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Creating awareness, recognition and relevance.
As a communications and project consultancy with a focus on Africa, we support companies, purpose brands, start-ups, investors, organizations, foundations and associations in bringing their ideas and projects to the world.
With everything it takes.
The pineapple must reach the market.
Everything around the globe is in breathless motion - geopolitically, economically, socially, climatically, culturally. New alliances are emerging, power relations are shifting. Enormous challenges for all those who want to progressively shape this complex world rather than stand by and just watch. You are aware of the great importance of the Global South in all these dynamics - and in particular of the enormous potential of the African continent. You know the needs, you see the opportunities, the diversity and the innovative strength. Whether you are an entrepreneur, whether you promote and invest, whether you are responsible for an organization, an association or a foundation:
You have a vision. You have a goal. You want to make a difference. With your strong idea, your pioneering project. And above all: you want to be noticed.
But: Are your messages clear and convincing – or does your communication come to nothing?
Do you have strong stories that really touch people?
Are you reaching the right target groups – and are you doing so effectively and sustainably?
Is your project planning well thought out and flexible at the same time
Does the collaboration in your intercultural teams work smoothly?
If you feel that more can be done: let’s talk.
After all, it’s “your pineapple” that should be on the market.
We support you if...
You want to sharpen your communication and make your storytelling convincing – in terms of strategy, content and craft.
You want to ensure that your messages reach the right and clearly defined target groups at the right time.
You want to plan and implement your project sustainably.
You want to set up your team interculturally or harmonize cooperation efforts.
You want to strengthen your team’s communication skills and adapt to changes in the long term with lasting effect.
You are looking for comprehensive African expertise for your project – whether it be communication, project planning and/or intercultural management.
Our mission:
A biotope for your project.
We want to discover your story with you, develop it and tell it in the most effective way - to bring it forward comprehensively. For us, “comprehensive” means that we take an interdisciplinary approach to all the important factors that contribute to the maturity, impact and success of a project. Because for your project to be successful, it needs a strategic environment - a biotope. For your “pineapple”.
With our network of experienced partners, we offer decades of expertise and practical know-how at all relevant levels. We combine customized, targeted and effective project consulting with communication consulting, storytelling and intercultural expertise. This creates a great deal of synergy.
Together we will boost the impact of your endeavors.
The pineapple portfolio.
01Communication
& Storytelling.
Effective communication strategies
Media training and workshops
Content creation
Organizational development
Channel management
02Project consulting.
Project planning concepts and strategies
Research on policies and markets
Analyses
Network
Stakeholder management
03Intercultural
consulting.
Intercultural competence
Intercultural leadership
Conflict management
Adding value: communications workshops
Evaluation & documentation
01 Communication & storytelling.
- Positioning: Where does your brand/your current storytelling stand?
- Optimizing communication: Strategy/concept for next-level communication, target groups and core messages
- Empowerment: team coaching, media training and workshops, advice on channel-specific work
- Content creation: production of content and storytelling for all channels
- Internal communication and organizational development for your “newsroom”
- Campaigns, channel management
02 Project consulting.
- From brainstorming to concept consulting: detailed roadmap for your goal
- Research: strategy, location, logistics
- Advice on and preparation of policy analyses tailored to your needs
- Network: carefully curated contacts for the advisory on due diligence (e.g. ESG) and funding applications
- Capacity building, B2B workshops
- Stakeholder management – also on location
- Communication of your project strategy to your target groups
03 Intercultural consulting.
- Needs analysis
- Intercultural skills for decision-makers and teams
- Intercultural leadership
- Optimizing communication with stakeholders in the target country
- Development of intercultural teams
- Intercultural conflict management, mediation, moderation, workshops
- Networking intercultural issues with the other pineapple modules
- Evaluation, feedback, documentation
Our USP:
interdisciplinary experience in Africa
My name is Alexander Göbel, I am the creator of pineapple.
I have spent more than 20 years as a reporter, correspondent and media trainer in many African countries and have also reported from numerous war and crisis zones.
As a journalist for public broadcasting, I have reported on this fascinating and diverse continent for a wide variety of audiences in all kinds of formats – on current affairs and background information from politics, society, business and culture.
What it all holds: It’s about much more than just conveying information. It is about shaping perception. What it requires is a progressive attitude combined with practical, interdisciplinary thinking and practice. You can only tell successful, sustainable and effective stories or drive projects forward if you have the big picture in mind, even on a small scale. If you can analyze and understand processes, if you take a hands-on and structured approach – and if you are culturally sensitive at the same time.
This is precisely where pineapple comes in.
The pineapple story.
During one of my many research trips to Sierra Leone in West Africa, I noticed during a stop on the open road that many women absolutely had to sell their pineapples here, right by the road. The fruit was ripe, but there was no market for selling or processing the fruit for miles around. A lesson in the importance of infrastructure, market access, planning, equality, capacity building, value chains and fair trading conditions - and that everything has to be considered and brought together for a project to succeed. The strong and brave women fruit farmers of Sierra Leone did not have any of these privileges. pineapple, the name of this agency, is a small memorial to them. For me, it is a humble reminder of those encounters, but also of my journalistic roots, my moral and ethical responsibility as a communicator, of the importance, power and function of authentic, accurate stories - and of the work that has to be done in advance to make stories shine. At the same time, the ripe pineapple is the perfect symbol for the idea, the story that has to do with Africa in a narrower or broader sense and absolutely has to be “on the market”.
Maybe it's yours?
