At International Agriculture Show in Morocco, what begins as a visit can quickly turn into a business breakthrough.
That was the case for Malagasy entrepreneur Mora Manantsoa Randriamisata. When he first attended the fair in Meknes last year, he didn’t yet have a company. Today, he’s back for the 18th edition—this time representing his own Morocco-based import business, trading spices, natural remedies, and essential oils from Madagascar.
“SIAM really marked the beginning of our entrepreneurial journey,” he said.
Held from April 20 to 28, the event has grown into one of Africa’s most influential agricultural platforms. This year, it brings together participants from over 70 countries, more than 1,500 exhibitors, and an expected 1.1 million visitors—cementing its role as a major gateway for trade across the continent and beyond.
For many small producers across West and East Africa, SIAM offers something they rarely have access to: direct exposure to international buyers, structured networking, and entry into established trade routes. Morocco’s strategic position as a bridge between Africa and Europe makes that opportunity even more valuable.
Entrepreneurs are already seeing results. Malian natural products trader Masroum Mbaye, now on his fourth visit, said last year’s participation led to multiple partnerships and measurable financial returns. Others, like long-time Ivorian exhibitor Diabaté, continue to use the platform to build visibility, even as securing export deals remains a gradual process.
This gap between exposure and actual trade agreements is a familiar challenge. Across Africa, agri-food exporters still face fragmented markets, regulatory barriers, and limited access to value-added export channels. Yet events like SIAM are helping to close that gap—slowly but steadily.
For first-time participants like Guinea’s beekeeper Gilbert Millimouno, the opportunity goes beyond immediate sales. Access to partners and markets could unlock higher production and long-term sector growth back home.
Randriamisata’s journey highlights what’s possible when those connections come together. His initial visit led to partnerships with AFEX and eventually to establishing his business in Morocco. Now, returning for a second time, he’s already seeing strong interest from international buyers, including traders from Europe and beyond.
The Bigger Picture
As intra-African trade continues to expand and demand for value-added agricultural products rises, platforms like SIAM are becoming increasingly important.
They are no longer just exhibition spaces—they are launchpads for African entrepreneurs, helping transform small-scale producers into cross-border traders.