Belarus is a regular participant of international exhibitions on the African continent. Top local officials frequent our pavilions, jealous rivals monitor our trends, byers line up for Belarusian products. Over a short time, Belarus has won a solid recognition here as a quality producer, reliable and efficient partner, and a respected guest.
Zimbabwe is one of Belarus’ main trading partners in Africa. Our country first showcased its products here at the 2019 Zimbabwe International Trade Fair (ZITF) in Bulawayo. The delegation that came here at the time, was very small. It included flagship producers of industrial and agricultural machinery and a small manufacturer of medical kits complete with Belarus-made pharmaceuticals.
The tiny Belarusian stand drew the highlights right fr om the start: everyone was curious about the newcomer country and what it had to offer. The interest was all the more remarkable, as Belarus was the first non-African exhibitor at the show.
Since then, the country has become a regular ZITF comer, and the joint exposition keeps growing. At first, there were mainly Belarusian agricultural machines with life-size vehicles as a primary annual attraction. A real tractor, rising over the row of general stands makes an impressive head-turning show. Anyone can climb up and sit in its cabin. Even Emmerson Mnangagwa, President of Zimbabwe, never denies himself the pleasure when he visits the event.
Western Europeans working in Zimbabwe and heads of foreign embassies who attend the exhibition finally became aware of the excitement around Belarus and wished to set up their own stands. One can see today huge pavilions of the European Union, the USA and other countries at ZITF, featuring a wide array of goods. However, the Belarusian tractor is still the focal point for the guests and visitors.
In 2023, the Belarusian stand in Bulawayo presented food products for the first time, including assorted baby foods and numerous groceries. This was certain to trigger a new wave of interest. The visitors were surprised to find that, besides agricultural machines, Belarus also offers quality foods, and could taste its samples.
The National Academy of Sciences and Ministry of Education of Belarus, too, feature regularly at local exhibitions, promoting the best of the country’s tech and science. In addition to ready-made products, African countries need technology to develop their own industry and educational experience to train their youth in all kinds of disciplines. In some years, Belarus also used ZITF to advertise its pharmaceutical industry, thereby expanding noticeably its sectoral presence compared to the early days.
It is crucial to make the participation a standing practice for maximum effect. It was exactly because of our reputation as regular and respected guests, that we have successfully forged a trusting business relationship with Zimbabwe.
It is no longer a surprise today to see Belarus-made tractors, harvesters, seeders and reapers working in the fields of the faraway African country. Here, people already know us, love us and appreciate the quality of our products.
The same is with Egypt. The African state is an important destination for our food exports. Belarusian enterprises have been featuring at the Food Africa Cairo international exhibition for years. And each time our dairy producers leave it with new deals. Dairy sector has become a strategic area of co-operation with Egypt, wh ere Belarus ships mainly milk powder and whey for local dairy industries.
One should keep in mind however, that one never decides to ink a deal on the spot, it is not that simple. The contracts signed at events are usually fruit of a long preparatory work including participation in earlier shows. Back then, potential buyers have a chance to appreciate the products, taste them, learn the terms of sale and delivery. The seller, for its part, probes the counterpart and has the time to check its bona fide. Only afterwards is the final contract brought to the current event, where new participants also meet - and so it starts again.
Let me stress that this work should be kept regular. It is not the best strategy to show up at an exhibition on-and-off and then sit in the office for the rest of the time, sending e-mails and waiting for contracts to materialize.
Belarus enjoys very good relations with Algeria. Work is currently under way to hold the “Belarus. Taste of Nature” show at the next international food event DJAZAGRO. Last year our country presented dairy products here, which caused a real furore among the visitors. They were pleasantly surprised by the quality-price ratio of such goods. This year our enterprises want to come here again as they have already established their target audience.
Another focal point is the international multi-sectoral exhibition FILDA in Luanda, Republic of Angola. It combines a number of sectors, including food, pharmaceuticals, engineering, construction and services. Belarus is not a newcomer there, with ever growing number of its companies keen to participate, as they see prospects for their trade and economic co-operation.
Last year Belarus showcased its mining machinery, first-aid, emergency and tactical medicine equipment, flour, snacks, instant oatmeals, and, for the first time, decorative cosmetics. The country’s pavilion turned into a veritable beauty parlor, where a make-up artist invited African girls to try Belarusian cosmetics. The trick caused a hype, and a huge line of ladies eager for a make-up kept the artist busy even after the close of the exhibition.
The bottom-line: presence at international exhibitions is very useful to get potential consumers to know your products, network with other companies, map out likely co-operation.
Interested companies are welcome to contact Belinterexpo and pick suitable upcoming events from the available calendar. The calendar is not drawn up at random. When deciding on as target country, we first of all take into account the state of relations and common politico-economic interests with it. Import opportunities in every African state are carefully studied, i.a. for distributors likely to resell our final products or industries in need of our raw materials.
We sel ect the most high-profile exhibitions in the country, noting the number of its exhibitors, visitors, whether or not it enjoys support at the top level that, in turn, draws even more participants. We also listen to requests fr om Belarusian companies, which find themselves more and more African trade partners each year.
Belarus participates in the following African exhibitions in 2025:
7-10 April - International Food Industry Exhibition DJAZAGRO, Algiers, People's Democratic Republic of Algeria.
22-26 April - Zimbabwe International Trade Fair 2025 (ZITF), Bulawayo, Republic of Zimbabwe.
4-10 September - Intra-African Trade Fair (IATF), Algiers, People's Democratic Republic of Algeria.
9 - 12 December - International Specialised Exhibition
Food Africa Cairo, Cairo, Arab Republic of Egypt.
Second half of the year - National Exhibition Made in Belarus in Malabo, Republic of Equatorial Guinea.
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