By Kim Jones (kim.jones@keystoneiss.co.za)
Last week, in the midst of a record-breaking NAMPO exhibition in Bredasdorp, with nearly 50,000 attendees, I found myself at another pivotal event for the region’s economy: the Overberg District Export Seminar.
The seminar, held at Glas Kasteel, focused on a topic close to my heart and central to my company’s mission: boosting exports for sustainable economic growth and job creation in the Western Cape. The theme of the day, #Growth4Jobs, resonated deeply with my personal and professional values.
At Keystone International Sourcing and Shipping (KISS), we believe that a thriving export sector is a direct catalyst for employment and prosperity. The seminar served as a powerful reminder that this vision is shared by both the private and public sectors, with a clear, strategic roadmap laid out for the coming years.
A Clear Vision for a R1 Trillion Economy
The Western Cape government has set an ambitious goal to transform the province into a R1 trillion inclusive economy by 2035, with a targeted 5% annual growth rate. A crucial part of this strategy is to triple the value of the Western Cape’s exports of goods and services, including tourism, to R450 billion by the same year. This vision is being driven by a three-pronged approach:
- Creating an enabling export environment, which includes improving logistics and regulatory competitiveness.
- Strengthening and diversifying the exporter base by enhancing the competitiveness of businesses and expanding export ecosystems.
- Driving market access by lowering trade barriers and positioning the Western Cape strongly in key sectors and markets. The seminar’s discussions made it clear that while significant progress has been made—Africa was the top continent for Western Cape exports in 2023, with a value of ZAR65.46 billion, and the Netherlands was the top single export market at ZAR16.54 billion—there’s still immense untapped potential.
The Overberg District itself has a strong export portfolio, dominated by agriculture, forestry, and fishing (55.92%), followed by food, beverages, and tobacco (29.91%). This aligns perfectly with the province’s overall focus on being an agricultural powerhouse, with the Western Cape being the largest exporter of South Africa’s primary agriculture.
Support for Businesses: From Funding to Training
A highlight of the seminar was the focus on the practical support available to businesses. It was evident that a lack of financial support is the most critical need for businesses wanting to start or grow their export activities, and the seminar provided actionable solutions. Several key speakers and institutions were present to outline their support programs:
- Mr. Marthinus van Wyk, Deputy Director of the Department of Economic Development and Tourism (DEDAT), underscored the importance of an enabling environment for growing domestic demand and exports.
- Nadine Smith-Clarke, Head of Wesgro’s Export Advancement Programme, highlighted Wesgro’s role as the official tourism, trade, and investment promotion agency for the province. She explained how their programs, including one-on-one mentorship and trade promotion services, are designed to build the capabilities of exporters.
- Ms. Londiwe Thabethe from the Department of Agriculture (DoA) explained how her department provides support to agribusinesses by helping them participate in trade fairs and exhibitions. They even offer to pay for the showcase stand and shipment of samples, and in some cases, flights and accommodation, depending on the company’s financial position.
- A panel discussion featuring representatives from various Development Finance Institutions (DFIs), including the Industrial Development Corporation (IDC), National Empowerment Fund (NEF), and Business Partners, provided insight into the diverse funding and support options available to help businesses scale up and access international markets.
This emphasis on tangible assistance is exactly what our businesses need to succeed. It moves beyond abstract goals to provide real-world solutions for challenges like funding for production, navigating complex logistics, and accessing market intelligence.
The seminar’s program, moderated by Mr. van Wyk, included welcoming remarks from Alderman Sakkie Franken, the Executive Mayor of the Overberg District Municipality, and closing remarks from Councillor Raymond Ross, the Executive Mayor of the Cape Agulhas Municipality. The presence of these key government figures shows a clear commitment at all levels to supporting the region’s economic future.
A Call to Action
My attendance at the Overberg District Export Seminar reaffirmed that the path to a prosperous future for the Western Cape is through empowering our local businesses to think and act globally. The resources, funding, and expertise are available. Now, it’s about connecting the dots and leveraging these incredible opportunities. This mission is at the core of what we do at Keystone International Sourcing and Shipping (KISS).
Our goal is to demystify the export process and provide businesses with the tools they need to succeed on the world stage. If you are a business owner in the Overberg District or anywhere in the Western Cape and want to learn more about how you can leverage these opportunities, or if you need assistance with your export strategy, please don’t hesitate to reach out.
Let’s work together to drive #Growth4Jobs and build a stronger, more prosperous Western Cape.
