8 May 2025.
Indigenous and Neglected Crops: A Gateway to Sustainable Tourism and Growth in Africa and the Caribbean Organized by AgriLuxe Marketing, in partnership with the University of the West Indies (UWI), the University of Johannesburg, and the Food, Agriculture and Natural Resources Policy Analysis Network (FANRPAN), the event centered on discussing a bold new proposal for the first-ever indigenous crop-based tourism circuit connecting Africa and the Caribbean: the AfriCaribbean WILD Tourism Route, targeted to be Wholesome. Indigenous. Local. Diverse.
This seminar was the first in a series to promote a wider initiative –
AfriCaribbean Tourism Routes. Given increasing trends in
tourism markets for local, healthy “authentic” culinary and cultural
experiences, the tourism routes initiative between Africa and the
Caribbean aims to promote the regions as sustainable and unique
culinary cultural meccas for both international, regional, and
domestic travelers and public and private sector investors. The seminar was in hybrid format (in-person and virtual).
It highlighted the social, economic, and environmental relevance of
indigenous, neglected and under-utilized crops to Africa and the
Caribbean. More specifically, to promote these African and
Caribbean crops and related value-added foods and products as
unique ingredients for developing sustainable tourism.
OPENING REMARKS
- Mr. John Steenhuisen, Minister, Department of Agriculture, Republic of
South Africa (RSA) (tbc)
- Mr. Tshifhiwa Tshivhengwa, CEO, Tourism Business Council, RSA
- Prof. Diane Abraham, Director, School of Tourism and Hospitality, University
of Johannesburg
CONCEPTUAL AND OPERATIONAL FRAMEWORKS
This presentation provided an overview of trends in the tourism markets that are
relevant to indigenous and local food crops. It also reviews the food system
framework to highlight the benefits of collaboration between Africa and the
Caribbean in maximising these market opportunities for achieving their
sustainable development goals, namely those linked to food and nutrition
security, food import reduction, job creation, and climate change adaptations.
- Ms. Jeanette Sutherland, Founder, AgriLuxe Marketing
BUILDING BRIDGES: STRATEGIES AND LESSONS LEARNED IN CREATING
CROSS-BORDER AGRITOURISM ROUTES
This presentation provided strategic insights gleaned from creating an
international tasting trail between the United States and Canada
- Dr. Lisa Chase, Professor at the University of Vermont Extension, Director of
the Vermont Tourism Research Center, past President and current
Education Co-Chair of the Global Agritourism Network.
CASE STUDIES: COUNTRY RESPONSES TO FOOD AND WELLNESS TRENDS IN TOURISM MARKETS
Examples of primarily private sector-driven business responses highlighted, among other themes:
- the key markets targeted,
- social and environmental returns on their investments;
- challenges in their supply chains; and
- the role of smallholder farmers and entrepreneurs and how they can be more efficiently incorporated into agritourism value chains.
Fine Dining; Farm-2-Table
- Case Study 1: Mr. Michael Daiber, Manager, !Khwa ttu, an award winning
San heritage educational center and tourist destination transformed its
restaurant menu to tell an indigenous story.
Food Festivals
- Case Study 2. Chef Nyanda Peltier Charles, Founder, WATO Festival,
Commonwealth of Dominica (celebrating Caribbean local foods and culture)
Specialty Foods; Retail - Case Study 3: Ms. Gillian Goddard, Co-Founder, Chocolate Rebellion, (an
African-Caribbean network of cocoa farmers and artisanal chocolate
producers)
- Case Study 4: Ms. Retang Phaahla, Co-Founder, Setšong African Tea
Crafters, Limpopo, South Africa) (transforming local flora and fauna into an
indigenous brand)
Spa and Beauty Treatments
- Case Study 5: Mr. Steve Andrews, Founder, Soothing Touch Spa and The
Bamboo Retreat, Barbados (pampering agri-style)
SPECIAL PRESENTATIONS
DEVELOPING AN AUTHENTIC, LOCAL, CULTURALLY DIVERSE FOOD ECOSYSTEM FOR SOUTH AFRICANS AND GLOBAL TOURISTS
This presentation explored key learnings from the development of a food ecosystem at the V&A Waterfront, one of South Africa’s premier tourist destinations. Participants gained insights into how this complex neighbourhood is leveraging market-driven strategies, driving an ambition to foster an example of a just, equitable and sustainable food landscape, benefiting local communities, small-scale farmers and culinary entrepreneurs
- Mr. Henry Mathys, Strategic Programme Manager, V&A Waterfront, Cape Town, South Africa.
REDEFINING FARM LIFE – REIMAGINING LUXURY
This presentation showcased how farms, traditionally places for food production,
can now be hubs for health and wellness experiences, tapping into an emerging
market of travellers seeking nature-based therapies, organic foods, and holistic
well-being experiences.
