The Challenge of Building an African Consumer Brand Abroad
ReelFruit, the Nigerian dried‑fruit snack maker founded by Affiong Williams, has landed distribution agreements in Europe and a major retail partner in the United States, expanding both branded and bulk exports. The move helps the company earn dollars as the naira has lost roughly half its value since 2023, shielding it from soaring local inflation that reached 33% in 2024. Williams warns that competing on brand and advertising in developed markets is costly, noting U.S. food firms spend about 25% of costs on marketing versus ReelFruit’s 5% in Nigeria. The strategy now emphasizes low‑cost bulk sales and selective consumer footholds abroad.
How to Build a $1bn African Investment Firm
In a candid interview, Richard Okello, co‑founder of Johannesburg‑based Sango Capital, explains how his firm grew to manage just under $1 billion in assets since its 2011 launch. He frames African investing as a high‑speed boat ride through choppy waters, emphasizing...
The Tanzanian Businesswoman Seeing Millions in Fish Feed
Tanzanian entrepreneur Diana Orembe’s NovFeed expects to surpass $1 million in sales after doubling 2024 revenue, driven by a new factory that can produce over 20 tonnes of fish feed daily. The company, which converts market food waste into affordable feed and...
‘New Week, We Try Again’: The Mantra Driving a South African Township Delivery Service
Delivery Ka Speed, a logistics firm serving South African townships, has made “New Week, We Try Again” a weekly mantra, placing the note in parcels each Monday. Founder Godiragetse Mogajane says the phrase reflects the resilience of township residents who...
Singaporean Builds Rum Brand in Africa
Rohan Shah, a Harvard‑trained development economist turned bartender, founded Umwero Terroir Spirits in Rwanda after the pandemic forced him back to Singapore. Leveraging his experience at a Southeast Asian bar, he registered the company in June 2022 to create a...