Imagine a magnificent bridge, a lifeline connecting Quebec’s bustling markets with French-speaking Africa’s rich potential. Armand Ngaketcha stands at the helm, charting the course across this economic expanse with a clear and inspiring vision. As president of the Quebec-Africa Chamber of Commerce (CHAQUA), he leads a diverse council—a microcosm of the bridge itself. His goal, he notes, is “To make the Quebec Africa Chamber of Commerce the hallmark of business networks between Quebec and French-speaking African entrepreneurs.”
When asked what inspired him to take on a leadership role in promoting economic ties between Quebec and Africa through the Chamber of Commerce, Armand highlights two fundamental similarities between Quebec and French-speaking Africa: the French language and SMEs. French-speaking Africa comprises 26 of the 54 countries on the continent, with a population of 442 million that is expected to double by 2050. Armand believes that Canada can enhance its economic diplomacy towards Africa through Quebec. The latter’s economy is primarily driven by SMEs, with food processing products being its main exports.
In 2022, the highest economic growth in sub-Saharan Africa was recorded in its French-speaking regions for the ninth consecutive year, largely due to the agricultural and agri-food sectors. By closely monitoring global geopolitics, Armand has noticed that French-speaking African countries are increasingly open to other economic powers, moving away from their historical ties. He sees an urgent need to use various strategies and believes that fostering a shared interest in strengthening international trade between Africa and Canada is best achieved through the dynamic efforts of the Quebec Africa Chamber of Commerce.
Armand’s insights are nothing short of revelatory. His prowess in locating and tapping hidden potential in unexplored markets offers a valuable perspective for aspiring entrepreneurs worldwide. This interview is a must-read for those seeking their own ‘Eureka moment’ – a transformative fruition fanning their entrepreneurial passion.
Role as President of the Quebec-Africa Chamber of Commerce
Armand is not only a leader within the Quebec-Africa Chamber of Commerce but also one of “The 10 Most Influential Black Corporate Leaders to Watch out in 2024.” As President of CHAQUA, he leads a board of directors composed of 11 members from diverse origins, including Quebec, Beninese, Cameroonian, Ivorian, Rwandan, Chadian, Guinean, Comorian, and Malagasy. He mentions that the organization has a platform of more than 500 members who operate in Quebec and/or French-speaking Africa as entrepreneurs and share the French-speaking world. He explains that his role involves promoting a collective vision that strongly impacts business communities across Quebec and French-speaking Africa. Armand adds that his responsibilities are divided between providing strategic support to the Executive Management, who is responsible for carrying out the Chamber’s missions and ensuring the qualitative and quantitative development of the Chamber. He aims to fuel the engine of economic exchange by creating a booming business ecosystem that thrives across continents.
Quebec-Africa Chamber of Commerce in Nutshell
Armand emphasizes that the Quebec-Africa Chamber of Commerce is a champion of economic mobility and entrepreneurship initiatives, particularly within Quebec’s African diaspora. The Chamber fulfills this objective through CHAQUA Missions, a networking tool that facilitates economic plans directed towards Quebec and various French-speaking African countries where the Chamber has a presence. Additionally, they support specific partner missions or business meetings undertaken by organizations like Lojiq, the CPQ, Québec International, Printemps Numérique, the DGQD, and certain African ministerial institutions.
The Quebec-Africa Chamber of Commerce recognizes the need for ongoing education for entrepreneurs who may not have extensive backgrounds in entrepreneurship, management, commerce, finance, or marketing. To address this, they offer custom-tailored continuing education programs delivered in collaboration with various partners, including HEC Montréal, Ulaval, Collège Boréal, and Collège Avalon. This active support system empowers entrepreneurs and fosters a sense of motivation and determination.
Fostering Business Connections: The Chamber’s 2nd Edition of CHAQUA Missions
The Chamber organized a significant initiative to foster business connections between Quebec and French-speaking African countries. The 2nd edition of CHAQUA Missions, held from June 17 to 19, 2024, at the historic Château Frontenac, brought together over 100 entrepreneurs from nine African nations (Benin, Burkina Faso, Cameroon, Ivory Coast, Guinea, Niger, Democratic Republic of the Congo, Rwanda, and Togo) with Quebec entrepreneurs and organizations offering solutions. This event aimed to strengthen business ties and generate new opportunities within the Chamber’s business environment.
Armand notes: “We estimate more than 500 exchanges across the three days devoted to B2B networking, company visits, and information sessions on subjects such as investment, import/export, and takeover.”
Strategies to Tap the French-Speaking African Market
As a leader fostering connection between Quebec and French-speaking Africa, Armand faces challenges building the largest business community across these regions. One key hurdle is the cultural divide, which is piquing the interest of Quebec entrepreneurs in the vast French-speaking African market.
But Armand isn’t deterred. Here’s how he’s tackling this issue:
“I am multiplying strategies through CHAQUA,” he shares, “to draw attention to the gigantic French-speaking African market, which is definitively structured via legal-commercial integration instruments such as the ZLECAF.”
One such strategy is organizing information sessions (webinars) that bridge the cultural gap between the two regions.
Greatest Achievement as President of the Quebec-Africa Chamber of Commerce
Armand’s greatest achievement as President of the Quebec-Africa Chamber of Commerce is setting up a platform that brought together over 500 entrepreneurial members from 15 French-speaking African countries and Quebec within three months of his election. He also rapidly developed strategic partnerships with prominent African umbrella organizations, such as the Permanent Conference of African and Francophone Consular Chambers, the Ivorian Federation of SMEs, APME, the Ministry of SMEs of Cameroon, and the Union of Chambers of Commerce Comoros. Additionally, Armand established alliances with employers and business organizations across the 15 African countries where they have Country Delegates.
