Products from local supply chains are gradually finding their place on European shelves and in commercial circuits. The initiative has been supported by Germany since 2023. Containers illustrate the transport of products to European markets, supporting export development and the opening of new commercial opportunities.
For Oliver Knoerich, German Ambassador to Antananarivo, the challenge extends beyond finding buyers. It is primarily about preparing companies to meet European market requirements. The initiative identifies local exporters and supports them on crucial issues such as quality, standards, and market access conditions. This approach enables companies to position themselves better and build lasting commercial relationships. Over three years, the program has generated 22.6 million euros in exports, equivalent to over 112 billion ariary, giving new dimension to commercial exchanges.
This opening concerns several products already part of the export potential. Essential oils, vanilla, aromatic plants, spices, cocoa and derived products are among the goods involved. Added to these are dried fruits, gluten-free flour alternatives, and moringa. Behind this diversity are mainly producers and companies seeking to add greater value to their activities.
Results speak for themselves. Sixty-nine contracts were concluded for eight companies under the program. Nine partner companies contributed to the 22.6 million euros in exports to Europe. Meanwhile, the eight participating companies achieved 2.9 million euros in revenue through new commercial partners.
The Netherlands is the main outlet, with over one million euros in trade. France follows with over 500,000 euros, ahead of Switzerland with over 400,000 euros. Germany represents over 300,000 euros, while Italy exceeds 200,000 euros.
Beyond the figures, this dynamic can have effects throughout the production chain. Access to new customers pushes companies to improve their products, practices, and capacity to meet international standards. For 2026-2027, support should notably extend further to cosmetics, with three to five new companies expected to arrive. A prospect that could further expand outlets and strengthen activities around local supply chains.