Prodeca explores opportunities for Catalan food in the premium markets of South Africa and Botswana

The business mission to South Africa and Botswana organised by Prodeca, held from 9 to 18 June, has come to an end, allowing four Catalan agri-food companies to deepen their knowledge of two markets with complementary characteristics in southern Africa. The activity, held from 9 to 18 June, involved Santiveri, Cuniespluga, Molí Parellada and Gran Bouqué (Agroalimentaria del Ebro).

The first stage of the trip took place in Cape Town (South Africa), one of the region's main logistics and trade hubs. The aim was to identify multi-product importers, validate the positioning of Catalan products in a mature market and generate contacts with operators able to work on a regional scale.

During the stay, the participating companies carried out a scouting visit to the Africa Saudi Show trade fair, held group meetings with importers and distributors and took part in sessions focused on specific product categories. The programme also included visits to premium retail outlets and the Horeca channel, as well as meetings with industry associations.

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South Africa is the most developed agri-food market in sub-Saharan Africa, with a modern and highly structured distribution network. Within it, the Western Cape region stands out for demand geared towards quality products, a significant presence of imported goods and a commercial ecosystem that eases access to other markets in the area.

The second part of the mission focused on Gaborone, the capital of Botswana. Despite its smaller size, the country is highly dependent on food imports and has a consumption profile geared towards value-added segments.

The Catalan companies held meetings with specialist importers and distributors, analysed mid- to high-end retail outlets and Horeca establishments and assessed the presence of imported products and competitors in gourmet categories. The aim was to identify positioning opportunities in selective channels and confirm interest in differentiated products.

The mission's conclusions confirm that Cape Town acts as the leading regional hub for southern Africa, while Botswana offers specific opportunities in premium segments thanks to its economic stability, purchasing power and dependence on imports. Combining both markets has given the participating companies a complementary view of the growth potential for Catalan food in the region and helped them identify new contacts for future commercial activities.