Ambassador Jens-Petter Kjemprud

“You are what you do, not what you say you’ll do” – this quote by C.G. Jung, often exemplify those people in service, like Ambassador Kjemprud, who are worthy of admiration.

Ambassador Kjemprud has served in various capacities and done an exceptional job in flying the Norwegian flag abroad. He has previously been Norway’s Ambassador to Iran, Ethiopia, the Sudan, and currently Nigeria. A recipient of the NHO Ambassador prize (2017), since he began his service in Nigeria, Ambassador Kjemprud has shown an unwavering commitment to fostering a stronger relationship between Norway and Nigeria.

Ambassador Kjemprud was in attendance at the “Nigeria in Focus” Roadshow that sought to bridge the business, trade, investment and perceptional gap between Nigeria and Norway. He is also steadfast in encouraging the need for more Norwegian businesses in Nigeria, as well as bilateral trade, with a growing net export from Nigeria to Norway.

Given his experience and commitment to promoting cooperation between Norway and Nigeria, I asked for an opportunity to speak with him to learn more about his vision for both countries, which he graciously obliged.

Read our conversation below.

Chisom: What is your opinion of the business readiness and environment in Nigeria?

Ambassador Kjemprud: I believe that a lot of good work is being done and this needs to continue to mitigate corruption in Nigeria. The current Nigerian administration has made very ambitious plans to facilitate the ease of doing business. Processes have been put in place to clarify relevant procedures and encourage foreign trade and investment. In my view, the right policies and incentives have been set in motion. What is needed now, to positively move things along for the benefit of Nigeria is effective and accountable implementation.

Chisom: There are many economic sectors in Nigeria that needs improvement. In which areas or sectors does Nigeria need to focus on to facilitate more trade and investment with Norway?

Ambassador Kjemprud: I believe that there is a need to focus on building infrastructure. There is also a need to ensure safe delivery of electricity. For instance, it is not possible to successfully integrate a manufacturing sector without a reliable power supply. There is a need to limit the dependence on diesel for manufacturing, as it is not sustainable.

Chisom: What would you like to achieve and/or see happen during your time in Nigeria?

Ambassador Kjemprud: I would like to see Statoil have a significant footing in Nigeria. It would be great for Statoil to continue to win and participate in multi-billion dollar investments, which will hopefully create jobs and opportunities both for Nigerians and Norwegians.

I believe that Norwegian companies can and will thrive in Nigeria and I would like to see a constant growth of Norwegian businesses in Nigeria. There are vast gaps that Norwegian companies in the energy, agriculture, aquaculture, and oil engineering sectors (among others) can fill in Nigeria.

I would like to see the growth of Norwegian businesses and investments in Nigeria and an influx of Norwegian small and medium sized businesses in Nigeria as well.  There is a need for Norwegian startups to explore the Nigerian space, find local partners, and grow. The opportunities in Nigeria are not limited to only large Norwegian companies.

In Nigeria, I would like to see and participate in humanitarian endeavors. It is Norway’s wish to see the end of the enduring conflict in the North. We would also like to see a significant improvement in the educational sector, not only in traditional academic education but also in vocational training.

The Nigerian oil and gas sector also needs to continue to evolve and grow. There is a need for Nigeria to efficiently produce its own oil. In my view, there are boundless opportunities for Norway and Nigeria to cooperate. The only thing that prevents cooperation is imagination and the 24-hour limit in each day.

Chisom: What is the current level of trade between Nigeria and Norway?

Where trade with Nigeria is concerned, there is a need to reduce the unfair trade balance between Nigeria and Norway, as most of the trade is one directional and in favor of Norway. Resultantly, there is a need to promote bi-lateral trade, with more net exports from Nigeria to Norway.

Chisom: How do you think that the bilateral trade between Nigeria and Norway can improve – what needs to be done to promote Nigerian exports to Norwegian markets?

Ambassador Kjemprud: Well, there are areas such as in agricultural produce (i.e Mango), where Nigeria can serve as a net exporter Norway. To develop this segment, there is a need to strategically and cohesively position the value chain. The process and life cycle of exporting goods to Norway needs to be meticulously planned and there is a need to ensure a steady local supply chain. This will ensure success in exporting to Norway. The beauty in this is that successfully entering the Norwegian market also creates access to other Nordic countries. The sky is basically the limit.

Chisom: Do you think the Norwegian market is ready for Nigerian products?

Ambassador Kjemprud: Of course! It comes down to branding. It is important to note that there is a need to brand products as “made in Nigeria,” and the Norwegian embassy in Nigeria is always willing to help.

Ambassador Jens-Petter Kjemprud was interviewed by Chisom Udeze, CEO of Mettle Consult.

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The Roadshow – A Summary

On October 25, 2017, The Nigerian Norwegian Chamber of Commerce in collaboration with Mettle Consult hosted the first ever seminar that focused on strengthening the trade and investment ties between Nigeria and Norway. Termed the “Nigeria in Focus” Roadshow, it was an all day event, separated into two focus sessions. The first session focused on Trade and Investments and the Second session focused on Oil and Gas.

Trade and Investment Forum

The Trade and Investments forum explored possibilities between Nigeria and Norway and the fiscal, sectoral and legal frameworks. Speakers included the Norwegian Secretary of State, Ms. Tone Skogen, the Norwegian Ambassador to Nigeria (Retired) Rolf Ree, Director of States Coordination, Nigerian Investment Promotion Commission (NIPC) Hajiya Ladi Katagum, Gbenga Biobaku, Managing Partner, Gbenga Biobaku and Co.; Managing Director, Statoil Nigeria Ltd’s Heine Melkevik, and others.

How can Norway participate?

“Norway has a highly industrial sector, and in order to continue to attract international business relationships, we (Norway) must strive to improve government cooperation. Norway has many leading companies in the field of renewable energy, and is at the forefront in the Blue Economy and aims to continue to lead in ocean technology. Nigeria is a coastal region like Norway and the ocean has to be used and managed in a sustainable way to preserve food production. There are many similarities between the economies of Nigeria and Norway and we need to work together to create a vibrant environment for successful job creation and sustainable economy” – State Secretary Ms. Tone Skogen.

Is the environment in Nigeria enabling?

