Initiatives Confection, a Malagasy textile firm was sponsored by the ECA Hub to attend the ASAP show in the United States held in February 2004. Prior to attending the show, Initiatives was also the beneficiary of technical assistance in the form of a textile expert who worked with the firm specifically in the areas of design and marketing.

Initiatives Confection had identified the selection of a distributor/agent in North America as a key objective in attending the ASAP show. The firm was able to sign an agent agreement with the US firm, M-Source International.

At this time an active promotion of Initiatives Confection products has been initiated. This has resulted in the placement of significant sampling orders in the form of several hundred units of children's dresses and shirts. Furthermore, a long term client has already been secured and additional leading prospects are currently reviewing the company's product lines including: Strasburg Children, Talbot's Kids and Saks Fifth Avenue.

Initiatives Confection is currently producing hand made embroidered dresses. This work of art is labour intensive and requires skilled personnel. The company currently employs over 300 women and is owned and managed by a female entrepreneur.