Back To The Roots
Fostering economic, trade, and cultural relations between Canada, Africa, and the Caribbean
Program
Back To The Roots is an annual program designed to foster meaningful economic, trade, and cultural relations between Canada, Africa and the Caribbean. Through curated trade missions, we bring together a cohort of Canadian entrepreneurs, investors, business leaders, and trade partners with key stakeholders across the continent and diaspora. These missions offer exposure to local markets and create immersive experiences for collaboration opportunities and strategic engagements.
Overview
Bring together a cohort of Canadian entrepreneurs, investors, business leaders and trade partners to explore business and investment opportunities.
Immersive 1-2 weeks trade mission with a focus on Commerce & Trade, Community, and Culture.
Multi-sectoral trade mission with direct connections to key stakeholders through office visits, community engagements, panels and networking events.
Maximize business potential with targeted government and private sector meetings in both Canada and destination countries.
Themes
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Foster Canada-Africa Trade Relationships: Strengthen bilateral trade ties and explore new market opportunities between Canada and Africa.
Explore opportunities for business investment in the short or medium term.
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Promote Mutual Economic Growth: Collaborate with African businesses and institutions to drive sustainable economic development on both sides.
Connect with Industry Leaders: Engage with influential leaders across sectors to forge partnerships in trade, commerce, and investment.
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Bridge Commerce and Culture: Build connections that integrate economic initiatives with cultural immersion.
Explore the local activities & traditions and venture beyond the tourist attractions.
South Africa 2026
Following the immense success of our trade mission to Ethiopia and Kenya, we are excited to announce the next edition of the Back to the Roots Trade mission. This time, we are considering a self-funded trip to South Africa — the continent’s largest economy.
As one of Africa’s most dynamic economies, South Africa offers a powerful gateway into the continent’s diverse markets. With its robust infrastructure, thriving entrepreneurial ecosystem, and deep-rooted cultural heritage, South Africa is uniquely positioned for trade, innovation, and investment.
Through the ALA’s Back to the Roots initiative, participants will gain direct access to influential business leaders, government officials, and grassroots changemakers—fostering authentic relationships that span commerce, community, and culture. Whether you’re exploring new markets, seeking strategic partnerships, or reconnecting with the diaspora, South Africa is a compelling stop on the journey Back To The Roots.
Ethiopia / Kenya 2025
In January 2025, over 20 of our members embarked on a transformative two-week journey to Ethiopia and Kenya. The mission blended rich cultural immersion with high-impact business and diplomatic engagements.
Participants met with key leaders, including Canadian ambassadors to the African Union and Kenya, senior officials from the Trade Commissioner Service, and representatives from the African Union’s Gender and Youth Directorate. We also visited major institutions such as FSD Ethiopia, TDB Group, Equity Bank, and Amini, and connected with community organizations like SHOFCO and Swahilipot Hub.
The trip featured panels on investment and education, targeted networking with local startups and Canadian companies in East Africa, and immersive cultural experiences—from celebrating Ethiopian Christmas to an unforgettable safari and a retreat at Diani Beach.
This journey sparked valuable insights, lasting relationships, and new opportunities our members are excited to build on in the months ahead.
Back To The Roots
Interest Form
Applications have closed.
Watch this space for updates about our next trip.
Testimonials
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![Estelle Vancol]()
Estelle Vancol
Organizing the Back to the Roots trade mission was a true privilege. As a Canadian, connecting with local diplomatic agencies and understanding the tools accessible to me was incredibly valuable. I had the chance to meet some truly inspiring startups and NGOs that are driving impactful change.
As someone born in Africa and an avid traveler on the continent, it was especially meaningful to experience the journey through the eyes of participants visiting Africa for the first time—it was a powerful reminder of the continent’s richness, potential, and the deep connections waiting to be rediscovered.
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![Lea Trotman]()
Lea Trotman
I really enjoyed the panels on education, trade and investment. The investment one was especially interesting for me, because through equity and access, I have a strong interest in Agriculture and Energy. When we look at those sectors there is huge opportunity for investments in Kenya.
It was my first time to Kenya but definitely wont be my last. I look forward to coming back and continuing to learn more about the culture, the people and all it has to offer. -
![Axel Ntakaburimvo-Ndayiragije]()
Axel Ntakaburimvo-Ndayiragije
I really enjoyed the Education panel. We had a team from the Mental Health Institute give a talk and it was very impressive. They do consultations about mindfullness, growth mindsets and other subjects that are typically not discussed as openly in African communities.
