A state agency wants New Jersey to be at the top of the list when foreign companies look to the U.S. to establish operations for the first time.
And the New Jersey Economic Development Authority will offer them a free, easy landing pad in Jersey City to help them get organized, understand how to do business in the U.S., and feel at home in New Jersey.
The EDA has unveiled its New Jersey Business Acceleration and Soft-Landing Ecosystem (NJ BASE) with the goal for the newcomer to eventually “build a building, make an investment,” Andrew Gross, the NJEDA director of international innovation and partnerships, told Jersey Digs in an interview.
“Every state is vying for this money,” Gross said.
One to three employees of a foreign company will be able to set up initial operations at NJ BASE, 3 Second Street in Jersey City, without worrying about where to find space or how to get acclimated. From that base of operations, the company representatives can recommend whether to move and where to move.
The Class A office space, close to public transit, totals more than 7,200 square feet and can house between 15 and 20 companies, according to NJEDA, which ceremonially cut the ribbon for the amenity in May.
“New Jersey continues to strengthen its position as a global destination for business and talent,” NJEDA Chief Executive Officer Evan Weiss said in a statement. “NJ BASE will provide international entrepreneurs with the resources, partnerships, and support they need to scale their companies, foster collaboration, and contribute to a stronger and more dynamic innovation economy across the state.”
NJEDA is partnering with global innovation company SOSA and Choose New Jersey, a nonprofit “business attraction” organization.
Gross said that under the Murphy Administration, a lot of time was spent on the road, encouraging foreign firms to look at New Jersey.
The state talked to entrepreneurs and business leaders about locating in the U.S., and they shared their experiences.
“It’s very overwhelming starting a company in the U.S. for the first time,” Gross said.
A company’s presence in the Jersey City offices gives the partners time to not only assist them over hurdles but also to talk up New Jersey, including details about the state and where to raise a family, he said.
NJEDA has allocated about $3 million for the NJ BASE project over three years, a funding allocation approved in June 2025. The authority can extend it for two years.
“This is the first time New Jersey has ever embarked on something quite like this,” Gross said.
The NJ BASE space is mostly offices and conference rooms, with a great view of New York City, Gross said. When the NJEDA looked for a location, several possibilities were considered for the statewide initiative.
However, Jersey City keeps the foreign investor in the state, but also gives them easy access to New York to raise capital or for other purposes.
Cost to the foreign company is zero, he said. They need to pay only for their employees.
“It’s all about jobs and investment,” Gross said. “Some of them could be enormous success stories.”
