Corine Sobela’s Journey with AFI Épicerie

Corine Sobela's Journey with AFI Épicerie

CanadianSME Small Business Magazine interviewed Corine Sobela, the visionary owner of AFI Épicerie in Longueuil, Québec, renowned for its African and Island/Caribbean delicacies. Corine detailed her entrepreneurial odyssey leading to the store’s inception and its niche specialization. A proud recipient of the Emerging Black Entrepreneur Award at the Rock My Business Start-Up Awards, she discussed how this accolade and her association with Futurpreneur’s program have influenced her business mindset. Corine has ambitious plans to reinvest the award funds to uplift customer experience, boost AFI Épicerie’s online footprint, and introduce strategies for customer retention. Acknowledging the RBC Foundation’s role in fostering Canadian youth, she emphasized how initiatives like Rock My Business, in tandem with Futurpreneur, are revolutionizing opportunities for budding Canadian entrepreneurs.

I was born in Bangui, Central African Republic, and had the privilege of living in several African countries, immersing myself in the myriad flavors of the continent’s cuisine. At the age of 18, I embarked on university studies in France, specializing in the field of retail management and business administration. During this period, I also held various student jobs, ranging from banking to caregiving and customer service, which allowed me to gain diverse experiences.

My travels and experiences as a childcare provider, along with my work in the education sector, helped shape my understanding of people’s needs and the value of customer service.

At the age of 24, I immigrated to Canada, where I continued my studies at HEC Montreal, earning a certificate in financial management. My professional journey then led me to the administrative field, where I climbed the ranks and held various positions related to administration, accounting, management, and customer service. I accumulated over 15 years of experience in this field, thereby developing strong skills.

However, my true passion lies in entrepreneurship and finance. That’s why I founded AFI Épicerie, with a mission to promote and share the richness of African and Caribbean cuisine by offering quality and authentic products to our customers. In a modern and welcoming setting, we strive to create an exceptional experience for our customers, catering to their culinary needs and preferences.

Our goal is to become the preferred destination for all enthusiasts of African and Caribbean cuisine, while also making a positive impact on our community. Our vision extends beyond mere business transactions. We aspire to create a friendly meeting place where the community can gather, exchange ideas, share recipes, and celebrate the cultural diversity of Africa. By embodying this vision, our company hopes to contribute to the enrichment of African culinary heritage and leave a positive impression in the hearts of our customers.


Can you share the key moments and insights from your entrepreneurial journey that led to the establishment of AFI Épicerie, and its specialization in African and Island/Caribbean food products?

Here are the key moments and insights from the entrepreneurial journey that led to the establishment of AFI Épicerie and its specialization in African, Island, and Caribbean food products:

  • Initial Inspiration: AFI Épicerie’s entrepreneurial journey began with the inspiration of its founder, Corine. She noticed a lack of grocery stores specializing in African, Island, and Caribbean food products in her community on the South Shore. This gap was the starting point for her idea to create a modern and well-organized grocery store to address this need.
  • Personal Experience: Corine had personal experience with African and Island cuisine, which motivated her to share this passion with her community. She understood the importance of quality food products and the authenticity of flavors in African and Caribbean cuisine.
  • Market Analysis: Before launching, Corine conducted a thorough market analysis. She identified potential demand for high-quality exotic food products, as well as for ready-to-eat meals, artisanal products, and cosmetics associated with these regions.
  • Vision of a Unique Experience: AFI Épicerie’s vision was to create much more than just a grocery store. Corine wanted to offer a modern and authentic shopping experience where customers would feel welcome and could discover new flavors and recipes.
  • Careful Product Selection: One of the keys to AFI Épicerie’s success was the careful selection of products. Corine strived to provide authentic food products, from spices to fresh items, including deliciously prepared meals and artisanal goods. This attention to detail allowed the grocery store to stand out.
  • Passion and Commitment: Throughout her entrepreneurial journey, Corine was driven by her passion for African and Caribbean cuisine. This commitment to quality, authenticity, and customer satisfaction was fundamental to AFI Épicerie’s success.

By combining these elements, AFI Épicerie was born as a grocery store specializing in African, Island, and Caribbean food products, offering a unique and inspiring shopping experience for lovers of exotic cuisine. Corine’s determination and market understanding were the driving forces behind this thriving business.

