At the first-ever Global SME Ministerial in Johannesburg, the International Trade Centre (ITC) led a series of dynamic events to make small agribusinesses more competitive and sustainable.
From immersive market tours to circular economy panels and hands-on product showcases, ITC spotlighted innovative pathways to access new markets and scale impact.
Policy talks are crucial to transform global systems. That’s why ITC held the Global SME Ministerial from 22 to 24 July 2025 in South Africa. The talks took place alongside hands-on, targeted support for small and medium-sized enterprises (SMEs) – the core of ITC’s mission.
Through high-impact side events, product showcases, and policy-focused discussions, ITC underlined its commitment to unlocking market opportunities and inclusive growth for entrepreneurs across Africa, the Caribbean, and the Pacific.
Touring South Africa’s coffee market
Among the most notable initiatives was the Coffee Market Tour, which brought five coffee cooperatives and small businesses from Ghana, Ethiopia, and Eswatini to South Africa. Through site tours, cupping sessions, and direct engagement with local buyers such as Zuka Green Coffee, Seam Coffee Roasters, and members of the Speciality Coffee Association of South Africa (SCASA), participants deepened their understanding of the South African market.
These exchanges yielded strong interest from South African roasters and offered practical market entry insights, particularly around quality requirements, storytelling, and consistency. The initiative was led under the ITC Alliances for Action programme.
Always adding more value
The Ministerial featured a Business and Innovation Space which focused on green tech, manufacturing, and agribusiness. ITC hosted two dynamic exhibition stands on value addition in agribusiness. One, supported by the ACP Business-Friendly programme funded by the EU and the Organisation of African, Caribbean and Pacific States (OACPS), featured four coffee businesses (two each from Ghana and Ethiopia), a kava producer from Fiji, and a cocoa processor from Grenada.
Visitors sampled high-quality products while learning about origin stories and sustainable production practices. The second stand, under the banner of Eswatini, showcased coffee, skincare and haircare, leather goods, and upcycled fashion – demonstrating the diversity among African small businesses.
Innovation & business matchmaking
ITC also facilitated business matchmaking opportunities. Strategic buyer engagement, coordinated by ITC Alliances for Action and the UK Trade Partnerships Programme, connected small businesses with South African and British buyers in food and retail. These interactions aimed to seed long-term commercial relationships, with follow-ups already underway.
Giving a platform to the circular economy
ITC co-hosted a panel in collaboration with the Center for Circular Economy in Coffee. The session featured expert voices, including Vanusia Nogueira, Executive Director of the International Coffee Organization; Emi-Beth Aku Quantson, CEO and founder of Kawa Moka in Ghana; and Gamuchirai Mutezo, founder at Madam Waste Urban and Energy Planners and representative of the African Circular Economy Network in South Africa. The panel highlighted how circular practices – such as upcycling coffee waste – can create new value and improve sustainability for small businesses.
High-level sessions: More resilient businesses
The Global SME Ministerial, co-hosted by ITC and the South African Department of Small Business Development, brought together ministers, global institutions, and private sector leaders to explore how small businesses can drive inclusive trade and economic transformation.
The first session focused on navigating global trade shifts. Speakers highlighted the need for supportive policies, access to markets and finance, and stronger integration into value chains. Michael Marmon-Halm, Managing Director of chocolate maker FairAfric Ghana, spoke on behalf of small businesses on a panel that included representatives of DHL Express, the African Export-Import Bank, and the Organisation for Economic Co-operation and Development.
The following day, Vanessa Erogbogbo, ITC Director of the Division of Sustainable and Inclusive Trade, moderated a Ministerial Roundtable on green and inclusive growth, exploring climate, nature, circularity, and sustainability.
‘Taking green action is not just good for the planet: it is a smart business move,’ she said. ‘At ITC, our surveys show that 80% of small businesses investing in climate measures have unlocked new market opportunities.’
She was joined by the CEO of Samanjalo, a pioneer in South Africa’s green transition, the Executive Director of the International Coffee Organization, the Head of Trade Promotion at the Swiss State Secretariat for Economic Affairs, and the CEO of DIBIZ, a company that authenticates sustainable commodities.
Through these interventions, ITC demonstrated the power of hands-on, market-driven support to elevate small businesses globally, making trade more inclusive, green, and impactful.