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Sikhumbuzo Moyo, Senior Reporter
LUPANE Women Centre (LWC) was one of the four rural institutions from Zimbabwe that exhibited at the three-day Paperworld Middle East, Gifts and Lifestyle Middle East trade show at the Dubai World Trade Centre.
More than 300 exhibitors from 40 countries drawn from Africa, Asia and Europe showcased at the premier event which ran from 15 to 17 November.
Tana Africa, Self Help Development Foundation, Good Hope Leather Products and LWC left the exhibition with high hopes that they will be able to open new markets in the United Arab Emirates.
The Paperworld Middle East was celebrating its 11th year anniversary. The Gifts and Lifestyle Middle East show was being held for the second time.
Gifts & Lifestyle Middle East is a part of Messe Frankfurt’s highly successful Ambiente portfolio and has won international exhibitor support with a strong focus on products made from sustainable and ethical resources.
The three-day trade show saw exhibitors from around the world bringing some of the most interesting products in various categories.
LWC, who are into basket-making, were making their debut exhibition. Located at Lupane Business Centre in Matabeleland North, LWC started exporting its products in 2009, with their first exports going to Liechtenstein. Now they trade with more than 20 countries, realising at least US$60 000 annually.
They have also diversified and now own a fully-fledged lodge, restaurant and a small plot where they are into poultry farming.
Having started with a little over 14 women from Pupu, Lupaka and Gomoza wards, the centre now has 450 professional weavers while their membership is made up of more than 4 500 women from the district.
“ZimTrade facilitated the participation of four local companies in the art and crafts and leather sectors at the Dubai trade show and these were Lupane Women’s Development Trust, Tana Africa, Self Help Development Foundation and Good Hope Leather Products. In line with the devolution agenda, we facilitated the participation of rural-based organisations at this trade show.
Women-led enterprises were also part of the four companies that participated in the event,” said Zimtrade.
The trade body said it felt encouraged that Zimbabwe’s products were among the most popular at the fair indicating the competitiveness of local crafts at international markets.
“Zimbabwean exhibitors were afforded the opportunity to meet various independent and big retail chain stores from the Middle East and Europe which enabled them to penetrate those markets.
The UAE is our second largest trading partner characterised by the export of minerals mostly and there is a deliberate drive by ZimTrade, to diversify products offering to that market through the introduction of other luxury and niche products.
Going forward, we are looking forward to seeing more arts and crafts products landing in the UAE and the rest of the Middle-East,” said ZimTrade.
It said exhibitors managed to make contacts with key agents and stores and are still in the process of concluding deals for orders that will be supplied monthly.
“ZimTrade continues to promote bilateral trade with the UAE and overall trade with the greater Middle East region,” said ZimTrade.
LWC director, Hildegard Mufukare said the show was an eye opener for them.
“We thank ZimTrade for availing such an opportunity to us, we saw and learnt a lot, the UAE and Middle East are low-hanging fruits in terms of the market for us. What we now have to do is to tailor-make our products to meet their preferences and we also need to increase quantities,” said Mufukare. – @skhumoyo.
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