From agribusiness sourcing and investment opportunities to new regional value chains, the African Continental Free Trade Area (AfCFTA) is creating new avenues for Swiss-African business engagement.
On 19 June at the Swiss-African Business Day in Geneva, ITC, the AfCFTA Secretariat and Switzerland highlighted how their collaboration is helping businesses turn these opportunities into tangible commercial outcomes.
New opportunities for Swiss-African business partnerships
As the AfCFTA enters full implementation, attention is shifting from policy frameworks to practical business opportunities. For Swiss companies, the AfCFTA Agreement opens access to a more integrated African market, while creating new possibilities for sourcing, investment and long-term commercial partnerships across the continent.
These opportunities were the focus of the session AfCFTA in Action: Unlocking Swiss-African Trade and Investment Opportunities, co-hosted by the International Trade Centre (ITC), the AfCFTA Secretariat, the Swiss State Secretariat for Economic Affairs (SECO) and the Swiss-African Business Circle (SABC) during the Swiss-African Business Day in Geneva.
Initial analysis presented during the session highlighted the significant untapped potential in Swiss-African trade. By 2030, African export potential to Switzerland is estimated at nearly $19 billion, of which more than $8 billion remains unrealized, pointing to substantial opportunities for stronger commercial partnerships.
Moving from agreement to action
While the AfCFTA has created the world's largest free trade area by number of participating countries, businesses need practical support to fully capitalize on the opportunities it creates.
The session marked the first public presentation of the renewed cooperation between ITC, the AfCFTA Secretariat and SECO under One Trade Africa.
‘The AfCFTA opens a continental market and a pathway to international trade for African SMEs. For Swiss companies, it offers an evidence-based entry into one of the world's most dynamic growth regions for sourcing, investment and long-term partnership,’ said Dorothy Tembo, ITC Deputy Executive Director.
The three partners are supporting practical implementation through market intelligence, private sector engagement, export readiness support, business matchmaking and trade missions designed to strengthen trade and investment linkages between Africa and Switzerland.
The initiative builds on the renewed memorandum of understanding signed between ITC and the AfCFTA Secretariat during Biashara Afrika in Lomé, reaffirming a shared commitment to making the AfCFTA work for the private sector.
Connecting African exporters with Swiss markets
The Geneva session also marked the start of a week-long business mission for five export-ready African agribusinesses.
From specialty foods and agricultural products to value-added processing, the companies are engaging directly with Swiss buyers, investors and the private sector through business meetings and networking activities.
The mission is already generating promising commercial prospects. During meetings with Swiss private-sector actors, participating small businesses received direct feedback on market requirements, sustainability expectations and certification pathways. Several companies were invited to pursue follow-up discussions and product evaluations. The exchanges provided valuable insights into Swiss buyer expectations regarding certifications, sustainability and quality requirements. It also highlighted concrete opportunities for African exporters to strengthen their position in premium international markets.
The mission forms part of a broader package of support so African small businesses can better compete and access international markets. This includes export readiness training, support on packaging and labelling requirements, market intelligence, participation in trade fairs, and business matchmaking.
Agribusiness remains a priority, reflecting both AfCFTA priorities and growing opportunities for Swiss-African collaboration across food and farm systems.
Building on earlier activities in South Africa and Togo, the programme supports African businesses in connecting with regional and international markets while fostering stronger commercial ties with Switzerland.
Up next: Ghana trade mission
Later this year, the project will bring Swiss buyers and potential investors to Ghana to explore market prospects on the ground and connect directly with African businesses.
Through continued collaboration between ITC, the AfCFTA Secretariat and the Swiss State Secretariat for Economic Affairs, the initiative aims to strengthen both intra-African trade and Swiss-African trade and investment linkages.
For companies interested in exploring opportunities under the AfCFTA, the message from Geneva was clear: Africa's single market is open for business, and the time to engage is now.
The AfCFTA opens a continental market and a pathway to international trade for African SMEs. For Swiss companies, it offers an evidence-based entry into one of the world's most dynamic growth regions for sourcing, investment and long-term partnership.
