Winning Business in Africa – a Focus of the SAAFF Congress 2018

Africa is a challenging continent in which to do business: with 54 countries, almost 2 000 languages spoken and a population of 1.2 billion, it is a complex and challenging place. But with the huge growth of the middle-class, it also offers massive opportunities. This is according to Dr Rutendo Hwindingwi, an Associate Director of Deloitte South Africa.

Hwindingwi, an emerging markets expert, will be addressing the congress of the South African Association of Freight Forwarders, which takes place on 29 and 30 August at the Cape Town International Convention Centre in Cape Town.

Described as an Afro-Realist, Hwindingwi assists companies to navigate through the complex African landscape. “Africa presents a territory that comes with lots of opportunity, risk and unpredictability, but also enormous potential reward to those who are willing to shift the way they perceive Africa,” he says.

He describes Africa as “a cauldron of diversity, opportunity, confusion and mayhem”.

Research published in 2017 shows that five out of seven SMEs in Africa fail in their first year – largely due to the misconception of the dynamics of the new territory. “SMEs can grow nimbly in Africa by leveraging technology to drive sales and marketing or outsourcing non-core functions like bookkeeping and payroll management,” says Hwindingwi.
“As a continent, Africa is open for business,” continues Hwindingwi. “In fact, it was never closed. The question is: are you truly ready to expand into the African continent?”

Congress Highlights
Themed ‘Logistics through Innovation and technology’, the SAAFF Congress 2018 will focus on innovative technology that helps achieve objectives, logistics solutions, opportunities in this economy and the African context, as well as stories to inspire, motivate and transform the industry.

  • Other highlights in the speaker line-up include:
    -The State of the Economy by Dr Dawie Roodt – Chief Economist: Efficient Group
    -Road-to-Rail Transport Initiatives
    -The Evolution of Air Cargo Trade between Forwarders and Airlines: 1947 to today by Paul Cheetham – SAAFF Board member
    -Manufacturing a new Future for South Africa by Dean Macpherson MP – Shadow Minister for Trade and Industry
    -Innovative Technology Workshop: Preparing for Disruption in the Freight Forwarding Industry by Stephen Gray, Founder of MakerSpace
    -SARS Update: New Customs Legislation session
    -Technological Disruption along the Supply Chain: The next General Logistic Execution System by Nachi Mendelow of WiseTech Global

This year’s sponsors include Lombard (Platinum), WiseTech Global (Gold), JLT (Bronze) and Prestmarine (Bronze).
For more information on the congress, visit or contact the SAAFF Congress Secretariat, Lisa Vickers on +27 (0)21 683 2934 or email

For more information on the exhibition and sponsorships, contact Robert Kaiser on or 082 782 7599.