Interview with Guy M’Bengue, Managing Director and CEO of APEX-CI (Côte d'Ivoire Export Promotion Agency)

Can you give us your overall assessment of APEX-CI at the moment?

My current objective is to set up our national strategy for exports that has been approved by the government. This strategy identifies certain priority sectors for exports and a certain number of means and support systems, through what we call horizontal activities, to support exporters and particularly SMEs. The implementation of this strategy is my number one task at the moment.

Are there any events coming up that APEX-CI is going to attend?

I think that all the visits made by the President of the Republic and the Prime Minister to other countries are a great opportunity to participate with the CEPICI in forums where we can put in place certain advantageous assets regarding Ivory Coast in terms of exports. I think that in the short term there is going to be a forum held in Morocco, which will be the African Development Forum organised by Morocco Exports and Attijariwafa Bank. We shall be attending in order to promote the products that Ivory Coast has to export.

When is this forum going to be held?

It will be from the 19th to the 20th February 2015.

Ok so you shall be going with the Prime Minister and a delegation?

There will a delegation, a very high level delegation indeed. It is up to the government to decide who shall be leading this delegation. We shall be accompanying and cooperating with the companies and people who are champions in terms of exports to Morocco.

Morocco is a key player in Ivory Coast. We have seen many important players from Morocco come to Ivory Coast to invest. What can companies and SMEs from Ivory Coast bring to Morocco? How can we reverse this influx?

I think that we must reverse this influx as you say. If we don’t, it seems we are being dominated so we have a responsibility to reverse the influx by identifying and pushing certain champion companies and SMEs who could export, whether it be coffee, cocoa, cashews or even specialised textiles and “ethnic products” as they are called in the United States. We need to identify them and promote them. The king of Morocco pushes the companies of the country; the political situation there means that the King is really involved. I think that the last time President Ouattara went to Marrakesh was a good example because there were a hundred or so Ivorian operators who also went to retort somewhat. I think that we need a movement for a rebalance, not necessarily at 100% just yet, but a rebalance none the less.

It must be rather complex to go to Morocco to sell textiles!

No. It depends on the niche ; perhaps if you want to position yourself in textiles such as t-shirts, etc. But if you want to set up in ethnic, Ivorian products, like our well-made shirts, I think that there is definitely a market. It is there.

What is your main challenge?

I think that our main challenge is to make ourselves known. If Moroccan companies come here, we know that it is because this is a country where the business environment is good. If the business environment is good, then it is good both for interior commerce and for exterior commerce. We need to create this awareness. That is our main challenge. Then, little by little, we will arrive at a psychological and commercial positioning.

I know Ivorian companies and SMEs working in the cocoa sector that export cocoa beans, others working in the cashew sector that are exporting their products, etc. Up until now, I would say that these companies work in a rather confidential manner but with the support that the Moroccan banks have given they will also be able to work here in the inverse sense. Thus, I think things are really going to improve in that sense.

Are there any other events in the short term that you shall be participating in, either here or abroad?

My current objective is to set up our national strategy for exports that has been approved by the government. This strategy identifies certain priority sectors for exports and a certain number of means and support systems, through what we call horizontal activities, to support exporters and particularly SMEs.

Well, there were events in which representatives took part. I am the manager of the International Affairs Commission; we have operators who we sent to Paris as delegates for the meetings regarding the Foundation for Africa (Fondation pour l’Afrique). This is an event held on Friday 6th February; President Hollande was there along with the other heads of state from Africa and 500 economic operators. This is an event that is following up from last year’s creation of the foundation for the development of Africa, which is presided over by Mr Lionel Zinsou. There are also other events such as the CEO Forum that was held in Geneva, where our Prime Minister was the special guest. All of these events are platforms to showcase Ivory Coast.

Regarding these forums, do you have a particular objective?

My objective is to present ourselves globally, in terms of potential for investment and exports, to those who really are the deciders in this domain, and as such take advantage of great opportunities.

Regarding the Foundation for Africa, what is the role that France can play in this partnership in order to make Ivory Coast´s voice heard?

I don’t actually have the latest drafts for the bases of the Foundation for Africa, as they still need to be validated and published, but what I know is that this progression has allowed the African SMEs to improve our business environment in Africa. Above all it has meant that we are able to create employment. I think that in that regard we can only be grateful for this partnership.

Can you see the creation of other joint business councils in the short term future?

Yes. I think that first of all in order to create these business councils we need that both sides be willing, whether it is partnerships between Ivory Coast and the UK, the United States, Canada, etc. The main concern of these business councils is a structure of closeness; that is the most important thing. We need fast decision making, we need to decide on the sectors we wish to work with and we need the members to move quickly. I think that Ivory Coast has intentions to rebalance its exterior commerce, because more than 60% is done in the European Union, so we would like to also push for commerce with other African countries, with Asia and with the United States. I think there are countries with strong potential. If there are a certain number of operators from these countries that want to regroup to work in Ivory Coast, then I think that business councils are a means to do that. Both parties have to be willing, it can’t be unilateral.