Trade fairs as a pathway to new markets

Entrepreneurs from Ukraine at the Anuga 2025 trade fair.

Open Trade Gate Sweden helps companies in low- and middle-income countries connect with Swedish and European buyers. An important part of this work is participation in international trade fairs.

Trade fairs are key meeting places where companies can present their products, gain a better understanding of market requirements and meet potential customers and partners. Through our support, selected companies are given the opportunity to participate in trade fairs in Sweden and across Europe and meet buyers looking for new suppliers.

Preparing for the trade fair

Companies participating in our programmes receive thorough preparation ahead of the trade fairs. They are trained in how the Swedish and European markets work in practice and what is required to export to the EU.

The preparation includes:

  • how the Swedish and European markets function
  • rules and requirements for exporting to the EU
  • how to present products and reach Swedish buyers

Through training, individual coaching and practical advice, we support companies in becoming export-ready and in strengthening their ability to engage in international business. Ahead of the fairs, companies also receive hands-on training on how to present their products, conduct meetings and build business contacts.

Meeting buyers

Companies participate in trade fairs in Sweden as well as in major international industry fairs across Europe, for example in the food sector. During the fairs, they have the opportunity to meet Swedish importers, distributors and other actors interested in new suppliers.

We facilitate relevant contacts and organise meetings and matchmaking between exporters and potential buyers. This enables companies to present their products and explore business opportunities with Swedish and European buyers.

Following up after the fair

Our support continues after the trade fair has ended. An important part of our work is helping companies follow up on the contacts they have established.

This may include continuing dialogue with buyers, adapting offers to market requirements and developing long-term business relationships. The aim is for contacts made at the trade fairs to lead to sustainable trade partnerships.

Part of Sweden’s development cooperation

Open Trade Gate Sweden is funded through Sweden’s development cooperation. By strengthening companies’ capacity to export to Sweden and the EU, we contribute to increased trade.

Increased exports can lead to job creation, higher tax revenues and economic growth in partner countries, which in turn can contribute to greater prosperity and improved living conditions.