Agricultural Technology Export Training

OVERVIEW OF PROGRAM

In partnership with California Governor’s Office of Business and Economic Development, Zurcom International (an African-based trade facilitation and market entry specialist) is hosting a specialized Export Training Program designed exclusively for California-based agricultural technology (agtech) exporters. This series spans twelve sessions and provides an in-depth, practical guide to navigating export opportunities in South Africa and broader African markets. Participants will engage with experts, government officials, and industry leaders across trade, legal, logistics, standards, and market access stakeholders.

Additionally, participating firms will receive one-on-one coaching from market specialists. Following the successful completion of the program, participants will also receive virtual bespoke meetings with interested, qualified South African-based firms. These have a direct interest in the specific California-based agtech solutions.

WHY AGRITECH COMPANIES SHOULD PARTICIPATE

South Africa represents one of the most promising and dynamic frontiers for agtech expansion. With a well-established yet evolving agricultural sector, a growing digital transformation in farming, and supportive government policies, the country offers a compelling landscape for U.S. companies, particularly those based in California, to innovate, partner, and grow.

South Africa is Africa’s most advanced agricultural economy, contributing over 2.5% to national GDP and supporting millions of jobs. The country’s diverse climate and geography allow for the production of a wide range of crops, including:

• Cereals and grains: Maize and wheat are staple crops, with strong demand for yield-enhancing and climate-resilient technologies.
• High-value horticulture: Citrus fruits, grapes, avocados, and nuts (notably macadamias and pecans) are key export commodities.
• Vegetables and sugarcane: Major domestic consumption and export categories.

This diversity creates wide-ranging opportunities for smart irrigation, precision agriculture, pest control, drone-based crop monitoring, and data-driven decision-making tools.

The South African government has prioritized digital agriculture and innovation as part of its broader national development goals. Through the Agricultural and Agro-processing Master Plan (AAMP) and incentives under agencies like the Department of Science and Innovation and Technology Innovation Agency (TIA), agtech is seen as central to driving both food security and economic transformation.

South Africa’s agtech sector is still in a growth phase, making it an attractive market for early movers. There is a strong demand for localized innovations, particularly those tailored to smallholder farmers who make up a large portion of the agricultural workforce. Additionally, large commercial farms—many of which are export-oriented—are actively seeking cutting-edge solutions to boost productivity, sustainability, and climate resilience.

California agtech firms bring globally competitive expertise in precision farming, robotics, water-saving technologies, and AI-powered crop analytics—solutions that are increasingly sought after in South Africa due to rising concerns around drought, sustainability, and food supply chains.

Furthermore, South Africa can serve as a gateway to the broader region, connecting California companies to a market of over 300 million people.

EXPORT TRAINING SESSIONS

Session 1: Africa: Trends in African Business in a Disrupted World Economy

Understand Africa’s economic landscape, growth opportunities, and key market sectors. Panel discussion with staff from five key regions of Africa.

Key Topics:

• Overview of Africa’s 1.5 billion consumer market
• Growing entrepreneurial middle class
• High-potential sectors including agricultural machinery
• Demographic potential and economic transformation

 

Session 2: South Africa: Country Market Building Market Knowledge

Comprehensive understanding of South Africa’s agricultural market and regulatory landscape. Market entry specialists will be on hand to provide their insights.

Key Topics:

• South Africa’s role in Southern Africa
• Agricultural base and market potential
• SACU, SADC, and AfCTFA context
• Food manufacturing opportunities

 

Session 3: South African Agricultural Market Overview

Comprehensive overview of South Africa’s agricultural sector. Input will be shared from Agri-South Africa (South African Agricultural Industry Association).

Key Topics:

• Agricultural landscape overview
• Equipment demands and market trends
• Key industry players
• Role of agriculture in economy

 

Session 4: Agricultural Equipment Market Dynamics

Understanding demand for agricultural machinery and distribution channels. South African Agricultural Machinery Association (SAAMA) will be an expert speaker during this session.

Key Topics:

• Agricultural machinery sector overview
• Growth opportunities
• Demand drivers
• Market entry best practices

 

Session 5: Legal Considerations for U.S. Exporters (Patents, Trademarks and Intellectual Property)

Learn about legal aspects of exporting agricultural equipment, and understand IP protection in the South African market. Hear from a leading African law firm.

Key Topics:

• Key legal considerations
• Contract analysis
• Legal frameworks
• Dispute resolution
• IP law requirements

 

Session 6: Broad-Based Black Economic Empowerment (BBBEE)

Understand BBBEE policies and their impact on U.S. exporters. Input will be provided by a key BBBEE consultant.

Key Topics:

• BBBEE overview and impact
• Compliance requirements
• Benefits for U.S. exporters
•  Integration strategies

 

Session 7: South African Bureau of Standards (SABS)

Understanding regulatory and quality standards for agricultural equipment. SABS Representatives will present during the training.

Key Topics:

• Certification process
• Safety and compliance standards
• Navigation of certification
• Local standards importance

 

Session 8: Logistics: Getting Agricultural Equipment to South Africa

Practical insights into shipping and logistics. Insights will be shared from California and South African logistics firms.

Key Topics:

• Shipping strategies
• Ports and customs navigation
• Transportation routes
• Local logistics partnerships

 

Session 9: Trade Finance / U.S. Government Support for Exporters

Learn about government programs and support for exporters, including trade incentives and funding. Experts from the U.S. Department of Commerce and Ex-Im Bank of the USA will share their knowledge.

Key Topics:

• Trade Policies and Incentives
• Support for Agricultural Technology
• Export Finance
• Tariffs

 

Session 10: Panel Discussion with South African Equipment Companies

Insights from local agricultural equipment distributors. Sights from the South African Agricultural Equipment Company Representatives will be presented.

Key Topics:

• Market challenges and opportunities
• Buyer preferences
• Market positioning
• Building distributor relationships

 

Session 11: Cultural Understanding of South African Markets

Develop effective pitching strategies for South African market.

Key Topics:

• Sales pitch structuring
• Cultural considerations
• Role-playing sessions
• Tailored recommendations

 

Session 12: Final Q&A and Program Wrap-Up

Program conclusion and next steps.

Key Topics:

• Final questions and clarifications
• Key takeaways review
• Resource provision
• Action planning

 

WORKING WITH ZURCOM INTERNATIONAL

Zurcom International offers key sales contacts and exclusive information in new global markets in Africa, the Caribbean and around the world. Our team is one of the world’s most experienced in trade facilitation and a leader in assisting firms entering the African, Caribbean and global marketplaces.

Zurcom has a long, successful record of working with companies toward their international sales goals in Africa. Our team has a wealth of experience working with companies directly and through governmental trade agencies toward successful company export sales. Since 1999, Zurcom has completed over 4,300 company projects, as well as over 160 governmental trade missions composed of company delegates.

Zurcom assists firms entering the market through direct representation. Firms wishing to expand their presence in Africa or globally work through us, from company registration to direct sales representation for results-based outcomes.

For more information, please contact  Richard Zurba.

Apply for this training HERE.

Download the flyer for more information.