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USAPEEC hosts Sub-Saharan Africa mission

June 13, 2024

Participants deem event a success

USAPEEC hosted its annual Sub-Saharan Africa (SSA) trade mission last week with more than 20 members and 70 importers from across Africa coming to Cape Town for the three-day event. The mission opened with presentations by USAPEEC’s Jena Gress on the U.S. poultry industry and SSA Regional Director Zelda Sharp on regional programs.

The focus then shifted to business development, with members and importers participating in round-robin meetings to discuss sales, network, and explore new partnerships, with the goal of boosting U.S. poultry exports to the region.

Thursday followed a similar format, culminating in a trade reception featuring remarks by Ali Abdi, Ministry Counselor of Agriculture at the Foreign Agricultural Service (FAS) Pretoria. The final morning offered another round of meetings.

The event was hailed as a success, with many attendees praising its productivity and informative nature. Several participants also expressed a preference for this format over traditional global trade shows.