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A group tour at the height of Benin’s cotton harvest shows the importance of communication between African farmers and European businesses

“An unforgettable experience!” “Every single moment was rewarding. A real experience!” When it came to the five-day tour that recently took Cotton Made in Africa’s demand-side partners to northern Benin, the superlatives never seemed to end. The group arrived in the midst of harvest-time in the cotton fields. Marion Feldmann, purchasing director at Otto, came right to the point on behalf of the group: “I think it’s important that as many partners as possible get to meet the farmers and see the project on site. That’s the only way to understand why our support is so important. For me, the trip was fantastic.”

The agenda featured not only talks with cotton farmers, but also a visit to a school and an audience with a king – one of the region’s many royals. Jacqueline and Heiner Sefranek, members of the executive board at Mustang Jeans, were especially taken with the intensive cooperation between partners and sponsors: “More than anything else, we were impressed by how far the project’s activities have already expanded and its popular acceptance in the region. Hats off to Cotton made in Africa, for its work both in the Hamburg offices and in the field, as well as its cooperation with the GTZ. Our motivation to be part of the project is stronger than ever. Keep up the good work!”

The trip also conveyed a sense of the enthusiasm that the cotton farmers feel. Instead of hearing well-meaning speeches, participants witnessed concrete instances of how a project can “help people to help themselves” effectively. On the way home, they were unanimous: “Our involvement with the Cotton made in Africa project pays off. It assures the farmers a higher income.” Bernd Houillon, CEO of Apart, admitted to feeling emotionally moved, “especially when we were giving our farewell speeches in the cotton field.”

There is no question that a project like Cotton made in Africa comes alive whenever supporters get a behind-the-scenes look that goes beyond glossy photos and P.R. brochures. Getting to know and understand each other was the tour’s watchword. The farmers in Benin were able to exchange viewpoints with their European clients. The latter took away a profound impression of where the value-added chain for African cotton begins – and how significant they are as business partners for the African cotton producers. Business and development – concrete and sustainable.

- Peter Felixberger