22 Jan Interview with Joe Barbar, Founder and CEO of Afropa, Liberia
Can you give us an overview of Afropa’s main products and brands, and how they contribute to its market position?
Afropa is the parent company of multiple businesses spanning FMCG trade and manufacturing, automotives, and real estate. Under Liberty Investment, which we acquired in 2017, we produce high-quality bottled water and carbonated soft drinks for the Liberian market. In just six years, we grew production capacity from 3,000 bottles per hour to 70,000 today.
We produce world-class beverages in Liberia without compromising on quality. Value addition through local production rather than imports is central to our strategy and is what positions us as market leaders.
The $20 million partnership with IFC is a major milestone – how will this financing strengthen your operations in Liberia and support the refurbishment of your bottling plant in Sierra Leone?
The $20m IFC investment was instrumental in our expansion project. The long-term debt facility allowed us to expand our existing operation in Liberia and establish a state-of the art operation in Sierra Leone. We have been able to create more jobs in the process (both direct jobs and indirect jobs) in both countries.
How does Afropa plan to ensure that this expansion translates into tangible benefits for local communities, particularly in underserved areas?
Our locally produced water ensures greater access to affordable, clean drinking water. A few years ago, most bottled water in Liberia was imported and expensive. Our state-of-the-art factories provide high-quality filtration and clean water for local communities.
We distribute our products using large branded trucks across Liberia and Sierra Leone, and we also supply partners and distributors with tricycles to reach dense or hard-to-access areas in Monrovia and other parts of the country.
How important is Afropa’s solar panels for reducing your carbon footprint and dependence on fossil fuels, and how could it serve as a model for the regional beverage industry?
Access to reliable and cost-efficient energy is a major challenge in Liberia, Sierra Leone, and much of West Africa. Solar integration reduces energy costs and our carbon footprint. We plan to expand solar across all our ventures in the food and hospitality industries. In addition to our beverage facilities in Liberia and Sierra Leone, our hotel in Monrovia is being designed to maximize solar energy use.
With this initiative expected to generate over 1,000 permanent Jobs, what is Afropa’s strategy for workforce development and training programs?
We hired product managers who previously worked for leading global beverage companies and brought them to Liberia to train local staff, and we’re doing the same in Sierra Leone. Developing human capital is very important to us, and it is reflected in our skilled and committed local workforce.
IFC will assist Afropa in implementing ISO 22000-compliant food safety systems and waste management – how do these initiatives align with your vision for environmental responsibility and operational excellence?
We aim to maintain world-class standards, so ISO certification was a natural next step. IFC’s team was impressed during their visit, and many of our practices already meet ISO standards. Their support will give us an official seal of approval for quality, which we value greatly.
As Afropa expands across borders, what challenges and opportunities do you anticipate in harmonizing production, distribution, and regulatory compliance between Liberia and Sierra Leone?
The proximity of both countries allows us to test products developed in one market in the other. However, for long-term economic and environmental sustainability, local production must eventually take over to allow brands to grow.
Given Liberia’s efforts to improve water access and encourage private sector participation, how does Afropa contribute to the country’s broader economic and social development goals?
I was born in Liberia and have seen the country shift from peace and prosperity to civil war and the need to rebuild. Liberia is moving from import reliance to developing local industries, and we contribute by establishing the largest, highest-quality beverage company focused on affordable bottled water. We are also creating significant direct and indirect jobs in both Liberia and Sierra Leone.
How does Afropa’s diversification beyond beverages into hospitality fit within your growth strategy, and what opportunities do you see for further investment?
Afropa Realty manages residential and commercial properties, including Sea Suites, which offers over 50 serviced apartments in central Monrovia. Its success inspired the Four Points by Sheraton, Liberia’s first internationally branded hotel. Across all ventures, our focus is on delivering high-quality products and services in underserved markets – whether bottled water, soft drinks, or hospitality.
What is your final message for our readers of USA Today?
We are committed and excited to serve customers in Liberia and Sierra Leone. Afropa has made a clear impact, and this is an exciting time to do business here. We look forward to contributing to the economic and social development of both countries.