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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 If you like it – subscribe! food Marketing & Technology • August 2023 3 food Marketing & Technology • August 2023
