House On Fire invites applications to join the “Future Icons” entrepreneur training 2025, a programme supported by the European Union (EU) and the International Trade Centre (ITC).
Now in its second successful year, the EU-ITC Future Icons Launchpad is a dynamic, year-long training and trade programme designed for ten promising local micro, small and medium-sized enterprises (MSME) in the handicraft and artisanal food sectors.
This initiative is part of the “Eswatini: Promoting growth through competitive alliances” programme supported by the EU and implemented by the ITC in collaboration with the Eswatini Government.
The EU-ITC Launchpad offers invaluable market exposure, including trading opportunities at MTN Bushfire and the Standard Bank Luju Food & Lifestyle Festival. Open to young entrepreneurs in Eswatini, it supports those crafting artisanal foods or handcrafted products, helping them scale their businesses in the early stages of development.
Applications are available here: https://www.jotform.com/form/231623673824559
They close on 18 February 2025.
The 2025 EU-ITC Future Icons Launchpad programme kicks off on March 3, 2025, offering a ten-month immersive training and trade programme designed to equip ten outstanding MSMEs – the “Future Icons” – with the skills, market access, and mentorship needed to develop export-ready products and brands in the artisanal food and handicraft sectors.
Through expert-led training sessions and hands-on trade opportunities at MTN Bushfire and the Standard Bank Luju Food & Lifestyle Festival, the programme fosters creative growth while strengthening the foundations of each participating business. Local entrepreneurs and industry leaders provide invaluable insights, helping these industries thrive both locally and in international markets.
Proven impact & success stories
In its inaugural year, Future Icons Launchpad delivered remarkable results:
- Over E111,000 in combined sales generated at major festivals
- 80% of participants expanded their product ranges
- 90% now supply local retail stores
Eva-Maria Engdahl, Head of Cooperation of the EU Delegation to the Kingdom of Eswatini, stated: “The EU is proud to support the Future Icons Launchpad, a programme that empowers Eswatini’s talented entrepreneurs to scale up their businesses, access new markets, and drive sustainable economic growth. We look forward to seeing this year’s cohort thrive.”
One of the first Future Icons, Lungelo Dlamini, founder of Patience Delight, said about the impact of the programme: “We would like to thank the ITC and House on Fire team for the immense impact they have brought to our business. We have grown in many aspects of our business and the marketplace is more aware of us now, compared to when we started this incubator program. The guidance, mentorship, and opportunities created are always going to be valuable to us.”
How to apply
With only 10 spots available, selections will be based on growth potential and programme readiness. Applicants must demonstrate commitment to scaling their business and meeting programme requirements.
Selection criteria
- Scalability: Potential for export growth
- Commitment: Financial ability to attend workshops & activities (including travel)
- Sustainability: Environmentally responsible sourcing & impact
- Social impact: Contribution to local communities
- Product appeal: Uniqueness, design, and marketability
- Motivation: A strong personal statement on why you want to join
- Readiness: Ability to fully engage and benefit from this programme
- Eloquence: Strength of communication of idea and products
- Clarity & vision: Defined 2-year business goals
- Proven success: Previous sales, milestones, and product achievements
If you’re an Eswatini-based entrepreneur with a standout product and a vision for global success, this is your opportunity to take your business to the next level.
Queries may be directed to Langa at [email protected].
About the European Union Delegation to Eswatini
The EU Delegation to Eswatini is responsible for managing diplomatic relations between the EU and the Kingdom of Eswatini. These relations cover political relations, development cooperation, economic and trade relations as well as other areas of mutual interest between the two partners. The central objective of this partnership is to reduce and ultimately eradicate poverty through sustainable development, the progressive integration of Eswatini into the world economy, and the promotion of the rule of law, democracy, and human rights.
About ITC
The International Trade Centre is the joint agency of the World Trade Organization and the United Nations. ITC assists small and medium-sized enterprises in developing and transitioning economies to become more competitive in global markets, thereby contributing to sustainable and inclusive economic development within the frameworks of the Aid-for-Trade agenda and the United Nations’ Sustainable Development Goals (SDGs).
About the Programme
The ITC-Alliances for Action programme ‘Eswatini: Promoting growth through competitive alliances’, funded by the EU, supports job creation for small farmers, entrepreneurs, and artisans. Eswatini offers the global market unique organic produce, artisan roasted coffee, handmade cultural creations, and gourmet condiment lines.
ITC works closely with smallholder farmers, agro-processors, and artisans in Eswatini to support them in ways that are sustainable and benefit both people and the planet. In this way, ITC fosters and preserves cultural heritage, and draws on artisan skills and concepts of green growth.
Alliances for Action is an ITC initiative that seeks to transform food systems through producer partnerships that cultivate ethical, climate-smart, sustainable agricultural value chains.
