Sustainable products for healthy living: Thanthwe Enterprises (Malawi) leads the way towards regional and international markets

Thanthwe Enterprises, an innovative agri-food company from Malawi, has benefited from strategic support through the FFM+ programme, aimed at strengthening its competitiveness and structuring its expansion into regional and international markets.

This support provided the company with strategic guidance and in-depth market analysis to inform its approach to market entry in Southern Africa, notably South Africa, Zambia and Mozambique, with a longer-term goal of expanding into the European Union.

The study revealed the strong potential of Thanthwe’s diverse product portfolio, which includes herbal teas, natural juices, jams, spices and chilli sauces. Rooted in Malawi’s biodiversity and guided by the company’s philosophy — “Sustainable Products, Healthy Living” — these products are perfectly aligned with global trends that favour natural, ethical and health-oriented goods.

South Africa emerged as the most strategic entry point, thanks to its mature retail ecosystem and growing demand for organic and fair-trade products. The recommended approach outlines a phased expansion strategy: beginning with South Africa, followed by Zambia and Mozambique through existing regional retail and distribution networks. Entry into the EU market is positioned as a long-term objective, dependent in particular on compliance with regulatory frameworks such as the EU Novel Food Regulation.

Beyond market intelligence, COLEAD’s support through FFM+ identified several key investment priorities to strengthen export readiness:

• obtaining HACCP certification,
• improving packaging and labelling,
• enhancing brand positioning and storytelling, and
• allocating dedicated resources for regional marketing and visibility.

The 18-month strategic action plan thus provides a clear roadmap for scaling up Thanthwe Enterprises and consolidating its export foundations.

For the company, the process has been a true turning point:

“This mission has been very transformative. We now have a clear understanding of the regional market and how we can position ourselves. The next step will be to move towards actual product distribution in the region — it would be great to continue working with the same team!”

Finally, the public summary report resulting from this study offers valuable insights for other Malawian agri-food enterprises seeking to access regional and international markets. It highlights the strong potential of Africa’s agri-food sector to leverage authentic ingredients and inclusive business models, while responding to global demand for ethical, high-quality products.

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.