In October 2007, Macedonian firms joined participants from 95 other countries at the fine foods trade fair Anuga in Cologne, Germany. This leading agribusiness show is of high importance to domestic food processors in Macedonia since it represents a major opportunity to market their products to significant international buyers. This year, USAID’s AgBiz Program, jointly with the Ministry of Economy, SIPPO and GTZ, supported eleven export-oriented companies, all members of the Macedonian Association of Processors (MAP), to exhibit their products at this important international food and beverage sectors exhibition.

AgBiz assisted participants to develop new marketing tools that enhanced the image of the Macedonian processed fruits and vegetable industry, as well as the products of individual marketers. The Macedonian fine foods and frozen foods presentations were attractively branded and attracted substantial buyer attention. An especially designed video presented the product range and activities of each attending company on a wide screen TV. Additionally, specialized storage and display cabinets emphasized the “colors” of Macedonian value-added products. A very well designed booth attracted the attention of buyers. These marketing presentations reflected the highly professional approach of Macedonian participants.

This successful participation in Anuga created opportunities for meetings with top buyers from EU countries, and from as far away as the Middle East and South America. Over 1,100 qualified contacts were established by Macedonian participants, including165 serious discussions. To-date pre-contracts have been signed for over $1 million worth of products, including over $400,000 of potential transactions categorized as new business.