The predominant theme revolved around how Nigeria and Norway could further engage in business partnership and the opportunities across sectoral synergies between the two countries. Hajiya Katagum provided detailed and extensive information on how the current Nigerian government is working hard to attract and promote investments, “Nigeria is ready for business and my organization (NIPC) works to create an enabling environment to encourage and facilitate further cooperation. Nigeria is not the easiest place to do business, historically, but the government is working hard to enable the ease of doing business. One example is the Presidential Enabling Business Environment Council (PEBEC) that was established in July 2016 to remove bureaucratic constraints to doing business in Nigeria” – Hajiya Katagum.

The Nordic countries can further develop their business partnerships on the African continent because “Africa is a continent of opportunity, and Nigeria in particular. Over time, Nigeria has suffered a loss of investment and experienced some challenges such as corruption, but there are recent processes put in place to curtail corruption and make the country a progressively easier place to start and grow your business” – Gbenga Biobaku.

Understanding the local content is important for success

As with all countries in the world, when looking to do business, there is a need to understand the local context and have reliable partners with whom you work with. Mettle Consult works with companies to facilitate business and investments in West Africa, with Nigeria as a primary country of interest. An organization like the Nigerian Norwegian Chamber of Commerce (NNCC)—which is the first of its kind as a bilateral Nigerian-Norwegian Chamber of commerce—assists companies in navigating and ‘clarifying the noise ‘ in the Nigerian market. Through the reliable channels they provide, Norwegian businesses have found their way to getting information and valuable local market knowledge. “Norwegian companies need a guide to find its way around investment in Nigeria” – Ambassador Rolf Ree (Rtd). In talking about his success in Nigeria, Endre Opdal of HotelOnline credited the NNCC and stated that the “NNCC was instrumental in connecting him with local advisers and the local market.”

Looking ahead

It is important to note that Nigeria and Norway have engaged in trade since the late 1800s, a trade that endures to this day, as Nigeria is Norway’s biggest trading partner on the African continent. However, “the trade relationship between Nigeria and Norway is largely one-sided in favor of Norway.” One of the core aims of the Roadshow and Trade and Investment segment is to further promote bi-lateral trade and investment relationship between Nigeria and Norway.

On advising on how to be successful in Nigeria, Heine Melkevik of Statoil stated “come into Nigeria early and start early. There is a significant potential for energy growth and there are interesting potentials in offshore gas. Nigeria is a country that is too big to ignore and there is evidence and commitment on the government side to support the ease of doing business.”

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Unaccountable Aid is Dead Aid.

For far too long, African countries have primarily been extractive economies. In addition to being a seemingly helpless continent in constant need of “saving”, help often times comes via aid from intergovernmental and non-governmental organizations. The shift from aid came as many countries realized that aid has arguably hardly ever benefitted or help create value in Africa. Unless there is an earthquake, Tsunami or other natural disaster, there is absolutely no need for it. Aid stifles transferable skills, creativity, hard work, and responsibility. And in many cases, it encourages corruption, greed, and the fattening of politicians foreign bank accounts. Basically, unaccountable aid rarely ever create value or reach the people who need it the most.

Investments as an alternative to Aid.

In recent years, there has been a shift from aid to investments. While this is a welcomed improvement in the “how to take Africa seriously” book, as always, we must continue to push for progress. Investments often lead to development of much-needed infrastructure and job creation. As you may know, Africa is the youngest continent in the world in terms of its population age. Consequently, the unemployment rate is also high and rising. Thus the question of how to create value in Africa arises. Investments can play a significant role in creating value in the African continent. But not of the type of investment that comes with “conditionalities” that extract the wealth right out of the continent.

The type of value Africa needs is that which creates jobs in Africa for Africans, and keeps a sizeable part of the wealth in the continent.

The types of investments needed are those that lead to employment traineeship and skills acquisition—skills that can transfer from one workplace to the other. For companies and investors with interest in creating value and impact on the African continent and especially for the young, the solution is simple. Create employment opportunities in the local market and ensure that at least 50% of your employees are Africans. If you really want to help Africa, then create incentives for growth through employment and provide clear job progression. Challenge the status quo and treat workers fairly. As you would in a country like Norway, that takes workers rights seriously, do not over work your employees or underpay them. Pay a salary that is competitive in the local market and commensurate with the type of work they do. Create a company culture that invests in and rewards continuous learning and professional growth. And if you are feeling particularly ambitious, then offer your African employees health insurance! Toss in a few perks for their families too!

Invest in the young.

The young people in Africa are some of the most creative and innovative people you will ever meet. Why, you may ask? Because the luxuries and access to life (i.e. healthcare, study loans, social security, electricity) that we might take for granted in the West, are not readily available in Africa. And as such, many Africans have to come up with inventive ways to get by. The African environment often necessitates resourcefulness. And this type of originality is the norm, not the exception. Most Africans think on their feet—it is a survival mechanism, to find practical solutions to problems—a skill so innate, that their cups are literally always half full. Many Africans are pretty much poster children for “how to look on the bright side of life” or “how to find a silver lining in every dark cloud”. Coincidentally, this persevering positive outlook and natural problem solving skill happens to be an excellent business skill.

So, do you want an employee with strong problem solving skills? Hire an African. You want a manager who works hard? Hire an African. You want loyal workers? Provide an African with an opportunity to provide her family with the basic necessities, and she will not only be loyal, she will pray for you every day of the week, and at church every Sunday. She might even give the occasional testimony thanking God, for using you to bless her. You really do not have to be religious to get this point.

Other ways to create value includes engaging in projects that educate, inspires, and empowers people.

Do not solve an African problem, without inputs from and active participation by Africans.

Africans who are in direct contact with their economies have a better understanding of the problems they face. Never assume that because your solution worked in South Africa, that it will work in Zimbabwe or Ghana. These types of uninformed assumptions often lead to rude awakenings and business failure. Understand the local context and adapt your methods to solve the local problem.

Never give handouts unless entirely necessary. And its only necessary in dire cases like famine or a devastating flood. If you can teach a trade, better farming techniques, or build adequate drainage systems, do so, instead of handing out free cash.

“Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime.” – Maimonides

I believe that most people only truly value rewards, which they have worked hard for. Take me for example, when I was at university, and my mom funded my livelihood, I did not care for how much I spent on an overpriced dress or vacation. When I started my first job however, I became more mindful of how I spent my money. One hundred dollars was no longer “just” $100, but 5 hours of my life spent trying to solve a Regression Analysis on STATA. Anyway, I digress.

If you have the power to prevent poverty, do so, but never encourage it by giving unwarranted aid. If you want to create value in Africa, encourage and reward hard work. You may wonder, where do I begin? There are so many Africans who need an opportunity. To which I respond, start with one person. Employ an African. That’s all you ever have to do. Because when you uplift one person, you uplift a generation.

Be wise.

It goes without saying that you will create value in Africa by making smart investment decisions. This includes the people you recruit, the market you enter, and your execution. As an investor, when investing in Africa, you can match your altruistic inclinations to your return on investment. Both are not mutually exclusive. Make astute decision, be circumspect, patient, endeavor to leave value in the country you operate in, and Africa will reward you. Not only with the amazing feeling of making a positive impact on the lives of many, but also with higher financial returns than you can possibly imagine. Just remember to reinvest a good amount of the wealth in the continent!

Written By Chisom Udeze

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Trade Relationship: Nigeria and Norway

It is a known fact that trade is a principal driver for economic growth. Thus, the potential gains from international trade for a sub-sharan African emerging market country like Nigeria is (positively) significant. This piece examines trade between Norway and Nigeria as, though arguably widely unknown, both countries have been engaging in trade since the 1890s. While trade has primarily been in stockfish, the extent to which this trade impacted on the economy and livelihoods of people in both countries was not evident until 2015. In 2015, Nigeria suffered a severe currency crises (among other avoidable economic drawbacks) that led the economy into a recession — a recession that lasted until recently in 2017.

The economic situation in Nigeria and ensuing recession affected Norway because Norwegian fish exporters saw a fall in their exports due to decreasing requests from Nigerian importers who were either unable to buy dollars (per the Nigerian Central Bank’s restriction) or thereafter, waiting for the volatile rates to somewhat stabilize. This left Norwegian exporters scrambling for a solution, and some of them were forced to layoff employees to cut costs. Consequently, the Norwegian government had to intervene to find a solution for exporters. And they have, to some degree, been successful given the stabilizing and increasing demand for Norwegian fish products by Nigerian importers as of 2017.

Trade Flow: Nigeria and Norway

The recession mirrored the trade dependence Norway has on Nigeria, and vice versa, for their sustenance and livelihoods. Trade analysis between Nigeria and Norway also showed that Nigeria is Norway’s biggest trading partner on the African continent, and many Nigerians depend on Norway for stockfish, otherwise known as Okporoko. Analysis however showed that this trade is largely one-sided. In other words, the flow of trade was primarily from Norway to Nigeria and barely any trade from Nigeria to Norway. This unfavorable trade balance or gap needs to be remedied and beyond seafood, there are also opportunities in other segments such as agribusiness and energy. As Norway has a well developed fishery and aquaculture sector, it can positively influence the Nigerian economy via investment and knowledge transfer.

The push back against investing in Nigeria in any capacity (i.e. manufacturing, packaging and bulk storage of stockfish can potentially lead to job creation) has been based on the perception that Nigeria is too risky. While partly true, this is only one side of the story–because there are many individuals and importers who are business ready, reliable and hardworking. Moreover, there should be an incentive to further strengthen the trade relationships between both countries. The reality is that if Nigeria suddenly decides to cease buying fish from Norway, many Norwegian businesses will suffer and lives will be affected. Likewise, many Nigerian families may lose access to a delicacy that provides some essential nutrients and importers might lose access to their living wage.

So, the questions remain: what should be done to make the trade between Norway and Nigeria mutually beneficial? And how can we ensure that Norway does not lose its market share in Nigeria to other “new” entrants  who are potentially capitalizing on the positive work that the Norwegian Seafood Council is doing in the country?

On one hand, the economic and trading climate in Nigeria needs to be overhauled, processes need to be transparent and attractive for investment both by Norwegian government and exporters. The Nigerian government must establish and enforce procedures that create clarity instead of frustration – and thus tackle corruption in this segment head-on. Economic, fiscal, and currency stability, along with an accountable rule of law will also go a long way in evolving the negative perceptions of the country, which will lead to more value creating investments (by citizens and foreigners alike), not only in the seafood sector but  across all industry sectors in Nigeria.

On the other hand, relevant Norwegian stakeholders need not wait for the path to be fully laid before they “come in.” In essence, they need to be a part of the process and must endeavor to create some degree of local value in the long run – calling out flaws where they see them, and participating in finding solutions. When entering into any African country, Nigeria included, there needs to be a long term view, as opposed to the customary short term view. There is a need for both the Norwegian government and exporters who have benefitted from doing business in Nigeria over the years, to consider options to transfer or create value to and for the country. It is also advisable that Norwegian exporters visit Nigeria frequently, to further strengthen trade relationships and deepen loyalty with the local importers.

To further explore the possibility of trade between both countries as a catalyst for economic growth and development, we spoke with Trond Kostveit, Director for Central and Western African Region, at the Norwegian Seafood Council.

Read our interview below.

1. Can you tell me a little bit about the Norwegian Seafood Council and what they do?

The Norwegian Seafood Council is an organization within the Norwegian Ministry of Trade and Fisheries. Norwegian exporters fund the Norwegian Seafood Council, and there are about 450 exporters, who pay a small percentage of their exports to us. In essence, we represent the exporters and promote Norwegian seafood. The Norwegian Seafood Council places a representative in markets with the highest potential. At present, there are 15 representatives around the world. Central and West Africa, are new regions that the Norwegian Seafood Council wants to explore, in addition to India. So I am responsible for the Central and West African region.

2. What percentage of Norwegian seafood is sold in Africa?

It varies and we have seen a decline from 2014 (which was a very good year) to 2015. A lot of the import is related to the oil price, for the main trade partners (Nigeria and Angola). So in 2015, the export volume was about 75% that of 2014, and likewise, in 2016 export volume from Norway was about 75% of what was imported in 2015. However, in 2017 we are seeing an increase, especially for stockfish to in Nigeria. As of now, we see a volume that is twice the size of what it was in the same period last year. In terms of Africa, we estimate a sale of about 2billion NOK ($250,000,000.00). Which is approximately about 2% of total Norwegian seafood sales.

