On the sidelines of the AIM Congress, Minister of Trade, Industry and Competition of the Republic of South Africa, Mr Parks Tau, received a courtesy call from South Africa’s Ambassador to the Hashemite Kingdom of Jordan, H.E. Ambassador Tselane Mokuena.
The engagement provided an opportunity to discuss economic opportunities in Jordan and the wider Levant region, with Ambassador Mokuena highlighting the potential for South Africa to expand its trade, investment and commercial footprint in the region.
Exploring Economic Opportunities in Jordan and the Levant
During the meeting, Ambassador Mokuena presented the opportunities offered by the Levant region for South Africa, particularly in relation to trade, market access and business partnerships.
The discussions focused on strengthening economic engagement between South Africa and Jordan, while identifying opportunities to use Jordan as a platform for deeper commercial engagement in the wider Levant and Middle East region.
The engagement also underscored the importance of closer coordination between South Africa’s diplomatic missions and the country’s economic institutions in identifying opportunities for South African businesses and promoting South African products in international markets.
Promoting South African Products in Jordan
The meeting also provided an opportunity to introduce partners involved in planned export-promotion activities for South African products in Jordan.
These activities are aimed at increasing the visibility and presence of South African products in the Jordanian market and creating opportunities for Jordanian consumers, retailers and businesses to engage with South African brands.
The programme will include targeted promotional activities across Amman, with a particular focus on showcasing South African food, cuisine and products.
South African Culinary Promotion to Kick Off at COZMO
The export-promotion activities will kick off with a South African cooking demonstration at COZMO Supermarket at the 7th Circle in Amman, scheduled for 24, 25 and 26 September.
The cooking demonstrations will showcase South African cuisine while highlighting a selection of South African products available for the Jordanian market.
Chef Bathabile will feature as part of the culinary promotion, helping to introduce South African flavours and cuisine to Jordanian consumers and creating an engaging platform through which South African products can be experienced directly.
The cooking demonstrations will be followed by targeted promotional activities across Amman, aimed at further increasing awareness of South African products and strengthening connections between South African suppliers and potential Jordanian partners.
Advancing South Africa’s Economic Diplomacy
The engagement between Minister Parks Tau and Ambassador Mokuena reinforces the importance of aligning South Africa’s trade and economic diplomacy efforts in international markets.
Through collaboration between government, the Embassy, export-promotion partners and the private sector, South Africa continues to explore opportunities to increase exports, strengthen market access and develop new business partnerships in Jordan and the wider Levant region.
The initiative to promote South African products in Jordan forms part of broader efforts to strengthen South Africa–Jordan economic relations and create new opportunities for businesses from both countries.
Ambassador Mokuena continues to advance South Africa’s economic and commercial interests in Jordan, with a focus on identifying opportunities for increased trade, investment and business-to-business engagement between South Africa, Jordan and the wider Levant region.
