About Us
Traidlinks was founded in 2004 as a result of the Private Sector Forum, convened by the then Minister for Development Cooperation Tom Kitt, which explored how best to support enterprise in developing countries.
At the forum, members decided to establish a food brand as a vehicle for African producers to sell on the Irish market. This brand later became the Heart of Africa range of premium food products.
Following the success of the Heart of Africa brand, Traidlinks was established as a not-for-profit organisation. The board comprises Liam Fitzgerald, United Drug; Paddy Maguinness, Patrick Bitature, Uganda Investment Authhority, Tony Barry, Barry’s Tea; Jim Corbett, Bewley’s; Michael Carey, Jacob Fruitfield Food Group; Aidan Heavey, Tullow Oil plc; Jerry Liston, Irish Aviation Authority & John Daly, Fairtrade Ireland.
Board Members
Traidlinks' objectives are to promote the relief of poverty and the advancement of education in developing countries by:
- Encouraging and facilitating the creation of employment opportunities and the improvement of working and living conditions for individuals and communities in developing countries through the development and promotion of trade and business in those countries
- Providing and facilitating the provision of skills exchange programmes, partnering arrangements, operational, managerial, academic and mentoring schemes in developing countries
- Providing educational opportunities for individuals, communities and organisations in developing countries for the exchange of knowledge, skills, expertise, information, research materials, advice and ideas for the development of business, trade and commerce
- Raising awareness of the role of trade in the development of developing countries.
Our initial focus is the food sector in Uganda, and on the marketing and branding of this sector.
All Traidlinks’ activities are driven by real needs identified by African companies as obstacles to business development.