Seeking New Markets, African Exporters Bet Big on China Expo

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From shea butter from Ghana to pineapples from Benin to baobab flour from Mali, this year’s fair features agricultural exporters from several African countries. After an almost 24-hour journey to Shanghai, Gladys Cobbina, a Ghanaian entrepreneur, stood at the China International Import Expo (CIIE) in Shanghai, introducing curious visitors to her all-natural shea butter cosmetics. Armed with Chinese-translated leaflets and a traditional Ghanaian maraca-like instrument to draw crowds, she hoped to break into China’s vast market. Struggling to grow her company, Sheenah Naturals, amid rising competition and pandemic-related economic setbacks, Cobbina traveled to China with hopes of expanding her business, supported by the Ghana Export Promotion Authority (GEPA). “Our skincare products are all natural, would you like to try them?” Cobbina asks, as curious visitors pick up her products to take a closer look. She eagerly explains their benefits, ready with her payment code to facilita ………………………………