How seven German companies explored Nigeria as a production and partnership hub, and what their experience means for your market entry strategy.
In February 2026, a business delegation from the German federal state of Rhineland-Palatinate(Rheinland-Pfalz) travelled to Lagos, Nigeria, for a week of intensive business-to-business meetings. The delegation, led by Dr Joe Weingarten, Head of Department for Foreign Trade at the Ministry of Economic Affairs, Transport, Agriculture and Viniculture of Rhineland-Palatinate, included seven German small and medium-sized enterprises from sectors spanning wine production, steel manufacturing, concrete manufacturing, medical equipment, and hand tools.
This visit marked Rhineland-Palatinate’s first formal economic engagement in West Africa. africon, was entrusted to identify suitable Nigerian business partners and organise the delegation’s B2B meeting programme on the ground.
Why Nigeria, and why now?
Nigeria is Africa’s most populous country, and Lagos alone is one of the continent’s fastest-growing economic centres. Trade between Rhineland-Palatinate and Nigeria already exceeds 1.5 billion euros, making Nigeria the state’s fourth-largest African trading partner after Egypt, Algeria, and South Africa. At the federal level, bilateral trade between Germany and Nigeria reached approximately 3 billion euros in 2024.
Yet what makes this delegation different from many trade missions is the underlying message: Nigeria is no longer seen merely as a marketplace for German exports. As Dr Weingarten put it during a press conference at the German Consulate General in Lagos, the era of viewing Nigeria solely as an export destination is over. International economic policy today means cooperation, production on both sides, and trade that delivers positive results for both sides.
This shift in perspective, from export market to production and partnership hub, was the defining theme of the entire delegation week.
The delegation: seven companies, five sectors
The seven participating companies from Rhineland-Palatinate represented a cross-section of the German Mittelstand, the backbone of the German economy:
• ASSYX GmbH & Co. KG (concrete manufacturing / composite base plates)
• Fritz Stephan GmbH (medical ventilation equipment)
• Gebr. Loosen GmbH (premium Riesling wine, Weingut Dr. Loosen)
• SSG Schaaf Steel GmbH (steel construction and engineering)
• Weingut Oekonomierat Lind (organic wine production)
• Weinhaus Hauck GmbH & Co. KG (wine production)
• Wolfcraft GmbH (hand tools and DIY products)
Rhineland-Palatinate is home to global names such as BASF, Boehringer Ingelheim, and BioNTech, but the true strength of the German economy lies in its specialised SMEs. Nearly 70 per cent of all German wine is produced in Rhineland-Palatinate, which explains why three of the seven delegation members were wineries. The state’s GDP stands at roughly 185 billion euros, and 60 per cent of its electricity comes from renewable sources.
Daniel Krull, German Consul General in Lagos, underlined the long-term nature of German business engagement. German companies take their time before entering new markets, he noted, but once they commit, they stay. He also announced that several additional German business delegations are planned for Nigeria in 2026, covering sectors such as agri-food, ICT, solar energy storage, construction, and infrastructure.
africon’s role: organising the B2B meeting programme
africon was entrusted to organise and facilitate the entire B2B meeting programme for the delegation. In total, the africon team identified suitable Nigerian business partners and coordinated a comprehensive series of B2B meetings during the week-long visit.
The africon team on the ground was led by Aneth Herman, Principal at africon, who managed the day-to-day coordination of the delegation programme in Lagos. She was supported by Yeni Fowotade (Principal) and Taiwo Kehinde (Consultant), both members of africon’s Nigeria-based team, who played a central role in partner identification and meeting facilitation. Marc Zander, Founder & CEO of africon, provided overall strategic direction for the engagement.
This combination of local presence, deep market knowledge, and established networks to Nigerian companies is what enabled the delegation to move beyond introductory conversations and into substantive, results-oriented discussions from day one.
3 Key learnings for German companies looking to enter the Nigerian market
Drawing on the experience of the delegation week and the insights gathered across numerous meetings with Nigerian counterparts, three key learnings stand out for German SMEs considering Nigeria:
1. Position Nigeria as a production and partnership hub, not just an export market
The most important mindset shift for German companies entering Nigeria: stop thinking of the country solely as a place to sell products. Nigeria offers significant potential as a location for local production, joint ventures, and long-term industrial partnerships. German officials at the delegation explicitly encouraged companies to explore production partnerships, pointing to historical examples of German brands that were previously assembled in Nigeria. For sectors like construction, energy, and industrial manufacturing, co-production models can unlock market access that pure export strategies cannot.
2. Partner with suitable local partners to navigate the Nigerian business environment
Nigeria’s market is large, dynamic, and complex. Regulatory frameworks, logistics, distribution networks, and customer expectations differ significantly from European markets. The delegation experience confirmed that finding and partnering with the right local partner is not optional; it is essential. A strong Nigerian partner provides market intelligence, regulatory guidance, and the trust-based relationships that business in Nigeria depends on. Companies that try to enter alone face higher costs, longer timelines, and greater risk.
3. Focus on building a long-term strategy with local partners
Short-term, transactional approaches rarely succeed in Nigeria. The companies in the delegation that generated the most productive conversations were those that came prepared to discuss long-term collaboration, not just one-off sales. German companies should invest in building relationships with their Nigerian partners over multiple visits and sustained engagement. As Consul General Krull emphasised, Germany believes in a bottom-up approach: start at the business-to-business level, build trust, and let institutional frameworks follow. This patience and commitment are what distinguish successful market entries from failed ones.
Renewable energy: a key area for future cooperation
A central pillar of the delegation’s discussions was renewable energy. With 60 per cent of its electricity generated from renewables, Rhineland-Palatinate brings practical expertise in managing intermittent energy supply within an industrial economy. Dr Weingarten stressed that the opportunity is not limited to hardware such as solar panels or wind turbines. It extends to the technical and economic systems needed to ensure reliable, decentralised energy supply around the clock. For Nigeria, where energy access and reliability remain critical challenges, this expertise represents a significant opportunity for partnership.
Media coverage
The delegation attracted coverage from several Nigerian media outlets, reflecting the significance of the visit:
• BusinessDay: German Rheinland-Pfalz Eyes Nigeria for Production, Renewables Push
• Arise TV: German State of Rhineland-Pfalz Targets Deeper Economic Ties With Nigeria
• Patriotic Insights: Germany Eyes Strategic Renewable Energy, Industrial Partnerships With Nigeria
• Nigerian Mirror: Germany Seeks to Deepen Economic Ties with Nigeria
• Nigeria Housing Market: Germany Eyes Stronger Economic Ties with Nigeria
What this means for your business
Nigeria’s combination of a large and growing population, increasing infrastructure demand, and a government actively seeking international partnerships makes it one of the most compelling markets in Africa for German SMEs. But market entry requires more than a good product. It requires local knowledge, trusted partners, and a long-term commitment.
africon’s team on the ground, in combination with a strong network to local companies and ministries, can reduce time, costs, and risk for your growth strategy in Nigeria and across Africa.
If you are considering expanding into the Nigerian market or exploring partnerships in West Africa, get in touch for a confidential discussion: info@africon.de
