French entrepreneur Benjamin Jama, founder and director of Nouvelle Afrique, a startup specializing in international trade, is expanding the company’s activities in Kenya as part of efforts to strengthen commercial links between African businesses and European markets.

Nouvelle Afrique seeks to help African companies, particularly those exploring international markets for the first time, establish connections with potential European partners and customers.

Jama said the company provides a range of services designed to support businesses through different stages of their international expansion, from assessing their readiness to enter foreign markets to identifying potential commercial partners.

“Our mission is to create connections between economic actors on the African continent and those in Europe,” Jama said.

He explained that many businesses may have products or services with potential in international markets but require support to understand market requirements and identify suitable partners.

Nouvelle Afrique therefore begins by assessing a company’s capacity to operate internationally, including its ability to meet the requirements of a foreign market.

The company can then assist businesses with market research and commercial prospecting, including identifying potential European importers whose needs correspond to the products or services being offered.

Once potential partners have been identified, Nouvelle Afrique facilitates initial contacts through business meetings and videoconferences.

“If the relationship develops, we can go further and organize a physical meeting, allowing the African economic actor to travel to Europe to meet their potential partner,” Jama said.

According to Jama, the company’s role can also extend beyond establishing initial business contacts.

Nouvelle Afrique can provide support when difficulties arise during international transactions, including documenting incidents on behalf of an African company operating in Europe.

“Where a problem arises in an international transaction, we can intervene by making observations, taking photographs, preparing reports and helping the parties address the issue,” he said.

The objective, he added, is to help resolve misunderstandings before they escalate into disputes that could undermine commercial relationships.

Jama said the company’s expansion in Kenya reflects its broader interest in facilitating stronger economic connections between African businesses and international markets.

Through its services, Nouvelle Afrique aims to provide businesses with practical support as they move from domestic operations to international trade, while helping build relationships that can develop into long-term commercial partnerships.

Kenya, with its growing private sector and role as a regional business hub in East Africa, provides an important base for the company’s efforts to connect African enterprises with opportunities in Europe.

Jama said Nouvelle Afrique intends to accompany businesses throughout the process rather than simply introduce them to prospective customers.

The approach covers market assessment, partner identification, business matchmaking, meetings and, where necessary, assistance in addressing challenges that may emerge after a commercial relationship has been established.

By providing support at different stages of the internationalization process, the company hopes to reduce some of the challenges faced by businesses entering unfamiliar markets and encourage more sustainable Africa-Europe commercial partnerships.