From the negotiating table to container shipment: Cashew Deals in Motion

Participating in a trade fair is only the starting point in the search of new markets. After a successful attendance at the International Sweets and Snacks Fair (ISM) and more than 200 meetings with interested buyers, six cashew producers and processors left Cologne with a long list of follow-up to-dos: Samples and quality certificates as well as information on prices or transport details had to be sent to the new potential business partners.

These six companies participate in the GIZ Cashew Matching Grant Fund (MGF), a public-private financing and partnership scheme created to support innovative ideas that strengthen resilient agricultural value chains. Under this model, selected SMEs form consortiums with farmer cooperatives, carrying out activities such as training in good agricultural practices (GAP) or providing improved seedlings to raise yields, among others. Beyond financial support, MGF partners also benefit from business development services and assistance in accessing both finance and new markets.

The common assumption for trade fair participation, such as at the ISM, is that around three per cent of business contacts are converted into actual deals, which in this case would predict five signed agreements. Four months later, here's where the six companies stand:

Benin | You like it?
Tracker Status: Samples in progress
Our value-addition pioneer has held multiple follow-up meetings with a specific European buyer and is now preparing product samples. If the interested buyer likes the quality, this market could grow to ten containers of cashew kernels a year. A second, equally promising lead centers on cashew-apple products. The buyer has already toured the production facility in Benin, and both parties are discussing annual volumes of cashew kernels to be supplied. The opportunity matters beyond this one deal: cashew apple products are still a novelty, and building a market for it could mean new opportunities for cashew SMEs.

Nigeria | Let´s meet!
Tracker Status: Facility inspection complete
One lead has already moved well beyond the exhibition floor: a Dutch company flew to Nigeria to inspect our partner's facilities in person, a strong signal, since a buyer willing to show up on-site is a buyer who means business. During the visit, representatives were given a guided tour of the processing facilities, where they inspected both the quality of the nuts and the working conditions on-site. Negotiations on next steps are now underway.

Tanzania | Where do we deliver?
Tracker Status: Distribution negotiation underway
Our fast-growing partner in Tanzania has made significant strides on multiple fronts. An important development is the ongoing negotiation with Nuts2: the two parties are currently negotiating a deal for approximately 63 tons of processed cashew nuts. In parallel, distribution opportunities are being discussed with two other potential buyers, including possible monthly shipments and warehouse cooperation. During the fair, the company also connected with several machinery suppliers, laying the groundwork for future expansion projects — not just sales.

Côte d'Ivoire | Take me home!
Tracker Status: Awaiting harvest confirmation
Our Fair Trade-focused partner has focused on buyers with the capacity for larger volumes and long-term relationships. The talks quickly moved to sample approval, quality certificate submission and orders of up to ten containers. Exports start with the next harvest!

Burkina Faso | Demand is knocking
Tracker Status: Prioritizing strongest leads
Our Export Champion has kept European buyers engaged with follow-up discussions covering pricing, delivery schedules, product grades, certifications, and commercial terms. Several buyers have expressed strong interest in future cooperation, with potential volumes ranging from pallet-sized shipments to large-scale orders. Negotiations are currently ongoing.

Kenya | Going pan-African!
Tracker Status: Exploring South-South sourcing
As the market continues expanding, our bridge-builder partner started exploring sourcing cashew kernels from fellow MGF participants. ISM didn't just connect African processors to European buyers, it's opening doors between African processors themselves, strengthening regional supply chains and keeping more value on the continent.

What the Deal Tracker Shows

This is wonderful news! Only a few months into the process, more than five opportunities have already progressed past introductory conversations and are steadily moving towards new concrete export agreements.

If the initial exports are completed to the satisfaction of both the buyer and the seller, there is a chance that it could lead to long-term business relationships! The fair lasted four days. The opportunities it created could last for years.