Western Cape provincial trade, investment and tourism promotion agency Wesgro on Friday inaugurated its “Made in the Cape Market”, at the V&A Waterfront in Cape Town. The market will run throughout this month.

“The Made in the Cape brand reinforces values that underpin the Western Cape’s products and services,” highlighted Wesgro chief marketing and innovation officer Jean Scheltema. “Through meticulously crafted miniature stage sets, shoppers are given a glimpse into what goes into the products available for purchase, who is behind the craft and why it’s geographically significant. Via prompts at each scene, they’re encouraged to take out their mobile phones and scan the stage sets, where captivating stories are brought to life through augmented reality, reinforcing that if it comes from the Cape, you can expect quality and sustainability.”

The market showcases 45 local exporters and their premium products. The companies were selected from Wesgro’s virtual trade managing and round-the-clock matchmaking platform, capetradeportal.com, which was launched more than a year ago.

“Trade innovation is a key focus for Wesgro,” stressed Wesgro CEO Wrenelle Stander. “Exporters registered on the portal are reaping the rewards of a multiyear effort. Following the success of the highly targeted digital campaigns in key source markets – including the UK and the US – the Market forms part of our domestic consumer awareness as well as a drive to onboard new exporters. With the international allure of the V&A Waterfront – we’re giving our products and services centre stage.”

The companies participating in the market represent all five of the province’s regions. Some of the companies are from remote regions of the province. The market covers three main themes – the Cape’s wine, design and floral kingdoms – and combines audio and visual elements with tangible products. Visitors are presented with facts and unique stories, through a process of immersive storytelling. In October, historically, the number of visitors to the V&A Waterfront reached up to two-million, both domestic and international.

“As the city government, we remain committed to building a stronger, more resilient, and inclusive economy,” assured Cape Town Economic Growth MMC Alderman James Vos. “Increasing brand awareness of our local exporters, both internationally and domestically, is key in our quest to fulfilling this commitment. We welcome the efforts of the Made in the Cape Market, providing a catalytic opportunity to onboard more Cape Town exporters to the Cape Trade Portal, and drive further exports from the city.”