Mr. Ade Israel is the Chief Executive Officer of agro export company Business Craft Limited. In this interview with SIMON EJEMBI, he speaks on untapped opportunities in export, his experiences and what it takes to become an exporter
What is so interesting about your line of business?
Entrepreneurship has been in my blood for a long time. It was like I was bound to be a business person. It was now left for me to decide on what to venture into.
It is a long story. But let me summarise it this way: It happened that sometime ago, I had some friends from Taiwan who were into wood export. I was doing something different with them, but I saw that these guys were into a new line of business that was interesting and, really, there were making a fortune from it. So, I became curious. As an entrepreneur, you need to be curious. When you see a development in your neigbourhood – when you see people buying and selling, people looking for a product – you need to be curious, especially if you have the technical expertise to do it better.
So, I started from there and then we diversified into other agro products and it has been a story of success. Don’t forget that skills are important. For instance, I am a good communicator; I studied Linguistics in the university, but I had to go to the Lagos Business School to modify my skills. The fact is that there is a huge gap in export trade and if you do the market gap analysis, you will see that there is a great deficit in the service demand and supply of the service. That was a great motivation for me, coupled with the passion I have to make sure that a lot of people benefit from the agro export venture.
How do achieve a work-life balance?
What I do is that I incorporate my family into the business. I let them understand the business and the role they have to play. I believe that as long as your children can talk, you should let them have a stake in what you do. That way, it becomes easier to balance your work life and family life because your family members are involved in what you do.
And, like I said, the gap in the market was a motivation for me. When you look at the country, you will see that the people that are really benefiting from the export trade are foreigners. But the export trade is something Nigerians can do. We have access to the products, we have the capacity to do it in terms of procurement and adding value to it (the products) and in terms of delivery. So it is a good venture. The market is good.
Why is it that there seems focus on crude oil and gas products?
Well, I can say it is a lack of vision. In the past, in the early 60s, agriculture was the backbone of our economy, in terms of cocoa exports and rubber. But when we discovered oil, government shifted its attention from agriculture to crude oil. Up till now, we have not seen the government that will take a crucial look at our situation, look inward and conclude that oil and gas exports alone cannot sustain this economy. The future of oil and gas is not very bright; it is not sustainable because it is getting to a point where the cost of getting a litre or a barrel of crude oil is going to be higher than the cost of selling it. That is going to happen because nothing lasts for eternity. We now have renewable energy, biogas, bio diesel and so on. Experts are looking for more affordable and environmental alternatives. So, government needs to appraise the current situation and come to realise that the oil and gas cannot sustain this economy.
Tell us about other export opportunities
If you look at Nigeria, we have a comparative advantage in agriculture for so many reasons. For example, we have arable land that is good for agriculture, and we have the manpower for agricultural activities. In agriculture, if you do your analysis very well, you will realise that we have not even unlocked the opportunities in agriculture, in terms of production and export.
Mostly, we depend on other countries to survive; to put food on our table. We depend on Thailand for rice, we depend on other countries for fish, and we depend on other countries for food. Ironically, these are the things we can do in Nigeria. So, the opportunities in agriculture are enormous and they are untapped. The opportunities in solid minerals exports are untapped. The opportunities in services export are also untapped. We have over 180million people in Nigeria. So all you need to do to make them exportable is to update them; upgrade their expertise.
What would you say Nigerian entrepreneurs are doing about the opportunities you mentioned?
Nigerian entrepreneurs are ready to move. One of the stumbling blocks is the absence of an enabling environment, lack of funding, the cost of doing business and similar challenges. You can see that, among other things, we have to fuel generators with our money. All of that adds to the cost of production and everything goes to the end user. I have spoken with a lot of entrepreneurs in Nigeria and I have come to realise that people are ready to move if the enabling environment is there.
When it comes to the export of goods and services, some people believe it is meant for big companies. Is there space for small entrepreneurs in the export business?
People presume that export is a business for big players, but that is not true. Go to China, 70 per cent of exporters are small entrepreneurs. Go to Brazil, it is the same ball game. Go to Taiwan, it is the same. It is the small trade, the small manufacturers and small industrialists that engage more in export. So, regardless of the nature of your venture, regardless of the volume you can produce, you can go into export. In as much as there is a market for your product abroad and your product is able to meet the standard, you can be an exporter.
What are the steps you would advise an entrepreneur to take in order to succeed in export trade?
Export trade is unique in terms of dynamism, in terms of standard. So, for you to export, you must know the standards. People here think that entrepreneurship is for everybody, but you must be talented and acquire the necessary skills. So, you need to first and foremost acquire the skills to export. If you don’t do that, I assure you that you’ll never get it right. It’s just like you want to drive a car and you don’t have the skills, you won’t be able to do that, until you acquire the skill.
So, you need to get the skills first because when you get the skills, you will be able to understand the nitty-gritty of export trade, and you will be able to decide what to export based on your research. When you do your analysis on the product you want to export – in terms of where it is available, how accessible it is and if it is sustainable – then you look at the standards. Ask yourself, can I meet the standard? What standard are they looking for? Where is the market? Is it Europe? Is it Asia? Or North America? Do you think lack of skills is a reason why some people fail in the export business? Yes, it is a reason because lots of people are doing it because of lack of knowledge. So you find out that if you don’t have the expertise in whatever you want to do, there is that tendency that you will fail. We have seen people who jumped into exports and got their fingers burnt. It is happening every day. Some people resign from their paid employment, thinking they can venture into export without the necessary training and fail.
It is either you failed here before you shipped your cargo or failed when your cargo got to its destination. It is either you patronised a bad raw material suppliers and they supplied you the wrong product or they supplied you at the wrong time. And when you ship that bad product to the importer, that is double jeopardy.
What are the products with export value that entrepreneurs are neglecting?
We have a lot of them. I will start with cassava. Nigeria is the biggest producer of cassava in the world – with about 35 million metric tons a year. And cassava is a wonderful product because there is no waste from cassava. From the leaves to the tubers, every aspect of it is relevant. You can produce flour, starch, and chips from cassava tubers. You can also produce ethanol. So, there are a lot of products you can get from cassava.
Cassava alone can create millions of jobs. It can be cultivated almost everywhere in the country and you cultivate it twice yearly; so it is highly sustainable. You can produce kerosene from cassava, apart from the flour, starch and chips. The chips is good for mad cow disease that is affecting animals in Europe now. Then we have other products like sesame seeds. We used to produce 50 metric tons yearly but now, we are producing 200 metric tons; the projection is 500 metric tons. Then we have cashew. Vietnam, which has about 88 million people, is making $1.35bn yearly from cashew. Nigeria is producing just 120,000 metric tons making about N24bn from cashew and we can make N250bn yearly from cashew.