Riad Beladi Reports
ALGIERS – Kamel Rezig officially took office on Tuesday as Algeria’s Minister of Foreign Trade and Export Promotion, replacing Mohamed Boukhari, who was appointed a day earlier as President of the National Economic, Social and Environmental Council (CNESE) by President Abdelmadjid Tebboune.
The handover ceremony took place at the ministry’s headquarters in the presence of senior officials and representatives from affiliated institutions. Mr Rezig, who previously held the same post from January 2020 to March 2023, brings with him significant experience as a former advisor to the President on trade, supply, and import-export matters. A Doctor of Economics from the University of Algiers, he is no stranger to the challenges of international commerce.
But this time, Algeria’s needs are not merely administrative continuity—they require a bold, strategic shift.
Algeria must set its sights on becoming a major exporter of consumer goods, with Europe—not Africa—as the prime target. While African markets remain important, Europe offers more immediate accessibility, stronger purchasing power, and structured distribution networks. Mr Rezig must deeply understand consumer behaviour in each European country—what they want, how they shop, and how Algerian products can meet those expectations.
Exporting More Than Goods: Exporting Standards
To reach the ambitious target of $20 billion in consumer goods exports within the next five years, Algeria must export not just goods, but confidence. This starts with services that underpin international trade—pre-certification, logistics transparency, traceability, and supply chain integration. Mr Rezig must focus on the mechanisms that make European retail work: distribution structures, central buying offices, and marketing communications. Algeria must speak the language of European business—not just linguistically, but procedurally and culturally.
Understanding the architecture of retail and wholesale in France, Germany, Italy, or the Netherlands is vital. How are products listed in Carrefour? What logistics channels feed Aldi’s shelves? What certifications do Edeka buyers demand? These are the questions that should guide Algeria’s trade mission—not staged events at the Port of Algiers.
A Word of Caution: Cameras Don’t Move Markets
To Mr Rezig—please, leave the cameras behind when a container is loaded for export. The world does not need to see another publicity photo at the port. This does not project strength; it projects novelty. Real power in global trade is quiet, consistent, and measured in results, not photo ops. Public relations exercises around single shipments make Algeria look small. We need institutional maturity, not symbolic fanfare.
Next Steps: Strategy Over Symbolism
Now is not the time for ceremonial announcements but for market-driven strategy. It is time to build long-term partnerships with European distributors, integrate into their supply chains, and ensure Algerian goods meet not only price points but branding expectations and shelf standards.
Algeria’s exports should not be treated as exceptions to celebrate but as flows to sustain. To that end, Mr Rezig must work closely with business federations, logistics firms, packaging specialists, and marketing agencies that understand Europe inside out.
If Algeria can rise to the challenge, it will not only increase its export volume—it will redefine its international trade identity.