The USAID Southern Africa Trade and Investment Hub boosts trade and investment with and within Southern Africa.

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rugani

On January 14, 2020, a team from the USAID Southern Africa Trade and Investment Hub accompanied representatives of the USAID/Southern Africa Regional Economic Growth Office to Rugani, a carrot processing company owned, in part, by South Africa’s Greenway Farms. The family-run business is the largest carrot producer in southern Africa and, according to Rugani Marketing Manager Wesley Browne, accounts for up to 40 percent of the region’s carrot supplies. With an eye to sustaining its long-term growth, Rugani has sought to diversify its product line by offering natural juice products, including to customers in the United States. Browne described how, with USAID TradeHub support, the company exhibited at the June 2017 and June 2019 Summer Fancy Food shows in New York. In 2017, the company met Kayco (www.kayco.com), a top U.S. distributor of kosher foods. Working with Kayco advisors, Rugani developed three kosher-certified varieties of its juice, which the U.S. distributor has since placed in several retailers across the United States. Citing the company’s latest sales figures, Browne said that Rugani had shipped ten 40-foot containers of the products to the United States since December 2018. The sales represent 10 percent of the company’s juice line revenue. Browne traced the company’s entry to the U.S. market, in part, to its attendance at the 2017 and 2019 New York food shows, where the USAID TradeHub procured Rugani’s exhibit space as well as designed the Africa Fine Foods Pavilion that housed the participating southern African firms. To expand the number of regional firms benefiting from this year’s event, the USAID TradeHub will work with Rugani and other Summer Fancy Food Show alumni firms to prepare them for the exhibit, honing their pitches and assisting them with market research ahead of the June 28-30, 2020 show.

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