African food brand launched in aid-for-trade initiative

A group of Irish business people has come together to launch a new African food brand on the Irish market.

The 'Heart of Africa' range has been developed as an aid-for-trade project.

Its backers say the maximum possible return is generated to assist sustainable economic growth for African businesses and communities, that all its activities are governed by ethical principles and all profits made from the brand are reinvested in African businesses and communities.

Minister of State for Irish Aid and Human Rights Conor Lenihan launched the initiative today in Dublin.

The ‘Heart of Africa’ range includes African tea, blended by Barry’s Tea; fresh ground African coffee blended by Bewley's; a variety of dried tropical fruits from Amfri Farms in Uganda and macadamia nuts sourced in Malawi.

These products will be available in major food stores, with a full national rollout planned over the coming months.

The distribution and marketing of ‘Heart of Africa’ products will be managed by the Jacob Fruitfield Food Group.

The private sector forum, soon to be incorporated as a not-for-profit association of Irish businesses named Traidlinks, aims to establish trade links with developing countries, mostly in Africa.

The business people involved give their time for free and their companies contribute in kind.

Irish businesses interested in getting involved in establishing links with African countries or the 'Heart of Africa' have been asked to contact project managers Nicola McGrath on 087 411 0006 [e-mail] or James Mulhall on 087 780 4566 [e-mail]

Visit www.traidlinks.ie for more information