Agri processing is often referred to as one of the most promising areas for many African countries to develop their economies. In this project, africon was tasked to prioritise countries and sectors to (in a next stage) efficiently identify potential customers for a client. The sugar industry, as one of the evaluated industries, scored a “medium” potential for our client – though the image varies across the region. While many East African countries have sugar producing industries, only Ethiopia has over the recent years registered significant growth in sugar output and might continue to do so over the next 2-3 years. On the other hand, many sugar mills in the region suffer from high production costs and dwindling or stagnating output. Through the results and the continuation of this project, we will not only identify the most promising first customers for our client in East Africa, but we will also provide direction for future sales efforts in the region.