In Quebec, he has secured collaboration agreements with several organizations, including CTEQ, Québec International, TFO Canada, Printemps Numérique, DigiHub, Lojiq, Collège Avalon, Collège Boréal, and HEC Montréal. These developments have significantly contributed to CHAQUA’s visibility and credibility among various stakeholders in both the Quebec and French-speaking African business communities, aligning with Armand’s vision for the organization’s growth and influence.
Beyond the Hustle: Armand’s Mantra for Balancing Work and Passion
Have you ever felt the pull of a great idea so strong it consumed you? That’s the spirit Armand champions! He offers a compelling vision for entrepreneurship built on two key pillars: ubiquity and altruism.
Forget spreading yourself thin. Ubiquity, as Armand defines it, means creating a product or service that fills a 360-degree need. Think of a solution that resonates with everyone, addressing a fundamental problem from all angles. That’s the kind of impact a true entrepreneur strives for.
Entrepreneurship isn’t just a solo act of chasing personal gain. Armand emphasizes altruistic entrepreneurship. When one lifts fellow entrepreneurs, they create a rising tide that lifts all boats, including their own. By fostering a community of support and collaboration, everyone benefits and flourishes.
“You have to be one with your professional commitments,” the veteran says. This quote captures the essence of both ubiquitous and altruism. True entrepreneurship demands a deep dedication to one’s vision and a commitment to the greater good of the ecosystem they build.
So, how does Armand himself navigate this balance? By creating a business with a broad impact (ubiquity) and fostering a supportive network (altruistic entrepreneurship), he is building a system where success for his venture goes hand-in-hand with the well-being of the entrepreneurial community. In this way, dedication to his professional goals could naturally intertwine with a sense of purpose that extends beyond the bottom line.
The Power of Philosophy in Entrepreneurship
Looking back over his career, Armand identifies an unexpected source of preparation for his current role as an entrepreneur: his university education in philosophy.
He explains that the connection between philosophy and entrepreneurship lies in the core principle of constantly seeking truth and never accepting things at face value. This relentless pursuit of knowledge mirrors the entrepreneurial journey, where success hinges on moving from project to project and never resting on past accomplishments, no matter how impressive.
For Armand, each business they create is a response to a challenge, and these challenges are directly linked to society’s needs. Through this lens, entrepreneurship becomes a form of problem-solving driven by a philosophical commitment to uncovering the truth and positively impacting the world.
A Missed Opportunity Leads to an Unexpected Connection
Recalling a notable moment or achievement in his professional journey that has significantly influenced his approach to leadership today, Armand shares a story that began with a setback. In 2017, he applied for the first edition of the Young Leaders of the French Africa Foundation in France, but unfortunately, he wasn’t selected.
However, a few months later, an unexpected opportunity arose. A Belgian friend emailed him an interesting proposition: to host a seminar in France on leadership in the era of convergent technologies. To Armand’s surprise, he learned that the group he was going to form was none other than the first wave of Young Leaders of the French Africa Foundation, a prestigious program established by the President of the French Republic.
Promising Investment Opportunities in French-Speaking Africa’s Agri-Food Sector
This farsighted professional has observed that economic forecasting points to the agri-food sector in French-speaking Africa as the most dynamic, driven by population growth. This translates to a massive market potential: with over 400 million consumers already, the figure is set to explode to 1.3 billion by 2030 with the full establishment of the ZLECAF (African Continental Free Trade Area).
In contrast, Quebec’s current economic trend revolves around business takeovers. As Armand highlights, this presents a unique opportunity for French-speaking African investors. Takeovers, essentially acquiring an existing business or franchise, offer an entrepreneurial approach. Quebec boasts a stable economy and actively welcomes immigrants looking to establish or take over businesses. There were approximately 34,000 businesses available for takeover in Quebec in 2020, and that number has only grown since.
However, it’s crucial to consider the potential impact on entrepreneurship in the investor’s home country. While investing in Quebec through takeovers can be attractive, a well-designed business strategy is necessary to ensure such investments don’t inadvertently hinder entrepreneurial growth back in Africa.
A Sustainable Future: How An Agri-food Background Shapes the Chamber
Armand’s agri-food and economic development background has shaped his perspective on promoting sustainable business practices within the Chamber of Commerce. His experience has led him to focus on creating networks between producers based in French-speaking Africa and distributors in the Quebec market. This focus on connecting these two groups is likely driven by a belief that sustainable business practices can be fostered through collaboration and the sharing of knowledge and resources. He notes: “Through the “white label,” we promote connections between suppliers of raw materials entering the agri-food industry and Quebec entrepreneurs in food processing.”
Vision for the Future: Armand’s Plan
Armand’s vision for the Quebec-Africa Chamber of Commerce, as communicated through the E-CHAQUA digital application, focuses on building the largest French-speaking business community connecting Quebec and Africa. This closed social network would exclusively serve members by facilitating networking and business alliance opportunities. Additionally, they aim to establish an incubator dedicated to Quebec-French-speaking African business ventures, potentially leveraging government subsidies for support.
Armand outlines a concrete plan in response to the question about the Chamber’s contribution to the economic environment of Quebec and Africa in the coming years, along with the thoughtful initiatives he plans to implement. He underlines CHAQUA’s current role in strengthening economic ties between Quebec and French-speaking Africa. Their future goals include attracting French-speaking African entrepreneurs to Quebec to establish or acquire businesses while also promoting Quebec entrepreneurship in French-speaking Africa. Economic missions are designed to support this objective, which will be facilitated through their internal business alliance system via the E-CHAQUA application.
