Heart of Africa
Heart of Africa is an initiative of Traidlinks, an Irish Aid funded not-for-organisation partnered with Irish businesses working to promote enterprise in the developing world. It was formed when a group of leading Irish business professionals, including JFFG's Chairman Michael Carey, went out to Uganda in January 2005 to explore possibilities to facilitate trade from Africa into Ireland.
As a result of this trade mission, it was decided to create an African food brand based in Ireland, which could import food products to be sold in major Irish supermarkets. This is the ‘Heart of Africa’ range of premium food products.Jacob Fruitfield assists with the packaging, distribution and marketing of the Heart of Africa range and Michael Carey is currently a non-executive director of the Traidlinks Board.
