The Africa Goodnest platform introducing made-in-Africa brands to the world was borne during the global pandemic. Ironically, even as the world separated to observe social distancing, it also brought us closer together. International conferences that had been out of reach, suddenly became accessible online; connections that were an ocean away, extended a virtual hand; relationships that had seemed unfeasible, became warm video collaborations.

One such collaboration that I am proud of is with TIG Brands based in California. TIG Brands is parent to the eTardigrade Program created to help emerging natural brand companies become nimble, capital resilient and efficient much like the tardigrade in its logo. Tardigrades are microscopic creatures, practically indestructible that can survive decades without food, live at sub-zero temperatures or well above boiling, and withstand highly pressurized environments and doses of radiation that would obliterate humans. They are born to survive.

Ghanaian educator Anis Haffar wrote that African companies should aspire to emulate camels and not unicorns, which are lovely but rare. Camels, on the other hand, are sturdy, able to withstand difficult times, and do not require a lot of resources. They are also more practical in the African context with our unique challenges and huge problems to solve. On this continent we need resilience and creativity to usher in jobs, wealth and opportunity.

The concept of building a stubborn tardigrade brand with camel-like resourcefulness is compelling, particularly in this season. For Africa Goodnest, this is a time and opportunity for us to set our roots, stretch and grow into the seasons to come.