When Awa MBENGUE, founder of AwA Bio Foods, embarked on her journey to Belgium as part of the PEM WECCO Mobility Program, supported by OVO (Entrepreneurs for Entrepreneurs) and Enabel, she had a clear mission: introduce her line of organic, preservative-free juices to the European market. What followed was an enriching two-week experience filled with learning, connections, and fresh opportunities for her brand.
Upon arriving in Brussels in early September, Awa wasted no time diving into business. Her first significant meeting with François MAES, an expert in the organic products market, gave her immediate insights into the local landscape. François suggested bottling her juices directly in Belgium to reduce shipping costs and align with local production standards. Though this idea wasn’t part of her original plan, Awa saw its potential.
"Packaging in Belgium was not something we considered due to the freshness and sensitivity of our products," Awa noted. "But the idea opened new doors for us to explore how we could scale sustainably in Europe."
Her connection with the Senegalese diaspora in Belgium also proved instrumental. Elhadji Samba BA, a fellow native of her hometown Guéoul, not only helped Awa navigate the city but introduced her to local community members, like Thiam, an African store manager. Impressed by the quality of her products, Thiam placed an order for 10 packs, marking AwA Bio Foods' first sale in Belgium.
"That first order was a small but significant step in establishing ourselves in a new market," Awa recalled. "It felt like a great start."
A standout moment of her trip was visiting Marc Ballat, a producer of organic apples and pears in Jupille. Their discussion touched on key elements such as profitability, distribution, and the challenges of maintaining organic standards. Marc also shared his best practices for glass bottle returns, which sparked Awa’s interest in sustainable packaging.
"Marc’s knowledge and willingness to share his experiences were invaluable," said Awa. "He offered insights I hadn’t even considered, especially when it comes to scaling in a market that values sustainability as much as Belgium."
Beyond Belgium, Awa travelled to France, reconnecting with her alma mater, Insa Hauts-De-France, and potential partners. Her former university faculty expressed interest in introducing AwA Bio Foods products to their student restaurants. This potential large-scale opportunity could boost her brand’s visibility in the French market.
"It was heartwarming to return to my old university and hear how excited they are to support my business. They want to bring my juices to the student cafeteria, which could lead to several hundred bottles being ordered soon," Awa said.
Throughout her stay, Awa also met with key stakeholders from the Humundi team, presenting AwA Bio Foods and discussing current challenges, especially the need for increased production capacity. These conversations laid the groundwork for future collaborations, which could help her scale more efficiently.
Another notable meeting took place with the teams from Vajra and Delibio, organic wholesalers and distributors. Awa visited their site with Christine, where they had extensive discussions about organic requirements in Belgium and packaging suggestions. She also left some samples for tasting, hoping to pave the way for future collaborations.
Awa also visited the integrated farm Le Verger de la Chise in Pécrot, where she discovered their production line, operational since 1995. This visit allowed her to better understand local and sustainable practices, particularly in the production and packaging of organic juices. She was also inspired by the farm's growth model, which has evolved step by step since 1995, demonstrating how to gradually grow a business. "It was a very enriching afternoon that matched exactly the kind of visits I wanted to make," she commented.
Another significant step for Awa was the in-person training with Thierry Duquenne on Odoo, attended online by her financial advisor and accountant. Thierry greatly assisted the team in setting up the basic data of AwA Bio Foods' accounting system.
The trip culminated in a pitch to investors at ZidiCircle. Awa had the opportunity to present her business to an audience of potential backers, receiving valuable feedback.
"They appreciated my passion and energy," Awa said. "It was a chance to refine my pitch and learn from their perspectives on what could make AwA Bio Foods even stronger in the global market."
As Awa reflects on her time in Belgium, she is excited about the future.
"This journey has been about more than just selling juice. It's been about building relationships, learning from others, and exploring new markets," she said. "I leave Belgium with new ideas, a stronger network, and a clearer vision for the growth of AwA Bio Foods."
"The support I received from OVO and Enabel has been remarkable," Awa shared. "I gained insights from industry experts and connected with like-minded entrepreneurs who have faced similar challenges."
A heartfelt thanks to Prince Sugira and Christine Mottiat, her OVO Business Coaches, for their invaluable support in preparing for her mobility journey and their guidance on the ground.
To get more insights from Awa’s journey and to engage with her latest updates, visit the LinkedIn post here.
