The 10th edition of HortiFlora Expo has, among other milestones, provided a unique opportunity for such groups as youth and women, whereby they participated as exhibitors promoting their businesses.

Supported by WEGO Program, women smallholder farmers from Ethiopia’s rural villages in Amhara and Sidama regions actively took part in HortiFlora Expo 2026 held from 24 to 26 March, showcasing their fruits and vegetable produces, thereby creating business linkages.

Backed by WEGO Program through collaboration between CARE Ethiopia and the Ministry of Agriculture, Ethiopia, these participants highlighted the Expo as a significant opportunity to promote their business and build essential networks.

Their participation in the Expo goes beyond business networking and creating market linkage, says Aynie Habtamu, WEGO Program Coordinator, highlighting that it is women empowerment, ensuring equitable opportunity by recognizing their contributions and important role in agriculture and other socioeconomic activities.

“Their participation in this Expo has great significance for them. These women are rural smallholder farmers who have never been far away from their neighborhoods to attend such event and have this exposure. This creates on them a sense of feeling that their contributions and role are valued; and it strengthens the women empowerment activities,” says the Program Coordinator.

Through the Program, the women are provided with support in capacity building for their activities in obtaining seeds and other inputs, production and also linkage for high-value markets, including avocado, tomato and onion.

It was for the second time that WEGO Program-supported women farmers participated in HortiFlora Expo organized by the Ethiopian Horticulture Producer Exporters Association (EHPEA) in collaboration with HPP Worldwide.