbouring countries.”
As the political stability has settled
most African nations, overseas investment
is becoming more attractive;
the hidden potential in Africa is being
uncovered. As one expert recently
said: “African agriculture is at the
crossroads … Africa is starting to
focus on agricultural innovation as
its new engine for regional trade and
prosperity.“
Africa can be a positive answer for the
rest of the world.
Cheers
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food Marketing & Technology • August 2023
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food Marketing & Technology • August 2023