Dorothy Tembo
Deputy Executive Director
ITC
The AfCFTA Secretariat is pleased to partner with SABC and ITC in supporting African SMEs to access new markets, build commercial partnerships, and integrate into regional and global value chains. SMEs are the backbone of Africa’s economies, and their success is essential to achieving the objectives of the AfCFTA. Through strategic partnerships such as this, we are helping translate the Agreement into tangible business opportunities.
Constance Moser
Private Sector Coordinator
AfCFTA Secretariat
It was a very successful mission overall. Being on the panel enabled me to share my experience but also meet impact investors. The mission has been an eye opener to more perspectives in the expansion of my business, namely international standards, operational procedures, harnessing the AfCFTA to secure more volumes in the region and ITC tools.
Moses Sonko
Managing Director
Smiling Coast Agro Processing Company, The Gambia
I am grateful for the opportunity to have been part of this cohort. Aside the quality of the conversations at the SABD and with the various stakeholders, I have realised the need to invest in machinery to improve processes, research about certifications for the Swiss market and the advantages of the AfCFTA. I am coming for the Swiss market!
Sally Kimotho
CEO
Meru Herbs, Kenya
This mission has been a great learning curve for the company, particularly in terms of packaging and branding. The industry visits were a great way to discover and explore new ideas for our products and how to better understand the demands of the Swiss market.
Philipp Rein
Co-Founder
Cape Honeybush Tea Company, South Africa
This was my first trade mission to Europe and the shop visits and the branding sessions were my highlight. I have understood the importance of investing in quality packaging to meet international standards. We have a potential Swiss buyer ready to source our dry fruits and has requested for international certifications. Moving forward I am going to work on these requirements.
Yezichalem K. Tessema
CEO
Theday Agroindustry, Ethiopia
Coming to Switzerland enabled me to meet key stakeholders, including a critical partner for resource mobilisation. This mission has clarified expectations of the Swiss market, whereby there is a high emphasis on standards, without which a partnership will not come to reality. I am elated to have learned so much that I am going to use to improve my business processes and stakeholder engagement.
Kwaku Anim-Asiedu
Founder
Castor Care Ghana Ltd =, Ghana
19 June 2026, Geneva, Switzerland – A panel at the Swiss-Africa Business Day heard analysis presented during the session highlighted the significant untapped potential in Swiss-African trade. By 2030, African export potential to Switzerland is estimated at nearly $19 billion, of which more than $8 billion remains unrealized, pointing to substantial opportunities for stronger commercial partnerships.
19 June 2026, Geneva, Switzerland – Miyoba Lubemba from ITC moderates a panel at Swiss-Africa Business Day, marking the first public presentation of the renewed cooperation between ITC, the AfCFTA Secretariat and SECO under One Trade Africa.
19 June 2026, Geneva, Switzerland – ITC Deputy Executive Director Dorothy Tembo speaks at Swiss-Africa Business Day, highlighting how the AfCFTA opens a continental market and a pathway to international trade for small businesses.
19 June 2026, Geneva, Switzerland – An official from Ghana, Sampson Abankwas, also spoke at Swiss-Africa Business Day. Later this year, One Trade Africa will bring Swiss buyers and potential investors to Ghana to explore market prospects on the ground and connect directly with African businesses.
19 June 2026, Geneva, Switzerland – Sally Kimotho, CEO of Meru Herbs in Kenya, said Swiss-Africa Business Day made her realize the need to invest in machinery to improve processes and to research about certifications for the Swiss market.
About the programme
The One Trade Africa (OTA) initiative is an umbrella programme integrated package of technical assistance solutions that ITC is offering to the African business community operating in both the formal and informal sectors to enable them to understand the opportunities of the AfCFTA and to build the capacity of enterprises and entrepreneurs to export across Africa and beyond.
Window 1 (W1) is ITC's flexible core funding. It enables rapid startup and scale-up across programmes, so ITC can provide strategic and timely responses to emerging opportunities that lead to lasting results for the people it serves. By investing in W1, funders make possible the systems, expertise and partnerships that help SMEs – especially those led by women and youth – compete, connect and thrive in global markets.