Rosmarijn Fens – Six Years of Turning the Impossible into Reality
Rosmarijn's leadership has been defined by making the impossible possible. As we bid her farewell, we took a moment to reflect on six years of impact. In this conversation, Rosmarijn looks back on the defining moments of her time at NABC, the lessons she’s learned, and the legacy she leaves behind.
When Rosmarijn Fens joined NABC in 2018 as Program Manager for Africa Works!, she set a standard for ambition and results. In the years that followed, she shaped the direction of NABC, introducing new focus areas, strengthening partnerships, and leading the organisation through uncertain times with unwavering determination. Whether it was reshaping Africa Works! in 2019, integrating the blue-green sector into NABC’s priorities, or navigating the challenges of the COVID-19 pandemic as Managing Director, Rosmarijn never hesitated to take bold steps forward.
Her leadership has been defined by action. If she set her mind to something, it wasn’t just accomplished – it was done with excellence.
As we bid her farewell, we took a moment to reflect on six years of impact. In this conversation, Rosmarijn looks back on the defining moments of her time at NABC, the lessons she’s learned, and the legacy she leaves behind.
NABC: Looking back on your time at NABC, how do you feel about the journey you’ve taken from Program Manager to Managing Director? What have been the most rewarding aspects of your career here?
Rosmarijn Fens: Looking back on my journey at NABC, I feel an immense sense of pride and fulfillment. Transitioning from Program Manager to Managing Director has been both challenging and incredibly rewarding. It’s been a journey of challenges, growth, leadership, perseverance and continuous learning. One of the most rewarding aspects has been witnessing the impact of our events and activities and seeing how they’ve contributed to strengthened business relations between the Netherlands and Africa. A concrete example is when African companies, as part of a delegation to our flagship event Africa Works!, successfully connect with business partners and explore potential deals, demonstrating the event’s role as a valuable platform for fostering meaningful collaborations.
Moreover, being at the forefront of strategic decision-making and driving the organisation’s vision has been both an honour and a responsibility I’ve cherished. For me, it is not just about achieving business goals; it’s about fostering partnerships and collaborating with different stakeholders. I really loved the different people I have interacted with during my years at NABC: from presidents, ministers and ambassadors, CEO’s from Dutch and African companies to smallholder farmers in Africa and their families. It is the diversity of the people you meet, that opens your mind and gives colour to your life. Then, of course, the team I have worked with over the years at NABC, I was blessed with many talented team members and I have learned from all of them, and I hope they have learned something from me too.
NABC: You’ve been a part of organising and executing several key initiatives, including the Africa Works! conference. Which event or mission stands out to you the most, and why?
RF: This is a difficult choice. I personally enjoy the yearly Ambassadors’ Dinner, as I take pride in how NABC has grown it into a highly anticipated event for both our members and the African ambassadors. I remember we were happy when we could welcome 10 ambassadors in 2019, last year we had 24 ambassadors joining us. It is a very pleasant, energetic event and the atmosphere is always so positive. I am really going to miss being part of it next year! But then Africa Works! – the excitement on the day of the event; will it attract enough visitors? Is the programme rich enough or diverse enough? Is there enough food? Enough time for networking? etc. etc. But then, starting the plenary with a packed main room at the KIT – that gives so much satisfaction!
The same for the first trade mission to Egypt in 2021, we really worked hard on the acquisition and we managed to gather 7 participants, last year we had a Dutch Pavilion with 20 companies and we hardly had to do acquisition. Those results make me happy.
NABC: What are some of your most cherished memories from your time at NABC, both in terms of key professional achievements and personal moments that have had a significant impact during your leadership?
RF: Most cherished memories are too many to mention but wining the RVO tender last year for the execution of all trade missions to and from Africa for the next 4 years felt like getting rewarded for all the hard work and challenges we had overcome during COVID. That moment when we realised that we were selected, yes, that was and still is a cherished memory. A moment that had impact on my leadership (and my sleep!) was when I realised that COVID took so much longer than expected, and that the aftermath had so much more impact on our financial situation than we first thought. At that point, the organisation had to go into survival mode – cutting costs wherever possible, reorganising, relocating offices, and reducing staff. In other words, back to a lean and mean organisation before we could grow again.
NABC: Over the years, how has your view of Africa’s business landscape evolved, and what gives you confidence in the future of trade and investment between Africa and the Netherlands?