3. You are the director of West and Central Africa, how do you manage such a large region?

The way we work depends on the markets. If there is no previous trade with Norway, we consider it a new market. So we begin by learning more about the market. We analyze the country, the population size, barriers, quotas, and competitors – basically all relevant items to evaluate if it’s worth encouraging Norwegian exporters to explore. For markets where we are already established, we look at access and further development. In Nigeria for example, given the recent oil crisis, there has been a difficulty with currency, and that is an issue that we are continually working on. In this case, we work on finding out what is happening so we can inform exporters about what is going on and the possibility of finding a solution for it.

Nigeria is a mature country for trade because Norway has exported stockfish to it since 1890. This means that in Nigeria, we work with concrete problems that we have. With regards to Herring and Mackerel, Nigeria is also a significant market. As Nigeria is a large market for Norway, my work also involves a certain degree of research and information gathering on local opportunities and market potentials, which I share with Norwegian exporters.

I also facilitate communications and partnerships between Nigerian and Norwegian traders and clarify misconceptions. For example, some people believe that the stockfish Nigerians like is of lower quality in comparison to the stockfish imported in Italy. But this is not true as both types of stockfish are produced in exactly the same way with the same raw materials, but in the production process, something happens and some of the fish tastes stronger than others. The stockfish exported to Nigeria has a much stronger and richer taste, as Africans generally like stronger tastes, but this does not make it inferior. That the Nigerian market generally prefers the stockfish with a stronger taste might be indicative of how this delicacy is prepared, as it is used in traditional dishes that typically have strong tastes of various spices.

Exporters also incorrectly assume that there is no market in Nigeria for the type of stockfish that has traditionally been exported to Italy. I work to clarify that this is a wrong impression and the market demand supports this, as we have seen that there is a market for that quality of fish. Those who hail from the Igbo ethnicity in Nigeria especially love the ‘Italian’ grade quality of fish. This ‘Italian’ grade of fish is more expensive, but as you know, there are many wealthy people in Nigeria.

With regard to salmon, particularly fresh salmon, Nigeria is a new market. This means that the market potential is huge, as there are many people in Nigeria who can afford salmon..

4. What is a typical workday for you like?

If I am not travelling, I’m either at the head office in Tromsø, travelling in Norway visiting exporters, preparing presentations, or engaging in a variety of correspondence. As it relates to Nigeria for example, we have made a documentary of Norwegian stockfish in Nigeria, which will soon be shown on national TV. We commissioned a Nigerian journalist who visited Lofoten where we filmed the documentary to explore Norwegian stockfish and the processes involved in making it and the associated nutritional benefits.

5. What challenges do you face in working and pushing Norwegian seafood forward in Africa? And in Nigeria?

Challenges include availability of FOREX, and the high and volatile exchange rate. In the last few years, especially with the oil crises, it has been extremely difficult to be a businessman who engages in international transactions in Nigeria. These days, as a benefit of a more stable (albeit relatively high) rate and lower risks, we are seeing an increase in purchases again.

It is also a problem that many people do not know about Norwegian fish. So, I spend quite a bit of time informing people about Norway and putting people in touch. I have had two large meetings with importers in Nigeria, the first and second meetings with 60 and 70 attendees respectively.

6. Why do you think many Nigerians do not know about Norway in terms of its trade with Nigeria?

I am not particularly sure as some people actually think stockfish comes from Nigeria. But it might have something to do with the fact that many Norwegian exporters do not travel to Nigeria. Norwegians have this unwarranted fear of Nigeria and Africa. Icelandic exporters however do better at travelling to Nigeria. I am currently working on changing this and I have made some progress. A few months ago, I took about 20 Norwegian exporters to Nigeria, and that helped a lot as they saw that it was not that dangerous after all. So after this trip, they dared to travel by themselves.

7. Nigeria is Norway’s largest trading partner on the African continent, so the Norwegian Stock fish market was affected by the 2015 currency crisis in Nigeria. What processes have been put in place to ensure continuity and uninterrupted trade since, and what are the benefits for both Norwegian and Nigerian suppliers?

We have had a couple of stakeholder meetings to inform about Norway that was welcomed with large attendance by Nigerian importers. It has resulted in increased knowledge about Norway and Norwegian fish. Also, for Nigerian importers, I am now able to put them in touch with all the Norwegian exporters. Resultantly, Norwegian exporters have seen an increase in inquiry and sales. More concretely, as I am a diplomat, I work with the Norwegian embassy in Nigeria and that helps in setting up meetings with the Customs and the Nigerian Central Bank, allowing us further opportunities to inform about Norway and the quality of fish. We also work to emphasize the importance of fish for both countries as for many people in Nigeria; fish is an important part of their livelihoods and nutrition (proteins). Which has led the authorities to work towards a more stable currency. We have also advocated for a lower import duty for fish and I have heard orally (although not seen it in writing) that this has been done. Consequently, the duty has been lowered from 20 percent to 10 percent. And this is significant. The Nigerian Customs have also agreed to calculate the real value of goods, which will further lower the import duty, the cost of fish, and the price of the fish when it hits the market.

8. Are Norwegian exporters doing more than just exporting fish to Nigeria?

I don’t think they do more than that but they are now more open to travelling to Nigeria and to create better partnerships with Nigerian importers. Nonetheless, there are opportunities for Norwegian exporters to do more. For example, they can engage in value-added activities in Nigeria. Some of the exporters have begun to sell small packaged fish in Nigeria. This process of packaging can perhaps be done locally in Nigeria. This is something that some people are evaluating now.

There is also an opportunity to streamline the complete lifecycle of purchasing stockfish to save time, where Norwegian exporters can place some of their stocks in Nigeria. Currently, Norwegian companies consider this a huge risk, but if they are able to move past this, their stock will turn around much quicker. This will lead to an increased sale as Nigerians can buy more frequently and in the local currency (Naira).

9. Iceland has positioned itself as a strong competitor for exporting stockfish to Nigeria, and they have been known to be better at establishing a local presence and are more open to adapting to different ways of doing business, as opposed to the Norwegians whom are very set in their own ways. How does Norwegian suppliers try to change or adapt to this?

