About the programme
The Future Icons Launch Pad Programme is designed to support the growth of 10 Eswatini MSME brands as they develop their products and businesses to become market ready.
The program is implemented by House on Fire and the Internatiional Trade Centre (ITC), as part of the Eswatini Jobs and Growth Project funded by the EU.
This program is open to Eswatini MSME’s in the handcraft and artisanal food sectors, and will include training and two trading opportunities where participants will get direct-to-customer sales experience and first-hand feedback from customers.
We are seeking 10 brands or entrepreneurs who create food or handcrafted products in Eswatini. If you're eager to expand your business both locally and in the export market, we invite you to apply for this launch pad programme.
The program will provide:
- Training sessions with experienced industry professionals across the handcraft and artisan food industries. Trainers include: MSME’s entrepreneurs with export experience and the House on Fire festival team who manage over 200 traders a year through their various events, across food and handcraft.
- Access to a network of like-minded entrepreneurs and collaboration opportunities with other brands.
- Opportunity to trade at Luju Festival 2025 and Bushfire Festival 2025 if all the course criteria are met.
ABOUT HOUSE ON FIRE AND THE FESTIVALS
House On Fire is a multi-faceted creative event and promotions company and venue based in eSwatini. For over 22 years, House On Fire has produced some of the region’s top music and arts events including its flagship event, the Standard Bank Luju Food & Lifestyle Festival as well as the MTN Bushfire Festival. House On Fire also hosts a music / theatre venue and an art gallery, all within a beautifully developed site. It was founded by Jiggs and Sholto Thorne in 2000 to create a space for growing and developing the arts in Eswatini.
Between MTN Bushfire and the Standard Bank Food & Lifestyle Festival, over 100 SMEs/traders are able to benefit from these platforms. An informal trading area is set up and managed outside the festivals for local traders to benefit from the massive foot traffic.
ABOUT ITC
The ITC is the joint agency of the World Trade Organization and the United Nations, and is the only development agency that is fully dedicated to supporting the internationalization of micro, small and medium-sized enterprises (MSMEs).
The ITC-Alliances for Action project ‘Eswatini: Promoting growth through competitive alliances’, funded by the European Union (EU), supports job creation for small farmers, entrepreneurs and artisans.
Micro, small and medium-sized enterprises are leading the way for value addition in country, and creating jobs for their communities in the process. ITC is working with the EU and the local government to support them and facilitate an enabling business climate. ITC also 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.
House on Fire has partnered with The International Trade Centre (ITC) to provide a launch pad for 10 MSMEs in Eswatini, building up to the 2 major festivals.
Selection Criteria:
-Entrepreneurs in either of these two areas:
- Hand-made craft products (eg. handcraft, fashion, accessories, beauty, hair, home, lifestyle)
- Artisanal food products (eg. sauces, dried fruits, packaged foods, drinks)
- Business who are in early stages of growth (if some aspects of your business are not developed, you may still apply)
- Original ideas, or ideas with potential for development
- Committed leadership
- No repurposing or re-selling of products is allowed
- Applicants must be 18 up to 35 years old to apply
- We encourage women and youth to apply
Commitment required:
- Compulsory attendance and engagement for all program activities at House on Fire
- Cover your own transport to attend all training sessions
- Be open to share your brand, product journey with other members of the cohort
- Available to trade at Luju Festival 1-2 August 2025 and Bushfire Festival 30 May -1 June 2025
- Commitment to developing your brand, products and business
- Shortlisted applicants will be required to attend an interview to present product samples.
Important Dates:
- LUJU Festival: 1st - 2nd August 2025
- Bushfire Festival: 30th May - 1st June 2025
For queries please contact traders@house-on-fire.com
Application Closing Date: 18th February 2025. Final selection by 28th February 2025