Kasozi Samson, Sales and Marketing Manager at Ebenezer United Stores and Sons Company Limited, Uganda, at the third CIIE (Ge Lijun)    

"The China International Import Expo (CIIE) provides a platform for us to connect with each other and gives us support to sell our goods into the Chinese market," Kasozi Samson, Sales and Marketing Manager at Ebenezer United Stores and Sons Company Limited, Uganda, told ChinAfrica.  

Ebenezer United Stores and Sons is an import and export company established 15 years ago. Due to the COVID-19 pandemic, many Ugandan companies could not come to Shanghai to attend the expo this year, so this company is also representing them to showcase their products to Chinese consumers and businesses.  

Samson's booth is located in the food and agricultural products section, with shelves featuring Ugandan specialties, including black tea, coffee, and wood carvings and artwork.  

"Many Chinese people may not be familiar with Uganda, but through the fair, we can promote awareness and understanding of Uganda, including our culture, art and goods, on the one hand, and on the other hand, it can give small businesses like the ones we represent the opportunity to get orders from China and expand production," he said.  

Products from Uganda on display at the CIIE (Ge Lijun)  

Samson is no stranger to the CIIE, as he also attended the second edition. "Last year, we signed contracts with a lot of Chinese people who were interested in our goods - tea, coffee and honey - and we found some opportunities to enter the Chinese market." He said that after being contacted through the fair, many Chinese business people expressed interest in coming to Uganda and invest.  

Now, Samson uses WeChat to connect with customers. At this year's expo, he has made many contacts with Chinese merchants, collecting their business cards, email addresses and WeChat for potential future collaboration.    

He thinks that as an important platform to promote trade, the CIIE brings many business opportunities for small and medium-sized enterprises from participating African countries. "What we really need is opportunity. But opportunity is based on a good quality of our commodities and a platform. We know there are a lot of exhibitors from other countries doing the same business as us, but we have confidence in our goods and you see, we have signed many contracts with Chinese partners. Through the fair, at least, we have entered into the Chinese market," he explained.  

Samson said that last year his company also participated in the first China-Africa Economic and Trade Expo in Changsha, Hunan Province. They don’t want to miss any opportunity to have contact with Chinese market.  

Although the epidemic has affected his company and prevented his colleagues from visiting the CIIE this time, he is optimistic. "We are more interested in focusing on the future, because the future will be brighter," he noted.  

(Reporting from Shanghai)