{"id":10386,"date":"2026-09-16T12:34:10","date_gmt":"2026-09-16T12:34:10","guid":{"rendered":"https:\/\/kenyatopstories.co.ke\/?p=10386"},"modified":"2026-09-16T12:34:11","modified_gmt":"2026-09-16T12:34:11","slug":"benjamin-jama-founder-and-director-of-nouvelle-afrique-expands-in-kenya","status":"publish","type":"post","link":"https:\/\/kenyatopstories.co.ke\/index.php\/2026\/09\/16\/benjamin-jama-founder-and-director-of-nouvelle-afrique-expands-in-kenya\/","title":{"rendered":"Benjamin Jama, founder and director of Nouvelle Afrique, expands in Kenya"},"content":{"rendered":"\n

<\/h1>\n\n\n\n
\"\"
0-3048×4064-0-0#<\/figcaption><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

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

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.<\/p>\n\n\n\n

“Our mission is to create connections between economic actors on the African continent and those in Europe,” Jama said.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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

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.<\/p>\n\n\n\n

Once potential partners have been identified, Nouvelle Afrique facilitates initial contacts through business meetings and videoconferences.<\/p>\n\n\n\n

“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.<\/p>\n\n\n\n

According to Jama, the company’s role can also extend beyond establishing initial business contacts.<\/p>\n\n\n\n

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

“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.<\/p>\n\n\n\n

The objective, he added, is to help resolve misunderstandings before they escalate into disputes that could undermine commercial relationships.<\/p>\n\n\n\n

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

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Jama said Nouvelle Afrique intends to accompany businesses throughout the process rather than simply introduce them to prospective customers.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n","protected":false},"excerpt":{"rendered":"

French entrepreneur Benjamin Jama, founder and director of Nouvelle Afrique, a startup specializing in international…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"class_list":["post-10386","post","type-post","status-publish","format-standard","hentry","category-africa"],"_links":{"self":[{"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/posts\/10386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/comments?post=10386"}],"version-history":[{"count":1,"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/posts\/10386\/revisions"}],"predecessor-version":[{"id":10388,"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/posts\/10386\/revisions\/10388"}],"wp:attachment":[{"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/media?parent=10386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/categories?post=10386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kenyatopstories.co.ke\/index.php\/wp-json\/wp\/v2\/tags?post=10386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}