Norwegian exporters should travel to Nigeria, meet more importers and establish long-term relationships. Icelandic exporters travel to Nigeria often and this helps them a lot as they have been able to create long-term partnerships and loyalty with Nigerian importers.

Icelandic stockfish is also cheaper than Norwegian stockfish when they reach the local markets, and this could be because Icelandic exporters compress their fish heads more than Norwegian exporters. Thereby allowing them the opportunity to transport more. And this reduces the transport cost per head.

Furthermore, in Iceland, the fish heads are cut differently from the Norwegian fish heads. This means that there’s more flesh in the Icelandic fish head, leading to preference by some Nigerians, over the Norwegian fish heads.

Moreover, many exporters in Iceland declare their export as animal feed, thereby leading to lower import duties. But we do not do this because it is illegal in Norway.

10. What opportunities would you say are available in the seafood industry in both countries? Beyond import and export.

In terms of investments, an opportunity would be to store fish stocks locally. This mandates ensuring that the storage room is well suited and controlled for temperature and humidity. And for fish such as mackerel, there is a need for a cold room. There’s also an opportunity for value added contributions in packaging. There are also opportunities for huge investments in aquaculture.

11. While Nigeria and Norway enjoys a good bilateral trade relationship, the trade appears to be one-domensional, as Norway relatively imports little (if any) from Nigeria. As it relates to the seafood industry, how and in which areas can the Norwegian government and seafood industry invest in Nigeria?

There are some thoughts about this but it has not been done on a large scale yet. The embassy has been working on this a bit but more needs to be done because the Nigerian aquaculture sector needs a stronger focus. Knowing that the population of Nigeria is going to increase in the next few years, there’s a need to create more options to feed the populace. And one of the ways to do this is through aquaculture.

The fish feed is also a huge problem and it needs to be done locally. There should be no need to use FOREX to purchase fish feed. As Norway has a lot of knowledge in both aquaculture and animal feed, this is perhaps something we can contribute to Nigeria.

The problem in Norway is that many companies are generally comfortable in their space and aren’t hungry to explore international markets, but it is important to get across to Norway the need and benefits to establish itself as a key player in Nigeria.

12. The Norwegian Deputy Minister of Trade, Industry and Fisheries Mr. Ronny Berg, recently admitted via the Ambassador of Norway to Nigeria, Jens-Peter Kjemprud, that there are a lot opportunities in the seafood sector and specified that Norway is determined to collaborate with Nigeria to explore the sector. What has been done since? Can you comment on the progress on this?

What has happened is that we are continuing to work with the Nigerian customs. The Norwegian customs were also present at the meetings with Nigerian customs and some agreements were made. We agreed in that meeting that Nigerian customs would calculate import duties on the real value of imports (as opposed to the generic value that was previously used). There was also a request from the Nigerian side for frequent updates of Norwegian prices to verify prices reported by the Norwegian exporters and Nigerian importers.hm

13. In your opinion, what can the Nigerian government do to further improve/grow its seafood industry?

The Ministry of Fisheries is helping and is in contact with importers. I know they have some stakeholder meetings. I have also heard that they have lowered the import duties, and this is a tremendous step by the authorities. And I look forward to seeing this officially in writing.

14. How can trade in seafood lead to job creation in Norway and Nigeria?

Naturally, higher imports will lead to more jobs. There are three levels, as you know. The importer, the wholesaler, and the retailer. And quite a lot of people are involved in this both on the production and consumption side.

15. In your position as Director – Central and West Africa at Norwegian Seafood Council, do you work with people in the local market (Africa)?

I work with consultants in Nigeria but no full time employees.

16. What are the different ways that investors can penetrate the seafood market in Nigeria and Norway?

I get this question a lot. You need an import license and with certain fishes, you need a quota. There’s also a need to get in touch with exporters and begin correspondence. Of course, it is important to have the funds and it is even more important to have your papers in order in Nigeria before you can proceed

17. How easy is it to become an exporter of fish in Norway?

It’s relatively easy. You need to register and pay. And thereafter, you can begin exporting.

18. What is the capacity for Norwegian Seafood in Africa?

The capacity is huge. For mackerel, it varies and depends on the quotas in Norway. Exporters often try to sell their fish in the markets where they get the highest price for it. Japan, South Korea and Turkey are strong markets for Norway in this regard. Thereafter, Egypt and other African countries are good candidates. With fish in general, the volume of trade is different year to year, and we expect a significant increase by the end of the year, and years thereafter. Moreover, with fish heads, there is no quota and there is a huge capacity to further increase this.

19. Do you predict increased growth in seafood trade between Nigeria and Norway?

Yes, certainly. Stockfish, pelagic fish (mackerel and herring) and salmon will increase in the coming months and years with increased partnerships between Nigerian importers and Norwegian exporters. We are also exploring the means to promote the sale of Bacalao (salt Cod) in Nigeria.

20. What is your hope for the seafood trade between Nigeria and Norway/Norway and Africa?

My hope is that we significantly increase sale and build stronger relationships between exporters and importers to further promote trade and partnership between our two countries and regions. I know that there is certainly potential for further growth and trade.

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“Ask An African” is a Mettle Consult (Mettle) initiative that seeks to gauge the perceptions of what Africans think about Africa. As a continent, Africa underperforms relative to other regions with regards to economic, social, and political development. At Mettle, one of our endeavors relates to understanding problems facing the African continent and finding solutions to them. In this quest, we realized how important changing the negative perception of Africa is to driving growth in and investments to the continent. Changing these negative perceptions is an uphill climb and will require strategic changes in our mentality as it relates to priority areas that include (but is not limited to) leadership, governance, accountability, security, education and responsible citizenship. As Africans, we need to take active roles in solving our problems. History shows that no one else will and waiting around for “someone” to do it produces zero results.

So in order to further understand the African continent, we sought and continue to seek African voices, as we have to tell our own stories. For far too long, others have told our stories. To this end, we created this segment because we believe it is time we saw and read about Africa, through the eyes and voices of Africans.

Today, we read from Ateh Atabong.

