NAIROBI, Sept. 16 (Xinhua) —<\/strong> 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\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" Benjamin Jama, founder and director of Nouvelle Afrique, expands in Kenya NAIROBI, Sept. 16 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