- Until now, the top five agricultural exports from Africa to US stores are coffee, cocoa, fruits and vegetables as well as seafood.
- AmCham tips savvy traders in Africa to explore exporting new and unique products such as ancient grains, Specialty Meats, superfoods and natural oils.
- These products not only cater to the growing consumer demand for new and diverse products but also supports sustainable and ethical sourcing practices.
As the contours of global trade continue to take shape, Africa, a continent bursting at the seams with unique resources is increasingly taking center stage. Africa’s array of unique products—if harnessed optimally—can significantly boost Africa-US trade which stood at $83.6 billion in 2021.
Currently, Africa’s agricultural exports to the US are still relatively small, largely because of the narrow stream of farm produce that gets exported. In 2021, the value of agricultural exports from Africa to the US market was estimated at $1.5 billion.
Until now, the top five agricultural exports from Africa to US stores are coffee, which was valued at $450 million in 2021. In the same year, cocoa beans shipped to the US were valued at $350 million while the continent earned $250 million from palm oil exports.
At the same time, fresh fruits and vegetables sold in the US were valued at $150 million while fish and fish products worth $100 million were also sold to American buyers.
In a recent virtual conference by AmCham, experts sought to help SME owners unpack and unlock East Africa’s export potential to the US. The forum highlighted dozens of unique products that can see traders in Africa earn a tidy sum by shipping to the American market.
“Africa has a vast and diverse range of products that it can offer to the US retail sector, many of which are unique to the continent due to its varied climates and ecosystems,” AmCham noted.
Unique products that African exporters can offer US market
Imagine walking through the aisles of your favorite US retail store, only to discover a vibrant array of exotic products that promise to transport your senses straight to the heart of Africa. This is not a mere daydream but an emerging reality as African goods can make their way into the US market, offering a treasure trove of unique and culturally rich items that cater to adventurous palates and eco-conscious consumers alike.
For instance, Africa has a wealth of exotic fruits that traders can harness and build vast value chains. Picture the tangy sweetness of the baobab fruit, which is packed with more vitamin C than oranges and a unique tart taste that’s perfect for smoothies and health drinks. Or the marula fruit, famed for its juicy, citrusy flavour and has a central role in the production of Amarula cream liqueur.
For those seeking something truly extraordinary, the horned melon, with its bright orange skin and lime-green, jelly-like flesh, offers a taste that’s both refreshing and visually stunning.
Additionally, African star apple and monkey orange, lesser-known gems that bring a sweet, tangy burst of flavor and nutritional benefits offer a unique package that exporters eyeing the US can explore.
Specialty Vegetables: A New Flavour Frontier for US market
Another opportunity lies for traders who wish to venture further into the aisles and discover a selection of specialty vegetables that promise to add a new dimension to America’s culinary repertoire. The African nightshade and spider plant are not just for gardeners; these greens are nutrient powerhouses, rich in vitamins and minerals.
Ethiopian kale, with its slightly bitter, robust flavour, is an exciting alternative to the more familiar leafy greens, offering a taste of traditional African cuisine.
Further, AmCham highlighted that exporters can target health-conscious consumers in the US with Africa’s ancient grains such as teff, fonio, sorghum, and millet.
These grains are not only gluten-free but also brimming with fiber, protein, and essential nutrients, a great choice for health-conscious consumers. Teff, a staple in Ethiopian cuisine, is perfect for making injera, a traditional flatbread.
Fonio, considered one of the oldest cultivated grains in Africa, is rapidly gaining popularity for its quick cooking time and versatile use in dishes from porridge to pilaf. This, too, is an avenue that traders seeking for export opportunities can tap into.
Herbal Teas and Spices
Also highlighted by AmCham is the opportunity to charm buyers in US market with the rich, earthy flavors of rooibos and honeybush teas from South Africa, both caffeine-free and loaded with antioxidants.
Another opportunity lies in spicing up meals for US consumers with Ethiopian berbere, a blend of spices that adds depth and heat to any dish. Discover aromatic grains of paradise from West Africa, offering a peppery, citrus flavor that’s a fantastic alternative to black pepper.
A big opportunity lies in the export of African nuts and seeds such as shea nuts, baobab seeds, and marula nuts, which are not only culinary delights but also prized raw materials in the cosmetic industry. Shea nuts are the source of shea butter, a popular moisturizer, while baobab and marula seeds yield oils rich in antioxidants, perfect for skincare products.
Coffee and Cocoa: Single-Origin Excellence
Coffee aficionados and chocolate lovers in the US will also find heaven in single-origin coffee beans from Ethiopia, Rwanda, and Kenya, each offering distinct flavours that reflect their unique growing conditions. And the offering on coffee doesn’t stop there, buyers in America can complement their coffee with fine-flavoured cocoa from West African countries of Ghana and Ivory Coast, which are known for producing some of the world’s best chocolate.
