“Tomorrow’s food will be, if it isn’t already, strongly influenced by this new generation of African entrepreneurs”

PUBLISHING DATE
July 30, 2024

In this exclusive interview Edouard Gning, journalist at Brut Afrique, shares his observations on the unique traits of the new generation of business leaders on the continent. Highlighting their digital savvy and commitment to social impact, he discusses their strategies for globalising local products and the influence of Afropolitanism in the agri-food sector

Mr Gning, you have closely observed the emergence of this new generation of entrepreneurs in Africa. What do you think are the distinctive features that set them apart from previous generations?
Through Brut Afrique, I’ve had the opportunity to closely observe the development of certain entrepreneurs in Africa, and sometimes to go and meet them. I can say that this new generation is distinguished by several striking features. Unlike previous generations, these young entrepreneurs are often more connected to the digital world. They are innovative, flexible and actively seek to integrate new technologies into their businesses. The age of networks facilitates this openness to the world. What’s more, they show a strong commitment to sustainable development and social impact, often integrating business models that aim to solve local problems while remaining competitive on the international market. This is vitally important now, in 2024, in order to be and remain competitive, or simply to stand out from the old model of entrepreneurship.

How do these young entrepreneurs manage to internationalise their businesses while promoting local products? What challenges do they face in the process?
By finding ingenious ways to add value to local products while targeting international markets. What we learn from these young African entrepreneurs is that they manage to internationalise their businesses by combining digital marketing and storytelling techniques, highlighting the authenticity and cultural richness of their products. And storytelling is of paramount importance today when it comes to adding value to your business. It gives greater visibility and makes it easier to approach the media by offering them something to talk about in addition to the ‘simple’ entrepreneurial project. A major challenge remains access to funding and global distribution networks, but many entrepreneurs are overcoming these obstacles by creating strategic partnerships and using online commerce platforms to reach a global audience.

The concept of ‘Afropolitanism’ is often mentioned when talking about this generation. Can you explain what this means in concrete terms for the agri-food sectors in Africa?
I didn’t want to speak on their behalf (the warehousemen) but, as I mentioned earlier, globalisation and social networks have now made it possible to see what’s being done on the other side of the Mediterranean and vice versa without having to leave your kitchen in Dakar or your farm in Antanandrano in Madagascar.
Afropolitanism represents a contemporary African identity that embraces global influences while remaining rooted in local cultures. And female entrepreneurship plays a key role in this agri-food environment. Women have been able to bring a highly refined touch of elegance to modern African cuisine.
In the agri-food sector, this translates into a fusion of traditional flavours and techniques with modern culinary concepts. For a long time, African cuisine was considered not refined enough, perhaps because of its culture of generosity. But this cliché has now been erased by the new generation, who are coming up with some wonderful new ideas. This is raising the profile of local products, creating new and innovative recipes and introducing Africa’s culinary wealth to the international stage. For example, the use of local ingredients such as fonio, ginger, moringa or baobab in modern preparations is a reflection of this trend.

In terms of solidarity and social responsibility, how are these new entrepreneurs redefining commercial practices in the food sector? Can you give us some concrete examples?
Based on the experiences and explanations of the entrepreneurs I’ve had the chance to meet, I’ve noticed that they often focus on a fair supply chain system. This means supporting small local producers and promoting sustainable farming practices. Some entrepreneurs are now working directly with farmers to guarantee a fair price and invest in the development of local communities, while offering consumers high-quality products.

What do you think will be the main trends and innovations in food in the future, driven by this generation of entrepreneurs?
I’ll leave that question to the qualified guest speakers at SIAL Paris. I’ll just share one feeling, one conviction, which is that tomorrow’s food will be, if it isn’t already, strongly influenced by this new generation of African entrepreneurs.

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