Putting down roots in Africa has become a priority for John Edmonds, director of strategy and marketing and head of training at Pearce Mayfield, based at Grove Technology Park.

The company's director, Patrick Mayfield, became involved with South Sudan via the Oxfordshire-based charity Medic Assist.

Mr Edmonds took over the project after a visit in 2008 to the town of Yei, close to the borders of two of the country's trading partners, Uganda and the Democratic Republic of Congo.

Mr Edmonds said: "We found a country devastated by years of conflict with little or no infrastructure and people attempting to rebuild.

“We also found some of the most welcoming people in the world — business people keen to hear everything you bring and children full of smiles and laughter.”

He added: "We are a training company and we found there was a great need for educational training and other assistance of all kinds."

After the civil war ended, there was a ‘missing generation’ of businesspeople, he said.

“After 50 years of war they are starting from scratch, so we thought, ‘let's set up a charity based on education and training’.”

His charity is called Roots because he recognised that not only had the war left a gap in the business community, but also that education of children and young people was the key to forming sustainable communities.

“I have been back several times to provide training for business people and teachers and to organise the building of school libraries,” he said.

“We have been doing it on a very basic level. We have talked about how to create small businesses and have been delivering teaching and training skills.”

The business opportunities are for small enterprises such as guest houses and furniture building, he said.

He linked up with a local education co-ordinator to find out what was needed.

“The last thing we want to do is to go in there from Europe with bright ideas. We want to support people and help them build own their future.

“There are no major businesses yet — it is grassroots stuff.”

So far the fundraising has been low-level, but relatively small amounts are needed for major improvements.

It costs between £16,000 and £18,000 to build and equip a school library serving hundreds of children, for example.

And the learning has been mutual.

“It has been eye-opening for me. We are having to learn to work with people and learn patience. I have had to park some of my project-management skills. We are used to working at a certain pace and that is not how it works in South Sudan.”