From Chillies to Honey: SA Businesses Hunt for Deals in Saudi Arabia

In the heart of Riyadh, a dozen South African businesses are on a determined quest to turn Middle Eastern interest into concrete export deals. Led by the Department of Trade, Industry and Competition (the dtic), this outward selling mission is a focused effort to carve out a new market for homegrown products in the lucrative Saudi Arabian economy.

The delegation, which includes companies from the agro-processing and medical equipment sectors, is spending its days in a series of intensive business-to-business meetings. The goal is simple but ambitious: to build the sustainable partnerships needed to get South African goods onto Saudi shelves.

A Chunky Chilli Relish Tests the Waters

For small businesses like Chuck Chilli, this mission is a pivotal opportunity. CEO Boikano Sikwane is pitching his unique, ready-to-eat chunky chilli relish, hoping its fresh ingredients and unique flavour profile will resonate with Saudi consumers.

“We are exploring export opportunities and hope our unique flavour could blend well with the region,” Sikwane said, acknowledging the early stages of the process. “Although not much has happened yet, we believe the series of meetings and site visits will help us clinch deals before we leave.”

His cautious optimism reflects the reality of such missionssuccess is built one conversation at a time.

Building a “Meant to Bee” Supply Chain

For other participants, the search is for strategic partners, not just buyers. Hendrina Botes, CEO of Meant to Bee, a producer of high-quality South African honey, is looking for distributors who understand the local Saudi market inside and out.

“We are looking for partners who already understand the consumer buying behaviour and volume requirements in this region, and who can help us build a long-term, consistent supply chain,” Botes explained.

Her approach is methodical. With a schedule packed with meetings with potential investors and distributors, she is confident that these targeted engagements can lead to “long-term collaboration.”

This government-led mission is a critical bridge, offering South African exporters direct market insight and invaluable face-to-face connections with key buyers and importers in the Gulf region. As the talks in Riyadh continue, the hope is that this week’s handshakes will lay the foundation for signed contracts, creating new, durable trade links that benefit the South African economy for years to come.

{Source: IOL}

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