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As Nigeria’s agri-processing sector continues to evolve, a new wave of entrepreneurs is emerging, not only catering to local demands but also tapping into lucrative international markets.
These business pioneers are adding value to raw agricultural produce, creating jobs, and positioning Nigerian-made goods on the global stage.
ReelFruit founded in 2012 by Affiong Williams has grown into a leading dried fruit snack company.
Last year, the company launched an 800-tonne-per-annum processing facility in Ogun State, marking a major milestone in its expansion.
During the launch, Williams expressed her vision, stating, “Innovative businesses like ours show that ‘Made in Nigeria’ can stand out on the world stage. We are not just creating jobs; we are opening doors for farmers and proving that Nigerian products can compete globally.”
ReelFruit’s product line, which includes dried mango, pineapple, coconut, and nut mixes, is not only popular in Nigeria but also gaining traction in the international market, particularly among the Nigerian diaspora in the U.S.
While ReelFruit initially focused on the local market before scaling internationally, Timi Oke, co-founder and CEO of AgroEknor, had his sights set on exports from the outset.
Oke’s journey began in 2012 while he was still employed at a UK-based bank. A chance encounter on LinkedIn led him to a buyer in Mexico interested in sourcing hibiscus flowers from Nigeria. He partnered with his brother, who procured the hibiscus from small-scale farmers in northern Nigeria. Today, AgroEknor is a leading exporter of dried hibiscus, a niche product with high demand in the Middle East, Mexico, and Europe.
“We focus on niche markets where leadership is still up for grabs,” Oke explains. His strategy has paid off, as AgroEknor has become a recognized supplier of high-quality hibiscus to international buyers while also empowering local farmers.
Another entrepreneur making waves in Nigeria’s agri-processing space is Ebun Feludu, founder of Kokari Coconuts & Company. The company specializes in transforming locally sourced coconuts into a range of food and personal care products.
Kokari supplies both businesses and individual consumers, with Feludu highlighting a significant increase in sales to fast-moving consumer goods (FMCG) manufacturers. The company provides coconut derivatives for use in beauty and wellness products, food, and beverages.
Feludu believes in perseverance despite the challenges of running a business. “When you decide you’re never going to give up, when you decide that whatever comes, you will handle it—you build the muscle of resilience,” she says.
These entrepreneurs are proving that Nigeria’s agricultural sector has the potential to not only sustain the country’s growing population but also expand its global reach, positioning Made in Nigeria products as strong competitors in the international market.
