COMESA Secretariat in collaboration with the COMESA Business Council (CBC) undertook a Horticulture engagement mission to German with representatives of eight Small and Medium Enterprises (SMEs) from Egypt, Ethiopia, Kenya, Madagascar, Tunisia and Zimbabwe from 9th – 14th June 2025.
The COMESA Engagement Mission to German is the 2nd mission after having successfully conducted a similar one to Netherlands in 2024. From the Netherlands mission, SMEs gained valuable insights on European market requirements, including standards, logistics, and certification needs. The SMEs established partnerships with Netherlands companies and received commitments from potential buyers to visit their farms for further engagement.
During a briefing session with the delegation, Director of Industry and Agriculture at COMESA Secretariat, Mrs Providence Mavubi, highlighted that German plays a critical role in the global agriculture sector and being among the largest importer and exporter of consumer oriented agricultural products worldwide and by far the most important European market for foreign producers.
She noted that these missions are meant to increase the competitiveness and market access of SMEs in the horticulture sector by exploring market opportunities through active participation in value chains, strengthening linkages with international buyers, and facilitating networking opportunities for COMESA horticulture producers.
The mission was funded by the 11th European Development Fund (EDF), Regional Enterprise Competitiveness and Access to Markets Programme (RECAMP), with the aim of enabling the SMEs to establish business matchmaking platforms between COMESA producers and Dutch partners and other value chain actors within the EU.
EDF Programme Manager at COMESA Secretariat, Ms Mshuka Kamwela, described the mission as crucial for the region as German is the principal importer of agricultural (horticultural products) exports from Africa and the COMESA region.
She noted that in previous years, the EU accounted for between 40% and 55% of total COMESA horticulture exports—a reflection of the strong trade ties fostered under the Economic Partnership Agreement (EPA). These agreements aim to improve the business environment for African entrepreneurs by supporting regional integration and addressing critical supply-side constraints.
Ms. Kamwela highlighted the important role of the RECAMP programme in tackling persistent challenges facing SMEs, particularly limited access to market information, weak business linkages, and the lack of harmonized regional policies supporting value chain development.
“This mission aligns with COMESA’s broader efforts to deepen regional integration through trade facilitation, thereby driving economic growth and strengthening cooperation across Member States,” she said.
Mr Hopewell Musundire, the Business Development Manager at CBC described the mission as a great milestone to the development of the Horticulture sector in COMESA. He added that, apart from enhancing competitiveness for SMEs in the horticulture sector through exposure to supply chains in the EU and promoting knowledge exchange on best practices, the mission was focused on connecting SMEs with major players in the EU horticulture value chain.
With a population of over 80 million, Germany is the largest European market for fresh fruits and vegetables, importing about 10.9 billion euros’ worth of fresh fruits and vegetables per year. The country presents a great opportunity for COMESA Horticulture produce.
The represented companies in the mission were Wealth Resources of Egypt, Ethiopian Horticulture Producer Exporters Association, National Potato council of Kenya, Ministry of Agriculture Tunisia, Hydraulic Resources and Fisheries, Velt of Madagascar, Conventions Management Company, Procitru Pvt Ltd and Avomac.
They expressed gratitude to the EU for its support which has significantly enhanced the competitive landscape and improved the business environment for SMEs across the COMESA region.