1. Can you tell us a bit about yourself?

My name is Ateh Atabong. I am 41 years old, originally from Cameroon and have been in Norway since April 1999. My language skills includes fluency in English and Norwegian and I have a good, but continuously reducing understanding of French. I hold a degree in Pharmacy from University in Tromsø and am currently studying part-time for my MBA. I have a couple of startups of my own and I am a partner in Africa Connect Norway (ACN), the organization that is contributing to link business interests and investments in African and Scandinavia. On a daily basis, I work at a center at Fornebu where new ideas and startups in the healthcare sector in Norway can be catapulted from start to growth.

2. What is your super power?

I am a multi-skilled and multi-learned individual. Naturally, I have a good ability to bring people together, to see opportunity and to understand and see needs that others have. I love to sit around a table with good food and good wine and with lovely happy people. I like to raise people who thirst for something and to promote faith and love.

3. What is your impression about Africa?

My impression about Africa is the we are at a very important crossroad. The rest of the world that has moved to a certain level of material success and it appears that we – with the pressing opportunities and boundless markets needs – that we have to, and can leap-frog from where we are to where the rest of the world is. Sometimes we forget that this journey is not a material journey, but a mind-set journey.

We stand at a critical crossroad where we have to take responsibility and own our own path, define and start the long and painful road to our own self-defined destiny. I think Africa has now a new opportunity – our natural opportunity – to create a new narrative for ourselves.

4. What do you think Africans think about Africa?

I think Africans see Africa in many different ways. The ones living there who have little opportunity, the ones living there with huge opportunities. The ones who live abroad with their own impressions.

I think Africans acknowledge and respect the opportunity that exists in the continent. However, the degree to which we believe that we as individuals can harness this opportunity differ, we either believe or not believe in Africa.

Also, I have the impression that many Africans believe that the world owes them something and are waiting for the world to pay back.

5. What do you think non-Africans think about Africa?

I think non-Africans see Africa differently depending on who and where they are themselves. Businesses see opportunity, organizations see opportunity and a place to help and complete their missions; many individuals see misery, suffering and refuse to be honest about the reality of Africa.

I think Africans and many non-Africans see the negativity of Africa as the only representation of the continent and refuse to change their view and narratives.

6. What frustrates you about the African continent? And your country?

My deepest frustration is the lack of faith Africans have in themselves. Lack of faith in their own ability, use of resources and believe in each other. The believe that as a continent, we actually have what we need and we are enough is lacking.
The low level of trade between African countries frustrates me. Moreover, the level of ‘small mindedness’ in the continent is not only frustrating but also embarrassing. It is mind-boggling that ‘someone from the outside’ had and have to come and teach self-love and self belief. African leaders are of course, the primary culprits here, because they are not collected and cooperative in seeking or pursuing interests for the continent.

7. What gives you hope about the African continent, and your country?

The increasing number of Africans and non-Africans who are making their way to, and changing things in the continent.
The number of countries and governments where the leaders are prioritizing the interests of the country before their personal interest. I am also hopeful and inspired by the number of people saying enough is enough. Even though we have a long way to go, that there are many – the young and old alike- doing great things or small meaningful things, gives me hope!

8. If you could make a change/difference in your country what would you do?

My biggest contribution to Cameroon and/or Africa will be to help the young people develop a new mind. Help develop a new sense of self. This I will do through education, creating jobs and promoting businesses and entrepreneurship on the continent.

While I doubt that I would like to be in the front of political leadership, I feel that I can make a contribution on a micro basis giving my stronger calling towards teaching and ‘raising’ the individual. For this reason, I work to harness personal strength and reviving self-confidence and dignity of our youth so that they can be of service to their countries.

Interviewed by Chisom Udeze

Are you interested in participating in our Ask an African segment? Please contact us at ask@mettle.no

The post Ask an African with Ateh Atabong appeared first on Mettle Consult.

“Ask An African” is a new Mettle Consult (Mettle) initiative that seeks to gauge the perceptions of what Africans think about Africa. As a continent, Africa underperforms relative to other regions with regards to economic, social, and political development. At Mettle, one of our endeavors relates to understanding problems facing the African continent and finding solutions to them. In this quest, we realized how important changing the negative perception of Africa is to driving growth in and investments to the continent. Changing these negative perceptions is an uphill climb and will require strategic changes in our mentality as it relates to priority areas that include (but is not limited to) leadership, governance, accountability, security, education and responsible citizenship. As Africans, we need to take active roles in solving our problems. History shows that no one else will and waiting around for “someone” to do it produces zero results.

So in order to further understand the African continent, we sought and continue to seek African voices, as we have to tell our own stories. For far too long, others have told our stories. To this end, we created this segment because we belief it is time we saw and read about Africa, through the eyes and voices of Africans.

Today, we read from Joe Aloka K’Odingo.

1. Can you tell us a bit about yourself ?

My name is Joe Aloka K’Odingo. I am 49 years old. I was born in Nairobi, Kenya where I spent most of my childhood and studied until the second year of Business School. I was awarded a scholarship to study in Norway in 1990. During that time, IT was the buzzword. I opted to switch from business to pursue a degree in IT. I have over 20 years of experience in the IT-industry. I currently work as an IT-Project Manager at KPMG, Norway.

2. What is your super power?

I am a good listener.

3. What is your impression about Africa?

It is a continent on the move. It is diverse and has great potential.

4. What do you think Africans think about Africa?

Depends who one asks. Some see the light at the end of the tunnel and to others; it is one full of hopelessness.

5. What do you think non-Africans think about Africa?

Already answered in #4.

6. What frustrates you about the African continent? And your country?

Corruption and impunity. This is the largest plague crippling the continent.

7. What gives you hope about the African continent, and your country?

That there are many in the diaspora who are now returning to the continent to take part in nation building. In Kenya, the democratic process is one to be applauded. It is not perfect, but it offers its citizens the power to question their leaders and to make them accountable for their actions.

8. If you could make a change/difference in your country what would you do?

I would strengthen institutions to ensure proper governance.

Interviewed by Chisom Udeze

If you are interested in participating in our Ask an African segment, please contact us at ask@mettle.no

The post Ask an African with Joe K’Odingo appeared first on Mettle Consult.

