Alexis de Genouillac, Directeur Général, AVANTI CAMEROUN

They say great businesses solve real problems. But what happens when the problems are baked into the system — where broken infrastructure, supply chain delays, and unstable policies aren’t the exception but the norm? That’s the environment Alexis de Genouillac, the Directeur Général at AVANTI CAMEROUN stepped into — not hesitantly, but with a clear sense of purpose. While most would hold back and wait for better conditions, Alexis did the opposite. He built something right in the middle of it. At AVANTI Cameroon, he’s not just navigating the region’s food distribution landscape — he’s reshaping it to be faster, more resilient, and more people-centered.

Alexis’s connection to the trade world and West Africa began long before AVANTI. He grew up watching his father running trading operations across West Africa. Those early experiences gave him an early understanding of the region’s commercial dynamics. He further deepened his engagement through operations in the collection, production, and export of cashew nuts and peanuts. These experiences offered him firsthand insight into the logistical challenges specific to Central Africa. He knew that the agri-food sector is arguably the most strategic and competitive in the region, which leaves little room for error. But the complexity of successfully executing such operations didn’t push him away — it drew him in. The more tangled the challenge, the more driven he became to understand and solve it. That curiosity, paired with partnerships alongside global rice leaders, eventually turned into something more than a career. It became a mission worth building a company around. All these elements came together to make his journey not only compelling but truly exhilarating.

Balancing Technical Roots with Commercial Ambitions

With a strong foundation in organic crop production and agri-business, Alexis has always approached food distribution as both a technical craft and a commercial pursuit. For him, the two are not separate lanes but part of the same roadmap. He believes that production and logistics are not just operational necessities but strategic levers. “The production and logistics side is strategic, both for the quality of the product we sell to our consumers and for the constant availability of our products in order to maintain continuous visibility in the market. If you master these two areas, your brand becomes credible and increasingly in demand,” he asserts.

The commercial side, he explains, is a natural extension of that foundation. While it comes with its own complexities, Alexis insists that true business growth — particularly for a company like AVANTI Cameroon — hinges on one thing above all: putting people first and never losing sight of the end consumer’s satisfaction.

Staying Agile in an Unpredictable Global Market

According to Alexis, the strength of AVANTI Cameroon’s operations rests on two core pillars: information and responsiveness. With a growing number of digital tools at everyone’s fingertips, customers today are well-informed—tracking global price movements and market shifts in real time. This heightened transparency means that international developments — whether political decisions, economic shifts, or geopolitical tensions — can influence the market almost instantly. Alexis emphasizes that in an industry where each operational cycle spans roughly six months, being able to react swiftly is just as critical as staying informed. “An operational cycle in our field takes about six months, and when you consider that international conflicts like the war in Ukraine or the Middle East, an election such as in the USA, or a political decision like India opening or closing its export market can directly affect the shopping basket of Central African households, the logistical and strategic challenges are constant,” elucidates Alexis. Rather than fixate on any disruption, Alexis focuses on strengthening the company’s ability to move with them.

Firm, Fair, and Fully Accountable: A Leadership Philosophy

Alexis believes that building an efficient, harmonious team is one of the most challenging—and most essential—aspects of leadership. From top-level managers to warehouse handlers, he sees each team member as a vital link in a chain that leads to a strong and sustainable result. For Alexis, leadership isn’t about hierarchy; it’s about accountability. To get the best out of each of his collaborators, he adopts a “firm but fair” approach. “I listen, I’m honest, but I’m also extremely demanding. If I give them 100%, they need to give me back 110. As the architect of this company, I must hold myself to the same, if not higher, standards than those I expect from them,” he shares. For him, leadership is less about titles and more about leading by example and the responsibility to set the tone for everyone else to follow.

The Balancing Act behind the Scenes

Alexis was always told that to succeed in life, one must find success both professionally and personally, and this is by far the greatest challenge anyone can face. But he believes that giving 100% to both areas—and ensuring they don’t clash, or at least not visibly—is the only way forward. He lives and breathes his work, yet makes it a point to stay present for his loved ones. “I follow my children’s academic, emotional, and sporting lives closely, even if I’m not physically there as much as I’d like. Without the unwavering support of my wife, things would be much more difficult. With the huge sacrifices we make, the team we form is the foundation of my development. I owe her a lot,” he adds.

Building a Smarter, Stronger Future for Food Distribution

Forging ahead, Alexis envisions a future where the food distribution ecosystem in Central Africa evolves to match the pace of a rapidly shifting world. As the gap between the region and the rest of the continent—and indeed the globe—continues to narrow, he sees a pressing need to adapt. With the population set to double every 25 years and consumer expectations steadily rising, Alexis believes that the sector must place greater emphasis on marketing, product traceability, and operational transparency.

In a market that remains largely traditional, he sees the need to cut down unnecessary intermediaries across the value chain—both upstream and downstream—without losing control of the process. “It won’t be the strongest who survive, but those who adapt best, the most resilient. We must modernize the activity while respecting the habits of our consumers. Reassure, while also creating desire,” he affirms.

Advice for the Next Generation of Entrepreneurs

Alexis sees the new generation of entrepreneurs as more creative and imaginative than his own. While he jokes that he’s not that old himself, he’s noticed that many young people today grow up in a world that feels overly structured—boxed in by codes, systems, and expectations. But for Alexis, entrepreneurship is about pushing boundaries, not just following them. He encourages aspiring founders to take smart risks, challenge the norms when necessary, and not be afraid to start something of their own. Commitment, respect, and drive are qualities he believes matter just as much as innovation. “Don’t fear failure, we grow and learn from every situation. In this globalized world, no one will hand them success on a silver platter. They must aim to surpass today’s leaders and accept that others will someday surpass them. That’s the life of an entrepreneur,” he concludes.