The Afripreneur Series
Masterclass With a Masterchef:
A Naija Journey Into the Indigenous Food Business
Congratulations to Olajumoke Racheal Okeola, an AWEC cohort 3 alumna, who has enjoyed sizzling success, receiving a $5,000 USD grant from Slow Food International!
Olajumoke was in her fourth year as a food science student when she was struck by the enormity of food wastage of indigenous crops. In a course on post-harvest losses, the Nigerian food scientist realized she needed to address this issue by rebranding traditional food. She set out to create new, appealing recipes using indigenous ingredients. A business was born.
She quickly recognized the need for professionals in the industry. Believing that the food business was sacred, she prioritized the quality and value of food over profit.
"We aimed to revive the essence of tradition and the cherished memories of our mothers' cooking, ensuring that new generations come to appreciate the time-tested flavors rather than solely relying on the products prevalent in today's [western] world."
Like many entrepreneurs, Olajumoke faced challenges when introducing her unique concept to potential customers. She re-strategized and found ways to target her audience effectively.
“[In the beginning] those who appreciated our traditional foods were the elderly and individuals who were mindful of their weight and dietary choices. People were more accustomed to exotic dishes and often overlooked traditional recipes."
Over time, through persistence and creativity, she began to gain acceptance and recognition for her indigenous food business, whilst learning valuable lessons along the way.
Unleashing the power of collaboration
"I learned about the gift of collaboration from AWEC, emphasizing cooperation over competition. This concept was a revelation to me. Through collaboration, I gained the opportunity to implement my business ideas in ways I couldn't before, such as teaming up with people who had the facilities I needed and equipment I required for production.”
Olajumoke discovered AWEC through a friend who was experiencing significant growth in her own business as a result of what she was learning in the program. Intrigued by her friend's business growth and armed with her support, she applied in late 2019. In the program, she gained invaluable knowledge, mentorship, and community in the AWEC sisterhood. Specifically, the monthly assignments helped build her confidence as a business-owner.
“The financial projection assignment, using Excel and forecasting, made me apprehensive at first. It challenged me to analyze my business vision thoughtfully. Despite my initial discomfort with finances, this experience became one of my most defining moments, pushing me to grow as an entrepreneur.”
She remarks how the support from her peer group and program advisor played a key role in her personal development. These signature features of the program simplified and smoothed out any confusion she experienced running her business during the year-long program.
“Their encouragement to ask questions without hesitation and their reassurance that no question was considered stupid, along with the acknowledgment of the importance of our feelings and thoughts, made me feel comfortable and allowed me to drop my guard, knowing that I wouldn't be judged."
A meal worth $5,000
Recently, Olajumoke received a grant worth $5,000 USD through Slow Food International, an organization where she volunteered. She says that the grant will greatly assist her in expanding her business and realizing her vision.
By leveraging her experience in gardening, she crafted a compelling proposal that aligned with her vision. The grant will allow her to create a comprehensive menu, boost her publicity activities, and further develop her garden as a sustainable provider of fresh produce.
“One of the most significant challenges I encountered in my business was raising capital. I had a grand idea of how I wanted the business to be, but since its registration and commencement, inadequate capital led me to run it from home temporarily, pretending that it was still fully operational."
Advice for applying for grants
"One thing I can say about myself is that despite the limitations, I persisted in my efforts. I would [often] cook for my family at home and take pictures of my creations."
"Even though I didn't have a large audience or clients to cater to, I didn't let that stop me from improving and honing my skills. I focused on growing my expertise, learning, and preparing myself for future opportunities, rather than waiting passively for a big project."
Cooking up a storm ahead
Olajumoke aims to expand her cafe, Dine Wise Café, into a restaurant within a university campus. She plans to cater to students and create an atmosphere that encourages them to slow down and appreciate their meals. Additionally, she envisions collaborating with other entrepreneurs within AWEC who are in the same line of business.
One of the collaborations she foresees is with Frances Amaka Ofili, a Cohort 3 alumna, of Vie Saine Foodz Ltd, a healthy alternative food and beverage processing company specializing in natural sweeteners.
Their plans include offering a free meal day at the café, exclusively catering to students who might be encountering financial difficulties. This thoughtful initiative will provide a welfare package, allowing students to dine in and enjoy themselves for the day, as a way of giving back to their community.
Olajumoke's journey as an entrepreneur in the indigenous food business is an inspiring example of passion, perseverance, and innovation. From her early realization of food waste to securing a grant and planning for the future, she has demonstrated the importance of embracing tradition while infusing it with creativity and modernity.
"I believe that every small effort and step taken will eventually accumulate and contribute to success over time. So, instead of waiting for something grand to happen, embrace each small step and recognize that they all matter in the journey toward your goal."
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