Market Linkages & Matchmaking: Driving Sustainable Trade & Job Creation for Agribusinesses
Who
German Federal Ministry for Economic Cooperation and Development (BMZ), GIZ, ProFound, and local experts
Service
Market Readiness, Market Entry
What
Support African companies in accessing international markets, primarily through trade shows and business linkages. The project focuses on enhancing export readiness, fostering business relationships, and increasing employment through commercial expansion.
Where
Egypt, Ethiopia, Rwanda, Ghana, Côte d’Ivoire, Senegal, Morocco
When
December 2023 – November 2025
PROJECT DESCRIPTION:
This project is designed to support African businesses in entering international markets, with a focus on agribusiness, food ingredients, and health & cosmetics. Delivered by BMZ, GIZ, ProFound, and local experts, it offers tailored training, matchmaking, and trade fair participation to enhance export readiness and build strong business relationships.
Through capacity building, compliance support, and business linkage facilitation, the initiative strengthens African supply chains, creates job opportunities, and drives sustainable market growth in key regions, including Egypt, Ethiopia, Rwanda, Ghana, Côte d’Ivoire, Senegal, and Morocco.
Did you Know?
In 2019, ProFound implemented the project “Cluster Support for the Agricultural and Food Industries in Ethiopia.”
Building on a pre-selection process already carried out by GIZ, ProFound identified 25 SMEs to develop tailored business and linkage plans.
We are always inspired by the opportunity to create systems that can be applied from a local to a global scale.
What are We doing?
Company Selection & Readiness Assessment
Identifying and shortlisting high-potential companies based on predefined criteria.
Conducting market/export readiness assessments, including operations, capacity, and strategic market entry planning.
Business Linkages & Matchmaking
- Identifying and connecting African companies with potential European buyers.
- Gathering buyer requirements and facilitating business negotiations.
- Implementing the Business Linkages Intervention Plan (BLIP) to strengthen international partnerships.
Post-Trade Show Follow-up & Digital Market Access:
Supporting companies in responding to buyer inquiries and securing deals.
Trade Fair Preparation & Participation
- Identifying suitable trade fairs in Europe and other regions as needed.
- Training companies on engaging with buyers before, during, and after events.
- Assisting with trade fair logistics and representation.
Capacity Building & Compliance
- Addressing gaps in documentation, quality management, and certification.
- Training on sustainability, traceability, and regulatory compliance (SDGs, organic standards, climate-smart practices).
- Implementing structured training on pitching, networking, and business development.
What do We Aim to Achieve?
This initiative plays a vital role in equipping African businesses with the skills, knowledge, and connections needed to expand into international markets while fostering sustainable economic growth.
Companies
Receiving training for international trade.
Countries
Strengthening business capabilities through targeted training, increasing market access and job creation in African supply chains, and enhancing sustainability and compliance with European market standards.