The USAID ECA Trade Hub AGOA program in Ethiopia was tasked with assisting Ethiopian products become more competitive at international levels and to exposing them directly to the U.S. market. As such, they provided the seven attending companies with firm level Technical Assistance through IESC Volunteer Experts prior to attendance, and at the show itself. The quality and pricing of the products is said to have impressed international buyers who showed a strong interest in apparel and leather products from the Ethiopian companies.

To quote Ato Araya Zerihun of MAA Garment, "It was a great experience and highly productive for us. This was our first time participating in such kind of an event."

The ECA Hub sponsored three Ethiopian home accessories companies to attend the WWDMagic Accessories trade show in Las Vegas, which took place concurrently with MAGIC in late August. The companies found success and are currently following up with buyers who expressed interest in purchasing their products.