By Boris Esono Nwenfor
DOUALA, PAV – The Africa Trade Accelerator (ATA) Export Readiness Program officially got underway on Thursday, May 28, at the Cococtier Hotel in Douala with discussions centred on international trade and export opportunities.
The two-day strategic training program brings together producers, agribusiness operators, entrepreneurs, potential exporters and business leaders seeking to expand their products and services to international markets, particularly the United States.
Organised by the American Liaison in Africa (ALA) under the patronage of Cameroon’s Prime Minister, with sponsorship from the Ministry of Trade and the Embassy of the United States, the initiative aims to strengthen the export capacities of African companies by equipping them with the knowledge, tools and strategies required to access global markets competitively.
The program, which runs from May 28 to May 29, focuses on preparing businesses to meet international standards and understand the complex requirements associated with exporting products to the U.S. market. Participants are benefiting from practical sessions on export procedures, compliance regulations, market access, digital integration, branding and business networking opportunities.
Need for Export Preparedness
Speaking at the opening of the program, Emilie Siewe, CEO of American Liaison in Africa (ALA), described the Africa Trade Accelerator as a strategic initiative designed to support export-oriented African businesses.
“We are here to help the exporters, so that they’re ready to be able to directly trade with buyers. The platform itself offers many options to help them get up to speed on readiness and all the required compliance. They have their own personal website and everything they need to be attractive to American buyers. And they will have direct access and exchange with the Americans,” she said.
The initiative seeks to bridge the gap between African producers and international buyers by providing companies with structured guidance on how to successfully position their products abroad.
The Africa Trade Accelerator operates as a commercial acceleration platform that combines training, compliance support, market access and digital integration to help African businesses become globally competitive. The initiative comes at a time when many African economies are increasingly seeking to diversify exports, strengthen local industries and reduce dependence on raw material exports by promoting value-added products.
The representative of the Government of Cameroon applauded ALA for the initiative, describing it as a timely opportunity to strengthen Cameroonian businesses’ capacity to access international markets, particularly in the United States.
He emphasised the need to mobilise key economic actors, including SMEs, cooperatives and enterprises operating across the agricultural, industrial and service sectors. “We have to ensure that they comply with the norms and standards governing the American market so that they can fully meet all the required provisions.”
He noted that the training marks the beginning of a broader capacity-building process aimed at equipping Cameroonian entrepreneurs with the tools necessary to compete internationally. “Today is the start of a series of trainings, and I would like to express our appreciation for this initiative,” he added. “As a government, we define public policies, but we also need to work closely with civil society actors and entrepreneurs.”
“That is why we are working hand in hand with the promoter of this initiative to ensure that these provisions are widely disseminated and that market access opportunities for Cameroonian SMEs are broadened,” the representative said.
ATA Initiative Promotes Economic Transformation
One of the greatest challenges faced by African producers remains the difficulty of meeting international export standards and identifying reliable foreign markets. Experts facilitating the sessions provided insights into U.S. import regulations, business compliance requirements, export financing opportunities and effective strategies for entering competitive international markets.
By organising initiatives such as the Africa Trade Accelerator, ALA hopes to empower African enterprises and help position them more effectively within the global economy. Cameroon, like many African countries, possesses vast agricultural potential with products such as cocoa, coffee, cassava, plantains, fruits, spices and processed food products that could gain stronger access to foreign markets if producers receive adequate support and training.
The Africa Trade Accelerator Export Readiness Program is being viewed as a gateway to new markets, increased business growth and greater participation of African products in international trade.
About American Liaison in Africa
American Liaison in Africa (ALA) is an international strategic consulting and business development firm based in the United States and Cameroon. The organisation bridges continents by empowering businesses, brands, and organisations to thrive in global and local markets through trade missions, B2B connections, and sector research.
The mission of ALA is to offer comprehensive consultancy services tailored to specific needs, resulting in tangible outcomes and sustainable success. With expertise in international business development, public affairs, international trade, event planning, communications, and negotiation, ALA delivers personalised programs designed to drive impactful actions and achieve measurable results.
