From 20–24 September 2026, the Organic Growth Project, funded by Danida, organized a practical marketing workshop at the Artiom Free Zone in Uzbekistan, bringing together Afghan saffron companies, the Afghanistan Saffron Union, and the project team.
The participating saffron companies have achieved EU Organic, USDA National Organic Program (NOP), and ISO 22000 certifications for their saffron production with support from the project.
The workshop focused on practical strategies to help Afghan saffron companies connect with international buyers and expand their market opportunities, including:
- Participation in international food and trade exhibitions
- Business-to-business (B2B) and business-to-consumer (B2C) marketing
- Branding, packaging, and professional product presentation.
- International certification and market compliance
- Digital outreach and engagement with potential buyers
- Building and maintaining long-term business relationships
Participants also explored the full exhibition journey—from preparing brochures, certified product samples, and logistics before an event, to engaging buyers during exhibitions and following up afterward through digital catalogues, quotations, emails, and contract negotiations.
The workshop provided practical knowledge that can help Hand in Hand Afghanistan Organization (HIHAO) strengthen its support to Afghan saffron companies as they seek new buyers and expand into international markets.
A high-quality product is only the beginning. Successful access to global markets also requires professional presentation, international standards, strong branding, effective buyer engagement, and consistent follow-up.
Through the Organic Growth Project, HIHAO continues to support Afghan saffron companies in strengthening their market readiness, competitiveness, and connections with international markets.