RBC Canada Small Business

Winning the only Emerging Black Entrepreneur Award at the Rock My Business Start-Up Awards must have been a momentous occasion. How do you feel this recognition and affiliation with Futurpreneur’s Rock My Business program has shaped your business perspective?

Receiving the Emerging Black Entrepreneur Award at the Rock My Business Start-Up Awards was indeed a significant milestone for AFI Épicerie. It was a moment of pride and validation for our hard work and dedication. Being recognized in this way has had a profound impact on our business perspective.

Firstly, being affiliated with Futurpreneur’s Rock My Business program provided us with valuable resources and support. Secondly, this recognition has boosted our confidence and motivation. It reinforced our belief that we are on the right path and that our business concept is not only innovative but also relevant to our community. It encouraged us to continue pursuing excellence in what we do.


You’ve expressed plans to invest the award amount in essential equipment and resources for AFI Épicerie. Can you elaborate on how these enhancements will elevate the customer experience and further your mission?

Investing the award amount in essential equipment and resources holds great significance for AFI Épicerie. These enhancements will have a significant impact on the customer experience and support our mission to promote and share the richness of African, Caribbean, and Island cuisine.

We will invest in interior design, signage, and other elements that will make visiting our grocery store even more enjoyable for our customers. Our aim is to create a space where the exotic flavors of Africa, the Islands, and the Caribbean combine with a pleasant shopping experience.

we plan to improve our ready-to-eat meal preparation services. Modern equipment will enable us to expand and diversify our menu, providing customers with a wider variety of delicious and convenient dishes. This aligns with our goal of offering a comprehensive and convenient culinary experience that our customers can enjoy at any time.

Corine Sobela's Journey with AFI Épicerie

Marketing is pivotal for a business’s growth and visibility. How do you envision the funds enhancing AFI Épicerie’s online presence and what strategies are you excited to implement to attract and retain your customer base?

The funds we received through the Emerging Black Entrepreneur Award will be essential for strengthening AFI Épicerie’s online presence and implementing effective marketing strategies.

Firstly, we plan to expand our website and make it more user-friendly and informative for our customers. This will include detailed product descriptions, and an online ordering system for our ready-to-eat meals. 

Next, we will invest in online marketing, including social media, paid advertising, and influencer marketing. We are excited to create engaging content that highlights the diversity of our products, shares culinary stories, and showcases our commitment to quality and authenticity. We aim to build an online community of exotic cuisine enthusiasts and encourage our customers to share their own experiences and recipes.

Finally, we will work on customer loyalty programs, including special offers, loyalty cards, and online events. We believe that the key to attracting and retaining our customers is to offer them a unique experience and make them feel part of the AFI Épicerie family.

Corine Sobela's Journey with AFI Épicerie

The support from the RBC Foundation and its commitment to preparing Canadian youth for future jobs is commendable. How do you believe programs like the RMB, in collaboration with Futurpreneur, are reshaping the entrepreneurial landscape for young Canadian innovators?

The support from the RBC Foundation and its dedication to preparing Canadian youth for future job opportunities are indeed commendable. Programs like RMB (Rock My Business) at Futurpreneur play a pivotal role in reshaping the entrepreneurial landscape for young Canadian innovators in several ways:

Skill Development: These programs offer training and workshops that enhance entrepreneurial skills, including business planning, marketing, financial management, and more. This empowers young innovators with the knowledge needed to build sustainable businesses.

Access to Resources: These programs provide young entrepreneurs with access to valuable resources, including funding, mentorship, training, and networking opportunities. This support is crucial for turning innovative ideas into successful businesses.

Financial Support: Starting a business requires capital, and many young innovators may not have access to traditional funding sources. RBC Foundation and Futurpreneur offer financial support, such as grants and loans, which can be a lifeline for young entrepreneurs.

Encouraging Innovation and job creation: Canada has a wealth of young talent and innovative ideas. Programs like RMB encourage and nurture this innovation, ensuring that Canada remains competitive on the global stage. By supporting young entrepreneurs, these programs contribute to job creation and economic growth.

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CanadianSME
With an aim to contribute to the development of Canada’s Small and Medium Enterprises (SME’s), Cmarketing Inc is a potential marketing agency and a boutique business management company progressing rapidly in its scope. By acknowledging a firm reliance of the Canadian economy over its SMEs, the agency has resolved to launch a magazine, the pure focus of which will be the furtherance of Canadian SMEs, and to assist their progress with the scheduled token of enlightenment via the magazine’s pertinent content.
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