Back To The Roots

Fostering economic, trade, and cultural relations between Canada, Africa, and the Caribbean

Apply Now

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

    • 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.

    • 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.

    • Bridge Commerce and Culture: Build connections that integrate economic initiatives with cultural immersion.

    • Explore the local activities & traditions and venture beyond the tourist attractions.

CÔTE D'IVOIRE/ ghana 2027

  Why join 

1. Gain direct market access
Explore two of West Africa's fastest-growing economies through curated business meetings, trusted local partnerships and firsthand market insights in Côte d'Ivoire and Ghana.

2. Build strategic relationships with key stakeholders
Engage directly with business leaders, government officials, Canada's Trade Commissioners and industry experts to explore high-impact collaboration, investment and trade opportunities.

3. Participate in targeted B2B meetings
Leverage pre-arranged B2B meetings and personalized support to accelerate your business development while participating in exclusive networking events, panels and roundtables.

Apply Now

Past Editions:

  • South Africa Trade Mission 2026

    • Johannesburg

    • Cape Town

    Ethiopia Trade Mission 2025

    • Addis Ababa

    Kenya Trade Mission 2025

    • Nairobi

Testimonials

  • Liela Toure

    I think a highlight for me in joining today's session was the deep dive into South Africa's hospitality industry. Something I didn't realize is that the industry itself employs over 10%, almost 12%, of the population. Which is significant, especially when we had just realized that the unemployment rate is so high here in South Africa. So understanding the opportunities to upskill and empower some disenfranchised communities through hospitality, through thinking through real estate opportunities as well, was extremely eye-opening, and I'm extremely grateful for it as well.

    SOUTH AFRICA 2026

  • Jude Asare

    So coming to South Africa for the first time, I wanted to learn about the startup ecosystem. The startup panel was very interesting for me. For instance, from Nick from the South Africa AI Association, I was able to learn about the AI landscape in South Africa, the opportunities that exist, the trends that also exist and also from Leonard how to build successful startups on the African continent and some of the challenges that startups face on the African continent.

    SOUTH AFRICA 2026

  • 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.

    KENYA 2025

  • 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.

  • 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.