Pan-African Distribution & Consumer Products Platform
NIAM GROUP
Taste with Rhythm · Worldwide
We connect Africa's best locally-made products — food, beauty, textiles, crafts, wellness and more — to regional markets, the global diaspora, and the world.
A pan-African distribution and consumer products company connecting locally-made African goods to regional markets, the global diaspora, and the world — through a hybrid B2B + B2C model.
Built to Celebrate, Distribute & Amplify African Products.
NIAM Group is a pan-African distribution and consumer products company headquartered in Dakar, Sénégal, and a subsidiary of MSA Group Holding.
Our Mission
Connect Africa's best locally-made products to regional, diaspora, and global markets — with integrity, dignity, and rhythm.
Our Vision
To be the leading pan-African distribution group by 2031 — the bridge between Africa's producers and the world's consumers.
Our Purpose
Every product we distribute is a story told — about a farmer, an artisan, a community. We tell those stories at scale.
🤝
Ubuntu
We build community — between producers, partners, and consumers across Africa and the world.
✨
Authenticity
We champion genuine African products with transparent sourcing and verified origin.
🥁
Rhythm
We move with African energy — dynamic, creative, and consistent in everything we do.
🌱
Impact
Every transaction must improve a life somewhere in our value chain. Always.
⭐
Excellence
World-class quality in product, service, platform, and presentation.
Why NIAM Exists
Africa produces some of the world's most extraordinary consumer goods — groundnut oil pressed in Sénégal, shea butter from cooperatives in West Africa, single-origin coffee from Ethiopian highlands, handwoven Kente from Ghanaian artisans. Yet these products remain largely invisible on the shelves of African cities and completely absent from the homes of the 40M+ African diaspora in Europe and North America.
The problem is not quality. It is infrastructure. It is logistics. It is market access. It is brand positioning. NIAM was created to solve exactly these problems — systematically, at scale, and with the dignity that African producers deserve.
We are the commercial bridge that Africa needs: connecting farmers and SME producers to regional retailers, B2B buyers, and diaspora consumers worldwide through our distribution network, the niam.sn platform, and our brand-building services.
Brand Architecture
NIAM Group
Subsidiary of MSA Group Holding
NIAM Distribution
B2B · Logistics · Wholesale · Export
NIAM Products & Services
Branding · Marketing · Consulting · Design
niam.sn
Multilingual B2C marketplace · EN / FR / Wolof
Our Products
All African-Made. All Categories.
Every product on NIAM is sourced directly from African producers. Look for the 🏴 flag to know exactly where your product comes from.
🫒
🇸🇳
Huile d'Arachide SoNACoS
Sénégal · SoNACoS
Pure cold-pressed groundnut oil from Senegalese peanuts. Rich flavour, traditional recipe. 1L & 5L available.
Food
🌺
🇸🇳
Bissap Concentrate
Sénégal · Biosene
Organic hibiscus concentrate. No additives. Perfect for juices, cocktails, and cooking.
Food
🌾
🇸🇳
Thiébou Yapp Spice Mix
Sénégal · Lionceau
Authentic spice blend for traditional Senegalese rice dishes. Ready-to-cook. 100g & 250g.
Food
🌿
🇸🇳
Shea Body Butter
Sénégal · Dolima
Unrefined, hand-crafted shea butter. Deeply nourishing for skin and hair. 100% natural.
Beauty
🧴
🇳🇬
African Black Soap
Nigeria · Artisan Partner
Traditional black soap with neem, plantain ash, and palm kernel oil. Gentle and effective.
NIAM is both a business and a social mission. We measure success in revenue and in lives improved across our entire value chain.
500+
Farmers & Producers · Year 5
30%
Average Income Uplift · Year 2
80+
Direct Jobs Created · Year 5
40%
Women-Led Producers in Network
50K+
Diaspora Consumers Reconnected
$1.5M+
Revenue to African Economy · Y5
Policy Alignment
NIAM is Built for Africa's Most Important Policy Moments.
Our work directly operationalises the continent's most ambitious trade and food sovereignty frameworks.
AfCFTA / ZLECAf
African Continental Free Trade Area
54 nations · $3.4T GDP · Operational since 2021
NIAM's B2B distribution formalises $10B+ in informal West African food trade (OCDE 2025). Our certificates of origin enable zero-tariff cross-border shipments. Nigeria joined the AfCFTA Guided Trade Initiative in July 2024 — NIAM's Nigeria launch aligns directly with this momentum.
CEDEAO / ECOWAS
West Africa Free Trade Zone (SLEC)
16 member states · Dakar–Lagos–Accra corridor
ECOWAS SLEC is the operational framework for NIAM's Sénégal → Nigeria → Ghana trade corridor. Goods flow freely between our launch markets. ECOWAS maintains free trade with AES member states 'until further notice' (Jan 2025), preserving access.
Accord de Kigali · 2018
AfCFTA Kigali Declaration & Protocols
Free movement · Rules of Origin · Digital Trade Protocol 2024
The Kigali Declaration enables NIAM's multi-country team and operations. The Phase 3 Digital Trade Protocol (adopted Feb 2024) directly enables our niam.sn multilingual cross-border e-commerce model. PAPSS integration allows local currency settlement.
AU Agenda 2063
AU Food Sovereignty Strategy & CAADP
55 nations · Food self-sufficiency · Value chain development
The African Union's Comprehensive Africa Agriculture Development Programme (CAADP) and food sovereignty goals position NIAM as the private-sector distribution arm of African agri-food value chains. We move CAADP-supported farm produce to formal regional markets.
Vision Sénégal 2050
Agenda National de Transformation 2050
NDS 2025-2029 · AgriConnect Pact (World Bank, Feb 2026)
Sénégal 2050 targets food sovereignty and agro-industrial transformation via private sector. The Feb 2026 AgriConnect Compact (World Bank + Sénégal) explicitly calls for private distributors to 'structure agricultural value chains.' NIAM is this partner.
SSA 2025-2034
Stratégie de Souveraineté Alimentaire du Sénégal
MASAE · Sénégal as Sahel food basket by 2050
Sénégal's food sovereignty strategy targets reduced import dependency and local product valorisation. NIAM directly operationalises this — distributing Sénégalais-produced goods nationally, to diaspora corridors, and to export markets.
NIAM is led by an African team with deep roots in distribution, digital commerce, and building businesses across the continent.
F
[Founder Name]
Founder & CEO
Visionary leader driving NIAM's pan-African strategy, investor relations, and key partnerships. Deep expertise in African consumer markets and distribution.
C
Chief Operating Officer
Hiring · Q2 2026
Responsible for logistics, supply chain, and market expansion. Multi-country operations management across Sénégal and Nigeria.
F
Chief Financial Officer
Hiring · Q2 2026
Financial planning, investor reporting, treasury management, fundraising, and compliance across all NIAM markets.
T
Chief Technology Officer
Hiring · Q3 2026
Platform architecture for niam.sn — multilingual e-commerce, mobile payments, data infrastructure, and digital systems.