- Ms. Shadel Nyack Compton, Managing Director, Belmont Estate, Grenada
POTENTIAL FOR HERITAGE FOOD TRAILS IN THE CARIBBEAN
This presentation highlighted success stories in food and wellness tourism in
selected Caribbean countries and the development of regional heritage trails
linking indigenous foods and healing cultures
- Ms. Ena Harvey, Agritourism Specialist
LINKING ENTREPRENEURSHIP-AGRICULTURE DEVELOPMENT IN AFRICA
AND THE CARIBBEAN: FROM FARM TO TABLE
This presentation highlighted opportunities in the agri-food model to drive
entrepreneurial innovations for meeting the demands of both local and global
tourism markets.
- Ms. Isolina Boto, Head of Networks and Alliances, COLEAD
ROTECTING HERITAGE AND PROMOTING GROWTH: THE ROLE OF
GEOGRAPHICAL INDICATIONS (GIs) IN MARKETING INDIGENOUS AND
NEGLECTED FOOD CROPS
This presentation explored how the recognition of these crops with a GI label
can elevate their marketing value, attract tourism, and stimulate sustainable local
economies. It also touched on the challenges of establishing such systems
and the impact of protecting indigenous knowledge in both the agricultural sector
and cultural tourism. - Mr. Mark Forgenie, Managing Director, Vista Dorado Estates Moruga Hill
Rice
CULTIVATING CONNECTIONS – THE ROLE OF TOUR OPERATORS IN
SHAPING AGRITOURISM EXPERIENCES ACROSS AFRICA AND THE
CARIBBEAN
The presentation highlighted the role of tour operations in, among others,
facilitating logistics and operations for a competitive agritourism route, marketing and promotion, and creating tailored tourism packages while supporting local
community engagements
- Mr. Muthuri Kinyamu, Founder, Turn Up Travel and Board Member, Kenya
Ecotourism.
IMPROVING CONNECTIVITY BETWEEN AFRICA AND THE CARIBBEAN
Increased and competitive connectivity between the two regions is required for
efficient South-South collaboration in maximising opportunities in tourism markets
for mainstreaming indigenous food crops. This presentation provided an update
on flight options between Africa and the Caribbean, based on the joint venture
between Air Peace and Antigua and Barbuda.
- Ms. Hafsah Abdulsalam, CEO, LIAT 2020
PROMOTING SOUTH-SOUTH COLLABORATION AND AGRITOURISM TRADE
BETWEEN AFRICA AND THE CARIBBEAN
Afreximbank is leading a transformative process to strengthen social and
economic ties between Africa and the Caribbean. Facilitating trade and
investment is a vital step in this process and has formed a major part of the bank’s
Diaspora Strategy. This presentation explored how this support can be
leveraged to promote joint investments in establishing an African-Caribbean
tourism trade route centred on indigenous and neglected crops bundled with the
regions’ cultural and creative assets.
TAKING ACTION: MAKING A PITCH
This presentation provided an investment pitch for developing a WILD food
safari around homestead communities in Limpopo and Mpumalanga provinces to
complement South Africa’s well developed wildlife safari. It also highlighted lessons for integrating indigenous and neglected crops into more mature tourism
market segments.
- Mr. Dave Varty, Co-Founder & Co-Owner, Londolozi Private Game Reserve
This presentation shared plans for RICE,
Rising in Community Everyday, a
proposed festival for promoting communities’ uniqueness through culinary art and
experiences
- Chef Chaz Brown, Executive Chef at Garces Events
RESPONSES FROM ACADEMIA
This session shared Academia and Development Partners’ agenda, particularly in terms of
(i) on-going related activities; (ii) opportunities for collaboration among themselves for increasing efficiencies in delivering related impacts; and (iii) opportunities for new investments to contribute to maximising African and Caribbean indigenous and local food crops for sustainable tourism and development.
- Prof Michael Abberton, Director of the International Institute of Tropical
Agriculture (IITA) Genetic Resources Program and Lead for IITA’s work on
neglected crops
- Dr Hema Kesa, Director, Food Evolution Research Laboratory and Senior
Lecturer at the School of Tourism and Hospitality, University of Johannesburg
- Prof Mark N. Wuddivira, Dean, Faculty of Agriculture, University of the West
Indies
- Dr. Yolisa Pakela-Jezile, Acting Executive Manager, Crops and Natural
Resources, Agricultural Research Council, RSA
RESPONSES FROM DEVELOPMENT PARTNERS
- Mr. Samuel Kamau Nganga, Manager, Manufacturing, Agriculture and
Services, International Finance Corporation
- Mr. William Castro Rodriguez, Sr. Trade Officer, Caribbean Unit, International
Trade Centre
- Ms. Sandra Carvao, Director, Market Intelligence, Policies, and
Competitiveness, United Nations World Tourism Organisation (UNWTO)
- Ms. Shauna Brandon, Rural Development Specialist, Inter-American Institute
for Cooperation on Agriculture (IICA)
- Mr. Jonathan Lewis, Program Manager, Gates Foundation
- Dr. Wendell Samuel, Sr. Advisor to the Secretary General and Acting
Assistant Secretary General, Directorate for Economic Integration,
Innovation, and Development, CARICOM Secretariat
The seminar concluded
with a call to action from FANRPAN’s CEO, Dr. Madzivhandila, for long-term funding to be increased for feasible tourism projects that promote the regions’ indigenous and neglected food crops.
