Eight women entrepreneurs from Cameroon and Togo transformed their participation at Salon Promote 2026 into new partnerships, investor connections, and market opportunities, demonstrating the power of strategic business support and regional networking.
From 12 to 21 June 2026, eight women entrepreneurs supported by the Investing in Young Businesses in Africa – Women Entrepreneurship for Africa (IYBA WE4A) programme participated in Salon Promote 2026, one of Central Africa's largest trade and business fairs, held in Yaoundé, Cameroon.
Exhibiting from the European Union Pavilion, the entrepreneurs showcased innovative products and services ranging from organic herbal teas and sustainable fashion to renewable energy solutions, digital marketplaces, green construction services, and charcoal produced from agricultural waste. Throughout the event, they connected with buyers, distributors, investors, and business support organisations while raising the visibility of women-led businesses across the region.
Turning preparation into opportunity
One of the week's highlights was Investor Day, organised through the EU Matchmaking Programme. Equipped with investor-readiness coaching provided by IYBA WE4A ahead of the event, the entrepreneurs pitched their businesses to leading finance institutions, including Fako Capital, Lofty Inc, Digital Africa, GET Invest, and Cowater.
The preparation paid off. Entrepreneurs left the sessions with follow-up meetings, financing discussions, and valuable feedback to strengthen their investment propositions.
The delegation also participated in the German–Cameroonian Business for Development Forum and an African Continental Free Trade Area (AfCFTA) workshop, gaining practical insights into regional trade, access to finance, cross-border business expansion, and market opportunities across Africa.
Real business results
The impact of the fair extended well beyond exhibition stands.
- Natuthé Sarl engaged more than 195 visitors and established 75 high-potential business contacts, including suppliers, distributors, equipment providers, and customers.
- Yokoumi sold out its products during the exhibition and opened discussions with distributors and hospitality-sector partners.
- WaziEats expanded its business network from around 1,000 to more than 5,000 partners, while securing new strategic partnerships.
- WeeY was recognised as an energy leader during the event and gained national media exposure.
The experience was equally valuable from the entrepreneurs' perspective.
"Yes, absolutely worth it. PROMOTE gave me visibility, real partnerships, and business opportunities I couldn't get anywhere else." Harist Berinyuy, Founder of JODA Services, reflected on the value of participating in the fair.
For Adedje Kossiwa Delali, Founder of Yokoumi, the response from customers exceeded expectations. "I didn't go home with my products—by the last day, people were fighting over them."
Meanwhile, Olga Yanda, Founder of WaziEats, highlighted the networking opportunities created through the event."We arrived with 1,000 partners and came away with more than 5,000. The event really accelerated our network's growth."
Building businesses beyond the fair
For IYBA WE4A, participation in Salon Promote 2026 was about more than exhibiting products. It formed part of a broader effort to connect women entrepreneurs with markets, finance, knowledge, and strategic partnerships that support long-term business growth.
By the close of the event, the entrepreneurs had secured new customer leads, explored investment opportunities, initiated distribution partnerships, and strengthened regional business networks—demonstrating how targeted support can help women-led businesses unlock new opportunities across Africa.
