Racines, the ethnic grocery store of Sub-Saharan Africa and the Indian Ocean

Racines, l’épicerie ethnique de l’Afrique Sub-saharienne et de l’Océan Indien / Racines, the ethnic grocery store of Sub-Saharan Africa and the Indian Ocean

RACINES was built on enabling members of the sub-Saharan African and Malagasy diaspora to have access to the products they consume “at home”. Racines has grown gradually over the years, reaching a turnover of 22 million euros in 2020.

In 1987, more specifically in Togo,  RACINES wrote the first pages of its history, through the creation of a

gari (fermented cassava semolina) production workshop. Hand in hand with CIRAD (Centre for International Cooperation in Agricultural Research for Development), Racines then attempted to promote this traditional product, to structure and enhance the local sector and to reduce the arduousness of manual labor.

Over the decades, and well beyond its distribution activities, Racines has developed genuineexpertise in African and Indian Ocean products. It helps structure supply chains, provide outlets for agricultural products, and build trusting relationships with its many partners in the field. This expertise in creating agrifood ecosystems has led to the creation of its own brands: RACINES, RACINES BIO, MATAHI, TROFAI, VILLAGEOISE, STARLING, and BONMAFE,  to offer quality products from short and perfectly controlled supply chains, from field to fork.

In 2018, Racines began the process of certifying our Fair for Life (FFL) products. In

2021, 10 sectors were certified: Hibiscus, Plantain, Cassava, Sweet Potato, Turmeric, Pineapple, Guava, Passion Fruit, Mango, Papaya. In order to guarantee the authenticity of its products, Racine has set up workshops in the countries, sometimes even directly in the fields where they are cultivated: in Senegal, Benin, Madagascar.

To facilitate the movement of the products it distribute and to apply European food standards, it  established the RACINES headquarters in Montpellier. Located in the heart of Agropolis, RACINES participates in research and development programs for the development and improvement of food products from Africa and the Indian Ocean.

"As major players in the culinary culture of Africa and the Indian Ocean, we are the guarantors of the transmission of these traditions. A responsibility of which we are proud."

Opinion:"Racines", an opportunistic company tapping on Africa's culinary tradition and food heritage?

The perception of Racines as opportunistic stems first from the imbalance between its stated mission and its business practices. While the company emphasizes its role in providing diaspora communities with familiar foods and preserving culinary traditions, its operations are largely profit-driven. 

By positioning itself in Montpellier and aligning with European food standards, Racines primarily caters to European consumer markets and regulatory frameworks rather than fostering equitable partnerships with African producers. This strategic positioning can be seen as a way to legitimize and commercialize African and Indian Ocean food products under a European lens, with limited attention to fair trade or reinvestment in the regions where these traditions originate.

Secondly, Racines benefits from the symbolic capital of African heritage without necessarily acknowledging or sharing value with the communities who created and sustain these food cultures. The African diaspora often perceives this as cultural and economic extraction: while their traditions provide the foundation for Racines’ business, the ownership, branding, and economic gains remain concentrated in Europe. For many, the company’s narrative of "heritage preservation" appears more like marketing rhetoric than a genuine commitment to empowering African producers, improving livelihoods, or reinvesting in food systems back home. The resulting disconnect erodes trust and reinforces suspicions of opportunism.

Finally, there is a broader historical context of exploitation that shapes this perception. Africa’s agricultural products and culinary heritage have long been appropriated, commodified, and repackaged for external profit. In this light, Racines’ activities are interpreted not as a unique case of diaspora service but as a continuation of structural inequalities in global food trade. By situating itself as the gateway through which African food heritage is accessed in Europe, Racines is perceived to be monopolizing and profiting from cultural roots that belong to communities still marginalized in global markets. For members of the African diaspora, this dynamic underscores the sense that their cultural traditions are being capitalized upon without meaningful reciprocity.