Tourism in Africa Will Lead to Economic Growth and Development

At Mettle, we are intensely passionate about Africa and always actively brainstrorming and facilitating the various mediums and sectors through which Africa can ‘improve’. One of the areas that can undoubetedly lift many African countries from its slumber is tourism in Africa. There are many layers to having a thriving tourism sector in Africa as this necessitates responsible governance and adequate infrastructure which, in turn, leads to an increase in economic growth, job creation, and security among other growth indicators.

We also believe to a large degree Africa can attain insurmountable growth through active and responsible citizen participation. It’s up to Africans to make this push for improvement, and of course, African leaders must work harder to secure the continent’s future. Nonetheless, the time for African citizens acting as spectators in their lives and future has passed. Africans must now take an active role in their development. And we are continually impressed and inspired by the many African millenials who leave their relatively peaceful lives and Fortune 500 company jobs in the West to return to their countries and make a change. Having recently began to explore tourism in Africa as a catalyst for growth, we sought after Monisola Baruwa, the trailblazing technology-inclined entrepreneur and founder of CountlessMiles working to promote tourism in Africa.

CountlessMiles is a technology-enabled travel startup by Nigerian travel lover, Monisola Baruwa. Known by many simply as Moni, she believes in travel loving, risk-seeking global citizens who believe in the power of travel for personal and economic development. CountlessMiles aim to change the typical African’s opinion of travel from shopping trips to immersive life-changing experiences. CountlessMiles does this by curating destination experiences to match customers’ travel needs and budget using their technology tool, and also organize travel impact initiatives that will showcase various destinations globally, making it easier for the African traveler to engage in immersive travel. CountlessMiles’ goal is to become the best technology-enabled travel company in Africa. Currently, it provides free inspiring travel content and experiences from fellow African travelers to motivate others to follow in their footsteps. It also offers a personalized service for individual, university and corporate customers seeking personalized vacation experiences and itineraries. In addition, CountlessMiles works to promote travel by Africans, not only outside the continent as Africans are accustomed, but also tourism in Africa by Africans.

Read our insightful interview below with Moni speaking the truth to power and sharing wisdom.

What would you say is the current level of intra-African tourism?

On a scale of 1-10, intra-Africa tourism has increased roughly from 2 to 4. Although intra-Africa tourism is still low, it has increased in recent years. Because of the prevalent use of social media, there has been an increased focus on travel to Africa from the diaspora, thus also promoting tourism in Africa for the African traveler. However, there are still some limitations to achieving easy travel within the continent such as exorbitant ticket prices and stringent border restrictions.

What do you think discourages intra-African tourism?

As already mentioned, the exorbitant ticket prices and stringent border restrictions discourage travel within the continent. For example, it is more expensive to travel to Senegal or the Gambia from Nigeria than it is to go to Dubai or New York. This is because we do not have low-cost carriers/airlines that service major hubs in Africa, which can also be largely linked to the fact that most African countries have yet to tap into tourism as a huge area for economic growth. Visa requirements for West Africans traveling to East or Southern Africa for instance, is another factor that could significantly impede intra-Africa travel.

What can you tell us about intra-country tourism?

Tourism in Africa has also increased in the past few years. In Nigeria for example, with a lot of young people moving back home and increased social media buzz; a lot of local tourism companies promoting travel within the country have emerged. They organize group trips to various destinations within Nigeria. Nigeria is a beautiful country with great tourism potential but we still have a long way to go to be able to compete with countries like South Africa. I want to see a Nigeria where one can plan a solo trip across Nigeria without having to know someone who lives in Nigeria.

How can tourism facilitate development and economic growth?

Jonah Lehrer best describes the impact of tourism in one of my favorite quotes: “We travel because we need to, because distance and difference are the secret tonic to creativity. When we get home, home is still the same, but something in our minds has changed, and that changes everything.”

I believe that travel can be a tool to change the social and economic landscape of Nigeria and that by exposing our citizens to other cultures through travel, we can foster both individual and economic development. For example, the major issues Nigerian travelers experience is the significant visa restrictions and unfair visa requirements/processes at consulates represented in Nigeria. This makes it more difficult for avid and new travelers to expand their horizons by exploring new territories. The current tourism policy of The Federal Government of Nigeria is to develop sustainable tourism by capitalizing on heritage diversity as the basis for promoting domestic and international tourism within Nigeria. While this is good, it has neglected to consider one factor: the “ripple effect” of global travel by Nigerian citizens – one clear effect of increased focus on encouraging Nigerians to travel internationally, both within Africa and outside Africa, is that they become real-life ambassadors of our heritage and culture, thus encouraging travel to Nigeria. This is far more powerful than anything a potential tourist to Nigeria would see on the Internet. Experiential or immersive travel, as it is popularly known, can help to grow tourism relationships with other countries and also positively change the world’s perception of the typical African from what is portrayed in the media. As we develop better tourism relationships with other countries and develop policies that facilitate easier access for Nigerians to visit other countries, in turn these countries will be more willing to visit Nigeria and implement less stringent travel restrictions. I believe that if this change is enacted, we will achieve social development, cultural education through travel, and economic growth.

What can the (local) government do to promote tourism?How does the current infrastructure (road, air, sea ports) or lack thereof affect tourism?

From my experience traveling, one of the main issues with tourism in Nigeria is our inadequate infrastructure. We would need an infrastructure overhaul to enable us efficiently promote tourism with the country. On my recent trip to Belize, the country reminded so much of the Eastern part of Nigeria but with one major difference – the road network was great, electricity was constant, and transportation was good, thus making it easy to navigate from the North to the Southern part of the country. For a country like Nigeria, besides developing proper road networks, alternative methods of transportation would be a great addition – for example, efficient train and bus options from the Southwest to the Northern region would provide alternative means of travelling within Nigeria and of course more attractive to tourists visiting Nigeria.

What can local communities and governments do to attract tourists? What is your perception of safety when considering travelling within your country and across other African countries?

Apart from the hassle of traveling within Nigeria associated with inadequate infrastructure, another major issue with travel within Nigeria is safety. On a solo trip to the Northern part of Nigeria, I was taking pictures of the landscape area of Aso Rock when 5 random men ambushed me and began questioning why I was taking pictures. In that moment, I didn’t feel safe and I wondered how we would truly promote travel within Nigeria with safety as a major issue. Furthermore, unnecessarily strict/corrupt cross-border immigration officials and bad road networks especially within West Africa, make it difficult to promote road trips as an alternate low-cost option to travel within Africa. Local governments should include tourism initiatives as part of their political agenda and promote local tourism initiatives such as developing and maintaining historical sites, restaurants, and outdoor areas, among others.

