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HALAAL’21 @ ATW: Championing South Africa’s halal economy

02/06/21 – Event / HALAAL’21 / Halaal / Halal / South Africa / ATW / AB7 / Expo / Tradeshow / DMG

HALAAL’21 @ ATW: Championing South Africa’s halal economy

Supporting growth in the global halal market, and to further promote the segment’s emerging stature in southern Africa, dmg events and Pure Grit Project & Exhibition Management will jointly present new trade-networking platform HALAAL’21 as part of Africa Trade Week (ATW) in August.

A credible new trade and networking platform for South African and African producers to showcase their halal products to the world, the HALAAL’21 initiative will take place alongside dmg events’ long-standing Africa Trade Week (ATW) cluster from 23–25 August 2021 in Johannesburg.

Hybrid format for 2021


Encompassing three leading trade shows – Africa’s Big 7, SAITEX and The Hotel & Hospitality Show – the cluster annually brings together a range of key South African and pan-African buyers who attend to source products and services from a global manufacturing and services base. 

In response to the current environment, the 2021 edition will take place in a hybrid format, allowing for both in-person and online exhibition spaces, meetings and content.


The halal segment of Africa Trade Week 2021 – to be presented as HALAAL’21 @ ATW – will also give digital access to the live event launching with the vision to grow the brand into a stand-alone show from 2022.

Bringing buyers and sellers together


The team at Pure Grit Project and Exhibition Management have a wealth of experience in bringing buyers and sellers together continentally. Led by prominent Muslim businesswomen, Zaida Enver, their portfolio – which spans over a decade – includes management contracts of large trade shows for entities such as South African Tourism, WESGRO and Tanzania Tourism.


“We are really excited to be working with global operators dmg events on this initiative, which will no doubt present a unique and excellent platform for qualified buyers to meet with the best of what the South African and African halal market has to offer,” said Zaida Enver, who herself is incredibly committed to developing and growing trade within the halal space.


In 2019 Pure Grit was appointed as the event management company for WESGRO’s Africa Halal Week. Thanks to Ms. Enver’s expertise, knowledge, input and steer, the event enjoyed impressive growth of 40 per cent, as well as expanded geographical participation, attracting delegations from Saudi Arabia, UAE, Singapore, Malaysia, the USA, alongside numerous countries from across the African continent.

Flourishing halal economy in the spotlight


“With our ATW cluster offering 20 years of history and dubbed as the destination for South African and African buyers (including agents and distributors representing some of Africa’s largest hotel chains, global retailers to small independent stores), Africa Trade Week is well placed to showcase both South African and African halal manufacturers and producers of food, beverage, cosmetics and hospitality products,” enthused Devi Paulsen-Abbott, Vice President of dmg events. “We are proud to be collaborating with a passionate and credible team like Pure Grit, whose network and understanding of the continental sector will give the halal economy the spotlight it deserves,” she added. 


Additional information about participating at Halaal ’21 @ ATW can be found at: (Exhibition space is limited and available on a ‘first-come first-served’ basis).

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