How does a young, female cashew farmer in Africa attract buyers in Europe when airports are closed and flights are cancelled?
Making connections between farmers, processors and global buyers is a key priority for the Fi Europe Connect virtual food and beverage trade fair taking place from 23 November to 4 December this year.
As the world seeks to recover from the damaging trade and economic effects of the COVID health crisis, the International Trade Centre (ITC) is facilitating nine African companies and cooperatives to showcase their products at the virtual trade fair.
Companies represented at the trade fair include producers of cashew nuts from Cote d'Ivoire, cocoa and shea butter from Ghana and ginger, turmeric, chilli, edible shea and cashew nuts from Nigeria.
With over 10,000 visitors expected online, participants from these companies and organisations will benefit from direct connections to buyers in Europe and elsewhere including through the use of a sophisticated artificial intelligence matchmaking programme.
Just as consumers want to know more about where their food comes from, African farmers and processors are keen to understand more about what buyers and consumers are looking for in their produce.
The Fi Europe Connect trade fair includes live expert sessions for participants to access the latest information on trends in the European food and beverage industry.
With the industry changing rapidly in response to current global trade challenges, the opportunity to connect African women farmers to European markets is both valuable and helpful.
The world is looking for greater sustainability in global value chains, so the advantages of clean, green African farming will continue to attract attention and interest.
For more information on each of these companies and collectives, and to see the range of products on offer, click here for the Fi Europe Connect trade fair.
Both of these initiatives are funded by the United Kingdom's Foreign, Commonwealth & Development Office.
This article was originally published by International Trade Centre.