Mbabane- Eswatini’s efforts to secure international business opportunities through GREEN×EXPO 2027 in Japan will depend on whether local companies can meet foreign market requirements and turn interest in their products into lasting commercial partnerships.
While the Eswatini Investment Promotion Authority (EIPA) is pursuing distribution agreements, memoranda of understanding and investment opportunities, the National Agricultural Marketing Board (NAMBoard) says farmers must understand what international buyers want before deciding what to produce.
The two institutions are preparing to use the international horticultural exhibition in Yokohama, Japan, to promote Eswatini’s products and create opportunities for local businesses to access foreign markets.
Speaking during the launch of the Kingdom’s preparations at Mountain View Hotel on Tuesday, EIPA Domesting Trade Promotion Manager, Siphesihle Nkabindze said the authority would provide technical and legal support to participating businesses.
Nkabindze said EIPA, as part of the delegation’s lead team, would also pursue memoranda of understanding with international organizations, establish distribution partnerships and attract business opportunities beyond the exhibition.
The approach is intended to help local producers and businesses compete internationally instead of relying predominantly on domestic demand.
However, gaining access to foreign markets requires more than showcasing products. Businesses must meet the standards of their intended markets and demonstrate that they can supply buyers consistently.
Meanwhile, NAMBoard chief executive Bhekizwe Maziya said the organisation would use the Japan exhibition to identify crops and vegetables sought by international buyers, helping local farmers make production decisions based on market demand.
Maziya acknowledged that plant diseases and international phytosanitary restrictions remained barriers to exporting fresh produce. He said NAMBoard would work towards addressing these challenges while continuing to promote Eswatini’s agricultural products to international markets.
He also indicated that processed agricultural products would be preferred for the Japan showcase, highlighting the importance of value addition in creating export opportunities.
For farmers and agro-processors, this means that production must be guided by the requirements of intended buyers, including product quality, food safety and the ability to meet orders. Processing could also create opportunities to extend product shelf life and reduce losses associated with unsold fresh produce.
EIPA’s proposed distribution partnerships could help businesses establish routes into foreign markets, while NAMBoard’s market-identification work could guide agricultural producers towards products with international demand.
GREEN×EXPO 2027 is scheduled to take place in Yokohama from March 19 to September 26, 2027. For Eswatini, the challenge will be to ensure that the relationships established through participation lead to sustained business after the exhibition closes.
The success of the initiative will therefore depend on whether local businesses secure buyers, establish reliable distribution channels and overcome the production and regulatory barriers that can prevent products from reaching international shelves.
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