May 21, 2021

Halaal’21 @ ATW: Championing SA’s Halaal Economy


Contributing to the growth of the global Halaal market and in an effort to further promote its emerging stature in Southern Africa, dmg events and Pure Grit Project and Exhibition Management will be partnering to present a credible trade and networking platform for producers of South African and African Halaal products to expand their market share globally.

dmg events and Pure Grit Project and Exhibition Management are pleased to confirm their partnership which aims to champion Southern Africa’s Halaal economy. This initiative will take place alongside dmg events’ long-standing  Africa Trade Week (ATW) cluster from 23-25 August 2021 in Johannesburg.

Encompassing three leading trade shows –  Africa’s Big 7, SAITEX and The Hotel & Hospitality Show, the cluster brings together a range of key South African and pan-African buyers who attend annually to source products and services from a global manufacturing/services base.  In response to the current environment, the 2021 edition will be in a hybrid format, allowing for both in-person and online exhibition spaces, meetings and content.

The Halaal segment of Africa Trade Week 2021, which will be presented as Halaal ’21 @ ATW,  will also give digital access to the live event launching with the vision to grow the brand into a stand-alone show from 2022.

The team at Pure Grit Project and Exhibition Management have a wealth of experience in bringing buyers and sellers together continentally. Led by prominent Muslim businesswomen, Zaida Enver, their portfolio which spans over ten years,  includes management contracts of large trade shows for entities such as South African Tourism, WESGRO and Tanzania Tourism.

“We are really excited to be working with global operators dmg events on this initiative, which will no doubt present a unique and excellent platform for qualified buyers to meet with the best of what the South African and African Halaal market has to offer,” says Zaida Ever, who herself is incredibly committed to developing and growing trade within the Halaal space.

In 2019 Pure Grit was appointed as the event management company for WESGRO’s Africa Halal Week. Thanks to Enver’s expertise, knowledge, input and steer, the event enjoyed impressive growth of 40 % as well as expanded geographical participation, attracting delegations from Saudi Arabia, UAE, Singapore, Malaysia, the USA and a number of countries from within the continent.

“With our ATW cluster offering 20 years of history and dubbed as the destination for South African and African buyers (including agents and distributors representing some of Africa’s largest hotel chains, global retailers to small independent stores),  Africa Trade Week is well placed to showcase both South African and African Halaal manufacturers and producers of food, beverage, cosmetics and hospitality products.  We are proud to be collaborating with a passionate and credible team like Pure Grit whose network and understanding of the continental sector will give the Halaal economy the spotlight it deserves,” says Devi Paulsen-Abbott, Vice President of dmg events.

Additional information about participating at Halaal ’21 @ ATW can be found at www.africabig7.com/halaal21. Exhibition space is limited and available on a first-come-first-served basis.