Freshwater and coastal seafood delicacies
From the freshwater lakes and rivers of Africa come Nile perch and tilapia, while the continent’s extensive coastlines provide sustainably sourced seafood that is making waves in the gourmet market. These offerings are not just about taste; they represent a commitment to sustainable fishing practices and ecological balance.
What’s more, argan oil from Morocco, marula oil from Southern Africa, and moringa oil are versatile treasures, that would most likely attract buyers in the US. These oils can be used in cooking to add a rich, nutty flavor in meals or they can be incorporated into the beauty industry’s regimen for their nourishing properties.
Crafted Beverages: Spirits and Wines
US wines and spirits industry can equally benefit from Africa’s rich and unique resources. Already, South African wines are known for their world-class quality, Ethiopian honey wine (tej), and an array of craft spirits distilled from local ingredients can also enrich the vast offering of goods from Africa to the US. Each sip tells a story of tradition, craftsmanship, and a deep connection to the land.
Artisanal Crafts and Textiles: Cultural Heritage
Africa’s rich cultural heritage is beautifully represented in artisanal crafts and textiles like hand-woven kente cloth from Ghana and mud cloth from Mali. These items, AmCham noted have the potential to not only add aesthetic value to home in the US but also support traditional artisans and sustainable practices across economies in Africa
Specialty Meats and Superfoods: Rare and Nutritious
For the adventurous eater in the US, Africa offers specialty meats such as springbok, kudu, and ostrich. These game meats are rare in the US market and provide a unique culinary experience.
Additionally, superfoods such as moringa, baobab powder, and acai-like fruit pulps are packed with nutrients and antioxidants, making them perfect additions to a health-conscious diet.
Whether it’s the bold flavours of exotic fruits and spices or the luxurious feel of natural oils and artisanal textiles, Africa’s unexplored contributions to the US retail market are not just products—they are stories of tradition, innovation, and a deep connection to the land and its people.
How African suppliers can gain entry into the US market
By pivoting on the services of the US-Africa Trade Desk (USATD), AmCham noted that African suppliers can significantly mitigate many of the traditional challenges that slow down US-Africa trade, allowing them to focus on producing high-quality products and scaling their operations to meet the demands of the US market.
This initiative by USATD presents several key benefits that facilitate smoother and more efficient trade processes, ensuring that African products reach American consumers effectively.
For example, USATD provides critical market access, breaking down barriers that often hinder African suppliers. Entry barriers such as lack of contacts, unfamiliarity with market dynamics, and stringent import regulations can be daunting. However, USATD bridges this gap by offering a streamlined path into the US market, enhancing opportunities for African suppliers.
Additionally, navigating the complex landscape of trade regulations can be a huge barrier. USATD assists suppliers in complying with US import standards and ensures smoother customs clearance. This support reduces the risk of delays and penalties, making the export process more efficient and reliable.
Business Matching for African exporters
One of the standout features of USATD is its business matching services. By connecting African suppliers with US retailers and distributors seeking unique products, USATD facilitates direct business relationships. This networking capability is invaluable for suppliers looking to establish a foothold in the competitive US market.
Furthermore, effective logistics are crucial for maintaining product quality and ensuring timely delivery. USATD offers comprehensive logistics support, including transportation, warehousing, and inventory management. This assistance is pivotal in managing the supply chain efficiently, from the point of origin to the final destination.
Staying attuned to consumer trends is essential for success in any market. USATD provides African suppliers with insights into US consumer preferences, allowing them to adapt their products accordingly. This market intelligence ensures that suppliers can meet demand effectively and stay competitive.
USATD opens doors to networking with key industry players in the US. This includes buyers, sellers, and service providers, facilitating partnerships and collaborations that can drive business growth.
Financial services support
Access to financial advice and services is another significant benefit offered by USATD. Suppliers can receive guidance on funding assistance and financial planning, which is crucial for scaling their operations and managing cash flow.
Training and development programs provided by USATD help suppliers understand the US market better and enhance their business practices. This capacity-building effort equips suppliers with the knowledge and skills necessary for successful market entry and growth.
USATD also assists suppliers in promoting their products through trade shows, marketing campaigns, and other promotional activities. These efforts boost product visibility and attract potential buyers.
International trade comes with inherent risks, such as currency fluctuations and payment defaults. USATD helps mitigate these risks by pooling resources and knowledge, providing a safety net for African suppliers.
With a growing emphasis on sustainability, USATD guides suppliers in adopting eco-friendly and socially responsible practices. This alignment with consumer values provides a competitive edge in the US market.
Lastly, USATD acts as an advocate for African suppliers, representing their interests in policy dialogues and trade negotiations. This advocacy ensures that the suppliers’ voices are heard and their needs addressed, fostering a supportive trade environment.
Read also: Airbus identifies key unserved routes and potential that can power air travel in Africa
