#firstexport

By Joseph Bassey Nsek

Every business has a moment it never forgets.

Sometimes, it’s the day the first sale hits your books. Or the day your team outgrows the cramped office and moves into a space that finally feels like… something. For us at Amel International Services Limited, one of those unforgettable moments came packed into a 20-foot shipping container, bound for a customer thousands of kilometers away. Our first-ever international bulk shipment.

I remember it vividly—not because it was flawless, but because it wasn’t. That container symbolized more than just product moving across borders. It was a declaration: that Nigerian-made consumer goods could compete globally. That what we were building here wasn’t limited to the neighborhood market or the regional supermarket chain. We had something bigger to say. And for once, the world was listening.

Let me take you back.

The Build-Up

At the time, we were already producing at reasonable scale for local distribution—custard powders, cocoa drink mix, corn flour, baking ingredients. Sales were steady, the market was responding well, and we were growing incrementally.

But the question started popping up in meetings, slowly at first: “What would it take for us to export?”

There wasn’t a clear answer. Nigeria’s FMCG sector has long been inward-looking. Between regulatory hurdles, port congestion, currency volatility, and limited trade agreements that benefit small manufacturers, it just seemed… easier to stay local.

But staying local has its ceiling.

One day, a distributor based in the UK reached out via a mutual contact. They’d heard of our cocoa product through a relative who visited Nigeria. They wanted to carry a Nigerian hot cocoa brand on their shelves. They were testing several options and asked if we’d be willing to send samples.

We said yes. That “yes” set off a chain of events we weren’t fully prepared for—but desperately needed.

The Learning Curve

Exporting, we quickly learned, is a different ballgame.

Formulations had to meet different food safety standards. Packaging had to withstand longer transit times and different temperatures. Ingredient traceability and documentation had to be airtight.

Then came the red tape—export permits, customs classifications, shipping declarations, NAFDAC clearance, labeling requirements. You’d think we were shipping rocket parts, not cocoa mix and custard powder.

There were moments when it felt like it wasn’t worth it. Delays piled up. Freight costs surged. We nearly lost the customer once due to a miscommunication on lead time.

But something kept us going. Maybe pride. Maybe stubbornness. Maybe both.

Eventually, with the support of our small but mighty team, we secured the documents, updated our packaging line, loaded the container, and locked the doors on what felt like the future.

I watched that truck drive out of our compound with a strange mix of nerves and awe. I think we all stood there for a second longer than usual.

The Arrival

Weeks later, we received a message from the distributor: “Goods received in excellent condition. Products cleared. Initial sales strong.”

That was it. That one sentence made it real.

Our Amel Susan-branded packs—born in our factory here in Nigeria—were now sitting on shelves in the UK. Purchased by people who had never heard of us, never seen our faces, but chose us anyway.

That shipment didn’t make us rich. In fact, it barely broke even. But it cracked open a door. It changed how we saw ourselves. No longer just a local FMCG brand. We were exporters. We were participants in global commerce.

And more importantly, we were representing Nigeria on a shelf far from home.

Why It Still Matters

Today, we’ve completed many more international shipments. We’ve expanded to neighboring African countries, explored Middle Eastern markets, and even initiated talks with buyers in North America. But that first shipment? It remains a symbol of what’s possible when determination meets opportunity.

It taught us how to adapt our systems. How to listen to feedback from a totally different market. How to anticipate challenges instead of reacting to them. And most of all—it reminded us that Nigerian products deserve a place in the global conversation.

Which is why I’m especially proud that Amel International Services Limited has been nominated for the 2025 Go Global Awards, taking place in London this November 18–19. Hosted by the International Trade Council, this isn’t just a ceremony. It’s a coming-together of some of the world’s most forward-thinking business minds. A chance to learn, to collaborate, and to represent our corner of the world with dignity and ambition.

To think that our first bulk shipment started all of this—it’s humbling.

A Word to Fellow Entrepreneurs

If you’re running a small business in Nigeria—or anywhere in Africa—you’ve likely felt that same pull toward expansion. That urge to see your product somewhere outside your local zone. Maybe you’ve hesitated, unsure if your systems can handle it, or if the world even wants what you have to offer.

Here’s what I’ll say: it won’t be easy. You will doubt yourself. But that doesn’t mean it’s not worth it.

Start small. Talk to someone who’s done it. Learn what the documentation process really looks like. Think about shelf life. Be honest about your readiness—but don’t let fear masquerade as “caution.” The path isn’t clear-cut. But if we could do it, so can you.

That first shipment isn’t just a box of goods. It’s a stake in the ground. It’s a signal—to yourself and to others—that you’re ready to be part of something larger.

Final Thoughts

Today, I walk past our shipping area and smile when I see pallets stacked and sealed, bound for new destinations. But nothing quite compares to that first container. The excitement. The panic. The quiet pride.

It taught us that exports aren’t just for multinationals with deep pockets. They’re for Nigerian businesses with deep commitment.