What level of investment is needed to increase tourism in Nigeria?

Besides the obvious infrastructure overhaul, Nigeria needs to take tourism conversations as serious as Oil and Gas investments. The economy can benefit socially and financially from tourism. A lot of states within Nigeria can invest in tourism on a state level by promoting local tourism initiatives. For starters, our international and domestic airports – which potentially form a tourist’s first impression of the country or city – require significant investments to bring them on par with those in some of our peer African countries.

It is my experience that maintenance is a problem across many African countries. Let’s take Nigeria for example. On trip advisor, the number one place to visit is the Lekki Arts Market. However, the road to get to it is an eyesore, especially in the rainy season. The drainage system is non-existent. The same goes for many other tourist locations – i.e. Obudu Cattle Ranch or the Lekki Conservation Center. Which stakeholders can we hold responsible for maintenance? What part of our mentality needs to change?

The obvious stakeholder is the government. In most countries, such as South Africa, UK, Dubai, Croatia, with tourism as their top economy driver, the government invests heavily in cultivating an environment that promotes tourism both intra-country and intra-Africa. However, if we continue to wait for the government to make changes that affect us, then things may never change. This requires private companies and citizens to step up and make the change they want to see. From the private vendors who own stores at the Lekki Market coming together to fix their roads, to the everyday citizens making a decision not to litter and clog up the drainage system or deface our historical sites. Everyone has a part to play in maintaining our cities and countries.

What is your company, Countless Miles doing to promote both intra-country and intra-continent tourism in Africa?

At CountlessMiles our focus is on building a community of African travelers defying the odds in global travels. Our definition of global travels includes travel both within and outside the African continent. We focus more on the immersive destination experiences that African travelers can partake in and not necessarily the geographical location. Every location and country is a potential tourism destination. That being said, with our “Travel + Inspire” social impact initiatives we promote travels intra-country, intra-Africa and inter-continent. For example, at our Travel and Art exhibition in Nigeria last year, which was themed, “This is Not Lagos”, we showcased 26 beautiful artworks from 6 prolific Nigerian photographers, displaying various destinations in Nigeria outside of Lagos, telling stories and inspiring travel through art.

What limitations do you face in your quest?

As a startup business, our major limitation is funds and core team to implement the various business strategies and initiatives.

What is the tourism market like in Africa? How is Countless Miles different from the competition?

In recent times, there has been a growing number of companies in Nigeria and Africa that promote tourism in Africa either via online ticketing platforms, packaged destination deals, or group travel experiences.

At CountlessMiles we leverage our expertise in travel, our network, and technology tools to creatively combine experiential travel [providing inspiring content and building a community of experiential travelers] and trip planning services focusing on travel needs, budget, collaboration and community, while simultaneously promoting tourism in Africa.

What are some of your near future goals and how do you plan to achieve them?

Our main goal right now among others is to complete development of our technology platform, which will allow our travelers/customers to easily and seamlessly take the reins of their own travel and curate their personalized immersion experiences and itineraries in real-time, whenever and wherever. We are also applying to various entrepreneurial programs that will provide us an opportunity to raise funds to develop our platform.

What experiences have helped you develop the desired skills to excel?

My experience as a Technology consultant and my background in Information Technology has helped me develop the skills required in strategy, business development, and technology. The traveling nature of the job fueled my passion for travel and exposed me to the world beyond my comfort zone, where I learned to engage in immersive experiences at various destinations, learn new cultures and connect with locals.

What resources (government or otherwise) are available that will better ensure growth and success of the tourism sector in Nigeria? And in Africa?

I am currently not aware of any resources available.

In your honest opinion, is Nigeria and Africa as a whole tourism ready?

Tourism in Africa is a segment that needs development across countries. Citizens and government alike need to prioritize this sector and the willing to invest today for future albeit long-term gains. With regards to Nigeria, to be honest, I don’t believe it is ready for tourism at this time. We may be infatuated with the idea of the economic benefits of tourism but in reality we are not ready. The issue with Nigeria is that we are always looking at opportunities that generate money today. The financial gains of tourism are long term because it involves a lot of investment in infrastructure and resources with a return of investment that is not immediate. Until we can move from the short-term mentality, I doubt we will ever be ready. Additionally, to develop a tourism-ready country or continent, we need to make it conducive for the citizens living in that country. If I don’t feel comfortable and safe in my own country, how would a tourist feel the same?

What type of travel packages do you offer?

Our business model is not focused on travel packages. We focus more on curating a personalized experience for our identified customer segments. Below are the different services we offer our different customer types:

• Standard Personalized: This is our general service offering, which includes the individual traveler(s) (new and/or avid) crafting a personalized itinerary with authentic destination experiences that meet their travel needs and best fits their budget using our technology tool.

• Exclusive Personalized Experience: This service offers a more robust and bespoke service experience. The individual traveler identified here is typically a High Net-worth Individual (HNI) or a luxury traveler. In addition to receiving all the benefits of the standard personalized, a travel concierge is included to assist throughout the planning process and during your trip.

• Corporate and School Experiences: This service also offers a concierge service to assist corporates and educational institutions plan their team bonding destination retreats. Our dedicated travel expert is assigned to curate unique experiences tailored for each organization’s event theme, travel needs, budget and organization values.

What areas would you recommend tourists to visit in Nigeria and across Africa?

Nigeria is a beautiful country and has various destinations that I believe are worth exploring. We documented a few of our top destinations in Nigeria here during our Travel and Art Exhibition.

As tourism in Africa continues to grow, there are so many destinations we would recommend to explore. Some of our favorites include The Gambia, Cote D’Ivoire, Angola, Uganda, Kenya, Mozambique, Tanzania, Namibia, Botswana, Rwanda, South Africa, and Morocco.

Interviewed by Chisom Udeze

The post Tourism in Africa as a Catalyst for Economic Growth with Moni Baruwa appeared first on Mettle Consult.

Interviewed by Chisom Udeze

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