Egyptian Swiss eyes expansion in South African trade amid growing export momentum
The group seeks to eliminate a 43% import tax on pasta and boost trade under the Continental Free Trade Agreement (AfCFTA)
EGYPT – Egyptian Swiss Pasta, Grinding, and Concentrates Group is intensifying efforts to expand its presence in South Africa, building on initial export success and eyeing long-term partnerships.
The group seeks to eliminate a 43% import tax on pasta and boost trade under the Continental Free Trade Agreement (AfCFTA), according to Engineer Ahmed El Sebaei, General Manager of the Group.
The Egyptian Swiss Group is one of 29 companies that participated in an official trade mission to South Africa organized by the Egyptian Food Export Council, held from May 4 to 9, 2025.
The mission, which includes 52 Egyptian representatives and attended by major South African importers, distributors, and food sector stakeholders, aimed to deepen trade ties and explore market entry strategies.
El Sebaei emphasized that South Africa serves as a pivotal market in the group’s strategy to increase food exports across the continent.
“We began exporting to South Africa last year and see it as a strategic gateway to neighboring markets. The demand here for high-quality, competitively priced products is growing,” he said.
Highlighting trade barriers, El Sebaei called for the removal of a 43% duty imposed on pasta imports to streamline cross-border commerce and leverage the opportunities under AfCFTA.
“Reaching a tax exemption agreement is crucial to boosting our competitiveness and unlocking trade potential with South Africa and the wider region,” he added.
Targeted market adaptation and bilateral engagements
On the sidelines of the mission, El Sebaei reiterated the group’s focus on aligning its products with local market demands.
“We are adapting packaging, design, and ingredients to comply with South African consumer preferences, including halal certification and food labeling requirements,” he said.
The trade mission’s first day featured visits to leading retail chains such as Pick n Pay, Superspar in Sandton, and Shoprite, providing insights into consumer behavior, product placement, and pricing dynamics. The Egyptian Swiss Group also held one-on-one meetings with South African distributors and importers to discuss collaboration and access strategies.
The Egyptian trade mission was backed by high-ranking officials, including Dr. Tarek El-Houby, Chairman of Egypt’s National Food Safety Authority, who addressed regulatory alignment on food safety and export registration. The delegation, led by Alaa El Wakil of the Food Export Council, was welcomed by Egyptian Ambassador to South Africa Ahmed Ali Sherif and Commercial Advisor Ihab Salah El Din.
South African counterparts such as Bernadette Zeiler of the Johannesburg Chamber of Commerce and EBI Lockhat from the National Halal Authority (SANHA) participated in discussions, underscoring the mutual interest in fostering trade cooperation.
El Sebaei expressed optimism about the mission’s outcomes, stating, “This visit lays the groundwork for enduring partnerships with South African importers and distributors. We are committed to turning these engagements into signed contracts and delivering a high-quality Egyptian product that earns the trust of the South African consumer.”
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