The barrier in our minds
The third and strongest trade barrier is in our minds: As long as we first think of starving children when we hear Ethiopia, as long as we associate absurd spam mails when we hear of Nigeria, as long as we think that the successful Entrepreneur of Ghanaian origin must be the cleaning person or the DJ. As long as this happens, it is hard to get enthusiastic about a high-quality product from Africa. Until then, little will change in the fact that the majority of the already low value of imports from Africa to the EU (2018: 7%) are raw products. And as long as that remains, we will have to deal with the pressing question of how to best “help” the global South.
We founded Manuyoo to give a different impulse. Our aim is transformation, is change. But the focus is not on Africa. It is on Europe. Change must happen here. In our attitude, in our mindset. And in our buying behavior. That’s why we bring excellent products from the 55 African countries directly to our European customers. Curated and attractively presented. We tell the stories of the people behind the products. Read them in our magazine, staged by award-winning journalists and graphic designers. Ready to retell, and to share in your social media. Manuyoo is about changing the narratives, moving away from the views of the last millennium, adopting a contemporary attitude and (consumer) behavior.