Selling your products in Afro shops in Europe and America

Afro-shops — the grocery stores selling African products across Europe and America — are one of the best outlets for African producers and processors. Driven by a large, loyal diaspora, they offer good margins and value the “made in Africa” label. Here’s how to sell to them, step by step.

Why target afro-shops

• Captive demand: the diaspora looks for spices, flours, juices, snacks and condiments “like back home”.
• Less competition than mainstream retail, with buyers ready to pay for authenticity.
• “Origin Africa” is an asset — provided you highlight it (story, terroir, quality).

The products that work

Favour non-perishable or processed goods that travel and store well: pepper and spices, flours (cassava, yam, plantain), dried fruit, sauces and preserves, juices and bissap, snacks, groundnut paste. Avoid fresh and highly perishable goods to start.

Compliance: the must-pass step

To enter a European or American afro-shop, your products must meet import and labelling rules: product name, ingredients, allergens, net weight, dates, and the responsible party’s details, in the country’s language. Solid, clean packaging suited to long-distance transport is essential.

How Jangolo helps

Jangolo lists a long directory of afro-shops in Europe and America to contact, and its Distribution service can place your products on their shelves.

Frequently asked questions

Which products sell best in afro-shops?

Dry and processed goods: spices, flours, bissap, juices, snacks, sauces and preserves. They travel and keep well.

Do I need large volumes to start?

No: start with a few well-presented references and a small volume, then scale once the relationship is established.

What about regulations?

Compliant labelling in the country’s language, ingredients and allergens, dates and traceability are required.

Going further

Afro-shops are a huge, under-served outlet. Get ready, then make yourself known on Jangolo.