Western Cape exports grew to R166 billion in 2021 – a vast improvement on the 2020 level of R136 billion, according to David Maynier, Western Cape minister of finance and economic opportunities.“This is a year-on-year improvement of 22.2%,” he told Freight News, indicating that finding and implementing systematic solutions for economic challenges and binding constraints was very much the strategy for the province. “We want to accelerate the ease of doing business in the Western Cape, making it easy for exporters and importers.” Maynier said the Western Cape was boosting private sector investments and promoting exports by enhancing the positioning of the region. Agriculture products remain important to the Western Cape basket of export commodities, with the top commodity at present still citrus fruit (both fresh and dried), followed by wine, grapes, apples, pears and quinces.“Other fresh fruit as well as apricots, cherries, peaches and plums are also top exports for the province, as are fruit and vegetable juices,” said May nier.To further boost trade and grow exports, the province launched its “Open, for Business” Investor Confidence Campaign in 2020. It is a collaborative effort between four different levels of government to present a clear and common message to the world: that both Cape Town and the Western Cape are open for business. “The campaign pitches the Western Cape as a destination that is reliable, adaptable and resilient in the face of crises, along with compelling proof points across sectors such as technology, agribusiness, the green economy, business process outsourcing (BPO), manufacturing, real estate and more,” said Maynier. “By pooling resources behind a common message and visual identity, and drawing on world-class best practice in digital marketing, the “Open, for Business” campaign will retarget audiences who have previously shown an interest in investing in Cape Town and the Western Cape.”He said that by using social media platforms such as LinkedIn, Google and Teads, the campaign would reach tens of thousands of prospective investors in key international and local source markets, including Europe, the USA, the United Kingdom, Gauteng and KwaZulu-Natal. “This has never been more important as we look to mitigate the impact of Covid-19 on key sectors, reinstate business confidence, and rebuild our economy. It is therefore crucial to highlight to the rest of the world that we are a province to be proud of and we are a gateway to the African continent, where future growth lies. “Locally, we are the most energy-secure province in the country, with sound governance and a track record for innovation.”As part of the campaign, the province has initiated a global remarketing drive for its international source markets.
