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In the field The Commercial Department celebrates successful Intra-Africa Trade Fair

This year, the Intra-Africa Trade Fair (IATF) brought together even more professionals under one roof for a full seven days during November 2021 at the ICC in Durban.

The Department of Trade, Industry and Competition (DTIC) welcomed Illovo Sugar South Africa as a participant at this fair, which featured professional sessions and speakers, live performances, an unrivalled list of exhibitors and some very special cultural attractions. It was also a chance to meet exhibitors from all sectors and nations around Africa who were presenting their work.

This is the first time Illovo Sugar has attended this prestigious event, and the company has teamed with DTIC with the hopes of showcasing Illovo products in other African countries in the future, particularly in the syrup industry, and hopefully worldwide via countries such as China. Mthokozisi Sibisi, Trade Execution Manager, from the Commercial team said that “We would like to take the business to greater heights and be internationally recognised!”

The commercial team took advantage of this opportunity to promote Illovo Syrup as well as the new brown sugar pack. An estimated 4 500 people visited the Illovo stand, with a significant number tasting our syrup for the first time and expressing an interest in doing business with Illovo in the near future. Mthokozisi added “We do hope this will increase syrup sales because Illovo has gained potential new consumers who have never experienced our syrup before”. Many individuals were thrilled to see and read about the new brown sugar packs, and enjoyed reading the growers stories.

Illovo products have room for growth in the market, and Illovo will be sure to support opportunities like this to showcase and advertise our products. This trade fair gave Illovo the opportunity to meet new people, gain new business and gain new customers.