Let’s continue, shall we?
Day Four: The Great Jollof Wars (My Culinary Awakening)
As someone who had never tasted Jollof rice before (I know, I know), Day Four was about to be educational in the most delicious way possible.
The African Jollof Wars featured Ghana, Senegal, Suriname, and Nigeria, and the energy was electric.
I thought Cole had big energy, but the Nigerians were on another planet entirely—cheering, dancing, hyping up their dish like it was the World Cup final.
The twist? We, the public, were the judges. After tasting each version (and developing an instant Jollof addiction), we cast our votes. The winner? Senegal Jollof! Chef lesateliersdeiba represented with such skill, you could taste the love in every grain.
There was also a surprise Unity Jollof by Chef Eros, which felt beautifully symbolic of what the entire fair represented.
So far, IATF had been a true testament to nothing unites people like good food and good music.
The day ended with a fashion show at the CANEX Pavilion featuring designers from across the continent—Haciba from Algeria, Ladymaker from Nigeria, Kibonen Nfi from Cameroon, Winston Leather, Makeba, Asantii from Rwanda, and more.
But let me tell you something: if there are people who know how to dress, it’s Nigerians and South Africans. They brought their absolute A-game to this trade fair. The outfits were serving looks that could stop traffic.
I was so inspired that I ended up getting myself a Nigerian outfit, influenced by Cole of course! Sometimes peer pressure leads to the best fashion decisions.
Day Five: Business, Wisdom, and Rai
The day started with actual business sessions , and I got to witness some of the $48.3 billion in deals that were being signed throughout the week. Watching entrepreneurs from different countries find each other, recognizing mutual needs and opportunities, was like watching puzzle pieces click into place.
But the highlight was a side chat with former President Obasanjo. Listening to his insights about African unity, about how “we belong” and “we all have unity. Unity of match,” felt like getting a masterclass in continental politics and economics from someone who had lived through decades of Africa’s journey toward integration.
The day ended with a live performance by Rai folk dancers, and I’m officially converted to Algerian music. There’s something about those rhythms that bypasses your brain and goes straight to your soul. The dancers moved with such passion, such connection to their heritage, that you could feel the history and culture pulsing through every movement.
I also met some lovely Algerian girls who wanted a few photos with me. And you know me, I can never miss a photo moment. 😄
Day Six: Pitches, Passports, and Perfect Connections
The AU Youth Start-Up section was pure gold for someone like me who’s constantly working on pitches and presentations. The training on pitch-making was comprehensive, practical, and exactly what I needed. Getting that knowledge directly from experts who had helped fund billion-dollar ventures felt like finding treasure in the most unexpected place.
Later came the media sensitization session, where we learned about the broader implications of what we were witnessing. The $2 billion facility announced for sub-sovereign governments, the new policies around special economic zones, the shift from centralized to decentralized development planning—it all started to paint a picture of a continent that was serious about rewriting its economic story.
Getting my Intra-African Trade Fair passport stamped felt wonderfully official. They had created actual passports for the event, complete with stamps from different pavilions and countries. It was a small detail that made the whole experience feel more like a journey than just a conference.
Through Judy, I got to meet incredible powerhouses, and the conversations reminded me why I loved working with Cole and Judy so much.
They were incredibly supportive—if you needed help with an interview or needed to bounce ideas off someone, they were there without hesitation. We worked as a team, but everyone got space to focus on their individual strengths and passions. It’s the kind of professional relationship that feels more like family.
Day Seven: When Time Flies and You’re Not Ready
The final day always hits different. You keep asking where the time went and wishing there were more days. There was a long queue at the entrance, but ladies had their own line that moved much faster. I learned that Algerians really value their women—I’m not sure if it’s part of Muslim culture generally, but it was a beautiful thing to witness.
Before the closing ceremony, our media team received certificates and African Press Medals from the National Organisation of Algerian Journalists. Holding that medal felt like validation for all the stories we’d told and connections we’d helped illuminate.The ceremony was bittersweet—celebrating incredible achievements while acknowledging this magical week was ending. The numbers were staggering: $48.3 billion in deals, 112,000+ participants from 132 countries, countless connections made.
Evening Rituals and Lasting Magic
Here’s something special about Algiers: the city comes alive in the evening. That’s when families stroll down boulevards, young people gather in cafes, and the energy shifts from business to pure celebration of life.
Most nights, Judy, Cole, and I would end our days with walks through Algerian streets, trying local foods from this little shop that became our unofficial headquarters. And another thing, bread was always in plenty in Algiers. I also can’t stop thinking about their tea.
Those walks became our sacred ritual, our way of processing everything while soaking in the local culture.
And just like that, it was time to say goodbye and head home.
The Bigger Picture
There’s so much more I wish I could capture in words—the conversations that changed my perspective, the small moments of connection that felt huge, the way the entire experience reinforced my faith in what’s possible when Africans come together with purpose.
This wasn’t just a trade fair; it was a celebration of what we can achieve when we choose each other, when we invest in each other, when we believe in each other. Watching $48.3 billion in deals get signed wasn’t just about economics—it was about hope made tangible.
I prayed for this trip, and I got so much more than I asked for. Sometimes the universe answers your prayers by giving you exactly what you need, wrapped in experiences you never could have imagined.
Here’s to answered prayers, colored braids that start conversations, friends who support your dreams, and cities that come alive at sunset.
*A recap is available on Jacky Muraba on IG, under the highlight IATF2025
