Export Council Launches Brand Awareness Drive at Anuga Trade Fair to Unlock New Value
The South Africa Abalone Export Council is aggressively pursuing a market diversification strategy, aiming to establish a foothold for its premium seafood delicacy in the European Union. This move is designed to reduce the sector's reliance on traditional Asian markets, which currently account for nearly 99% of its exports.
The push was formally launched at the Anuga Food and Beverage Trade Fair, the world’s largest food show, held in Cologne, Germany, from October 4-8, 2025.
The Challenge of Awareness in Europe
Rhomona Gounden, Chief Executive Officer of the South Africa Abalone Export Council, represented the industry at the event. She acknowledged the significant task ahead, as the product, prized across Asia, is largely unknown in Europe.
"Not many people know about abalone here in Europe. That is exactly the reason why we had to participate in this popular and big trade fair," Gounden stated. "We are on a mission to seek export opportunities in Europe and are confident that we will gradually penetrate this market, with France being our potential gateway as they are fond of exotic foods."
Gounden described her presence at Anuga as a strategic mission to build a premium brand for South African abalone. "This journey is about creating awareness, fostering curiosity and ultimately developing an alternate market for farmed abalone," she explained.
Industry Overview and Global Context
The South African abalone industry is a highly concentrated and significant aquaculture sector.
Production: The industry produces around 3,000 tonnes of abalone annually, with the vast majority being farmed. In 2021, South African abalone exports were valued at approximately US$61 million.
Key Export Markets: Nearly 99% of all farmed abalone is exported to traditional markets, including China, Japan, Canada, and Singapore. Prices for premium-sized abalone can be exceptionally high in Asia, a market the council now seeks to balance by adding a new, stable export destination.
Economic Impact: The abalone sector is a labour-intensive industry, employing an estimated 2,500 people, primarily in the Western Cape, with one farm located in the Eastern Cape.
Council Membership: Established in 2006, the Council represents six major member companies: Aqunion, HIK, I&J, Sea Harvest, West Coast Abalone, and Wild Coast Abalone, representing twelve farms.
Government Support for Diversification
The Department of Trade, Industry and Competition (the dtic) facilitated the sector's participation by setting up a national pavilion at Anuga, showcasing 30 South African agro-processing companies.
This support is part of the government’s broader export diversification initiatives aimed at helping local manufacturers establish new global markets. The push for diversification is particularly crucial as the industry is highly vulnerable to fluctuations in demand from China and faces persistent challenges from Illegal, Unreported, and Unregulated (IUU) fishing, which continues to plague the wild stock. By cultivating a new market in the EU, South Africa aims to enhance the security and sustainability of its lucrative "white gold" commodity.
Rhomona Gounden, Chief Executive Officer of the 
Print
