El-Sebai: South Africa Is a Strategic Hub for Our Export Expansion
Engineer Ahmed El-Sebai, General Manager of the Egyptian Swiss Group for Pasta, Milling, and Concentrates, stated that the company is participating in the Egyptian trade mission to South Africa as part of its ongoing commitment to expanding into high-potential markets—foremost among them, African countries.
This participation comes within the framework of the official trade mission organized by the Food Export Council to South Africa from May 4 to 9, 2025. The mission includes 29 Egyptian companies and 52 delegates, alongside strong participation from major South African importers, distributors, and food industry traders.
El-Sebai emphasized that the South African market plays a strategic role in the group’s plans to boost food exports, particularly given the rising demand for high-quality, competitively priced products.
He revealed that Egyptian Swiss began exporting its products to South Africa last year and is now seeking to expand those operations in the coming period, noting that South Africa also serves as a gateway to neighboring countries across the region.
He stressed the need for an agreement with South African authorities to eliminate the 43% import tariff imposed on pasta products, in order to ease trade flows and support the implementation of the African Continental Free Trade Agreement (AfCFTA).
Strong Focus on the South African Market
Commenting on the sidelines of the mission, El-Sebai said: “We are looking to open new horizons for Egyptian exports in general—and for our products in particular—in South Africa. This market offers tremendous consumer potential and cultural diversity that supports the spread of food products, making it a promising opportunity to gain significant market share.”
He added, “We are closely monitoring evolving consumption patterns in South Africa and are working to tailor our products in terms of packaging sizes, design, and ingredients to meet local requirements, including halal standards and food labeling regulations.”
Site Visits and B2B Engagements
El-Sebai noted that the first day of the mission included field visits to major retail chains such as Pick n Pay, Shoprite and Superspar in the Sandton area, with the aim of observing consumer behavior, product displays, and pricing trends.
Additionally, Egyptian Swiss held bilateral meetings with South African counterparts to explore cooperation opportunities and exchange insights on market entry strategies.
High-Level Egyptian Support
The General Manager of Egyptian Swiss pointed out that the mission was accompanied by a high-level official delegation led by Dr. Tarek El-Houby, Chairman of the National Food Safety Authority, to discuss regulatory issues affecting Egyptian exports—chief among them, health standards and product registration requirements in the South African market.
The mission is led by Alaa El-Wakeel, Board Member of the Food Export Council, and was received by Egypt’s Ambassador to South Africa Ahmed Ali Sherif, Commercial Counselor Ihab Salah El-Din, and several South African officials, including Bernadette Zeiler, CEO of the Johannesburg Chamber of Commerce and Industry, and EBI Lockhat, Communications Director at the South African National Halaal Authority (SANHA).
In closing, El-Sebai expressed optimism about the outcome of the meetings, describing the visit as a first step toward establishing long-term partnerships with South African importers and distributors.
“We are committed to turning these engagements into actual contracts and delivering an Egyptian product of global quality that earns the trust of South African consumers and reflects the stature of Egyptian industry,” he concluded.