RF: First of all, I never like to talk about Africa as it is one country; it is a continent three times larger than Europe with 54 countries. Not every country has the same rate of development, that is logical, that is the same in Europe. Over the years, my view of Africa’s business landscape has also evolved. I see how some countries are becoming a dynamic hub of opportunity and innovation, and I see the change in demand from Africa: they don’t only want to export or import, they want added value done in their countries; investments and job creation is what Africa needs to progress. I’ve witnessed remarkable advancements in sectors like technology, agriculture, renewable energy, and logistics, showcasing Africa’s capacity for innovation and sustainable growth. The entrepreneurial spirit and especially the adaptability of African businesses always inspired me, this is something we in the Western World can learn something from.
I am glad that NABC always has focused on changing that narrative of Africa; from seeing it as a continent of challenges, risks, diseases, and uncertainties, to recognising it as a valuable business partner. I have always emphasised the importance of equal partnerships; good for the Netherlands and good for Africa. I am also proud that NABC always stayed honest: in some areas in Africa, risks and uncertainties are still there and you must be aware of that. Every country in Africa will develop at its own pace but overall, we cannot deny that Africa has an immense potential, driven by its youthful population, rapid urbanisation, and growing middle class.
What gives me confidence in the future of trade and investment between Africa and the Netherlands is the increasing commitment to long-term partnerships built on mutual benefit and respect. Dutch businesses are also recognising the value of co-creation and knowledge exchange, moving beyond traditional trade dynamics. Additionally, the growing focus on sustainable practices and impact-driven investments aligns with Africa’s development goals, paving the way for resilient and inclusive economic growth.
NABC: You’ve seen firsthand the growth and challenges in African markets. How has working with Dutch and African entrepreneurs and businesses shaped your perspective on the continent’s potential?
RF: I believe that together we can do so much. Africa still has enormous challenges to deal with, think about climate change, food security, food waste etc. and in the Netherlands, we excel in solutions and adaptations that deal with the effects of climate change. Same for food security; the Netherlands is still a frontrunner when it comes to climate and water smart agriculture. On the other hand, Africa has important things to offer: being the food basket of the world, but also more and more on the renewable energy side. This interdependence creates the foundation of sustainable partnerships and for sustainable economic growth for both partners.
NABC: In your opinion, what makes Africa such a unique and exciting place for international business and trade, and why will Africa always be a part of your DNA?
RF: People often ask me, “What is it with you and Africa?” It’s hard to put into words. If you love Africa, it’s unconditional – it becomes a part of you and never fades. I’ve reflected on what draws me to the continent. Is it the nature? Absolutely. I’m always in awe of Africa’s breathtaking landscapes, from mountains and beaches to lakes, deserts, and jungles. Or is it the food? Well, that too! After every trip, I bring back a few extra kilos and not just in my suitcase, if you know what I mean…But no, it is not that. It is the people, I am so impressed by the kindness of the people, the hospitality, but also their innovative mind, their entrepreneurship, but most of all, their resilience and their positive mindset. That is what I most like of Africa.
NABC: As you step down as the Managing Director, what advice would you offer to your successor in ensuring that NABC continues to thrive in its mission of bridging business connections between Africa and the Netherlands?
RF: I would say; invest in relationships with our members and stakeholders and listen to what our members find important, they are the core of NABC. Furthermore: look at the positive side of things and be prepared to try things more than once if the first time fails…perseverance pays off. But don’t forget to enjoy: being the Managing Director of NABC is a challenging but a very rewarding job, it takes you to places you have not been before and you will meet people that you would normally not meet, so enjoy the ride!
NABC: Finally, after all the years you’ve spent with NABC, what is one lesson or piece of wisdom you’d like to share with our team, one that you’ve learned through your experiences in facilitating international trade and investment?
RF: If I have to choose one, I would use the quote of Nelson Mandela, that has been my mantra during my time at NABC – “It always seems impossible, until it is done.”
On behalf of the entire NABC team, we reflect with pride and gratitude on all that Rosmarijn has accomplished for the organisation. Through her leadership, she has set an inspiring example of what result-driven, meaningful, and impactful leadership looks like.
Rosmarijn Fens officially concluded her tenure as Managing Director of NABC on the 31st of January 2025. In true Rosmarijn’s fashion, she now channels her energy into running the charming boutique bed and breakfast, La Ruta Naranja, a peaceful retreat situated between Valencia and Alicante in Spain. As of the 1st of February, Ms. Núria Vlonk Cunha Soares has assumed the role of Acting Managing Director of the NABC.