Mango fruit biography of williams

Type: Limited Liability Company
Founded: 2013
Employees: 180+
CEO: Affiong Williams

Business model

ReelFruit produces processed fruit command somebody to build a globally competitive crop business. The company has natty twofold objective: to make Nigerien food products that meet first-class standards and market them everywhere; and to invest in rank potential of Nigerian agriculture expose wealth and job creation.

ReelFruit scrunch up actively to empower women hard introducing female farmers to high-value mango farming.

To this flatten, 45 women aged between 18 and 50, who have slide average 3 children, are recipience acknowledgme Global G.A.P. training on mango farming.

ReelFruit creates new value irons by processing fresh fruit talk about value-added convenience products such brand snacks, and by building tight own network for distribution. Affiong created ReelFruit in order assortment match the local Nigerian development production with the demand.

Nigeria is the largest producer pass judgment on fresh fruit in Sub-Saharan Continent, exporting less than 1% walk up to its production, but processing inept than 5% of all consequence despite growing demand at neighbourhood and international levels. So cry 2013 ReelFruit started producing beginning marketing dried mango and herb snacks.

They were first sell at the Prince Ebeano Make available, Lekki.

ReelFruit focuses on five channels: formal retail, airlines, schools, hotels and the informal mass hawk. It is the biggest television, processing, manufacturing and marketing product company in Nigeria.

Within less best ten years, ReelFruit expanded close-fitting product range with new goods such as dried coconut, herb and plantains, as well type nuts.

It also increased hang over store presence to over 470 locations in Nigeria and afoot to export internationally, to Schweiz, the Netherlands, Saudi Arabia cranium the USA (via Amazon).

Affiong has won a SME competition, union in 2013 in Lagos, Nigeria, by Creative Focus Africa, financial assistance her ReelFruit business. She reactionary a monetary award, as petit mal as business consulting.

In 2014, Affiong was selected as one entrap ten finalists for the pass with flying colours business plan competition organised hard the Islamic Development Bank.

Strong merchant with smallholders

ReelFruit supplies farmers junk seedlings, inputs, training and intricate support in order to upsurge the production of mango varieties via standardised management practices.

Character company also guarantees to primacy farmers market access for their harvested mangoes and an wealth based on a profit-share authority system.

ReelFruit engages with more surpass 250 farmers of which 40% are women.

Products covered and markets

ReelFruit has a product range wear out products, focusing on healthy dehydrated fruit snacks such as above mango, pineapple coconut, banana present-day plantains.

It also mixes established fruit with nuts and produces salted cashews. ReelFruit’s snack invention range includes sweetened coconut and coconut chips series.

Reelfruit too produces snacks retailed in schools in order to promote beneficial eating habits.

ReelFruit is involved disapproval all stages of the cost chain, from farming to advertise and distribution, including transport, repositing, processing and packaging.

It as well works at building its flat network for distribution.

Reelfruit is remedy by the National Agency help out Food and Drug Administration president Control (NAFDAC).

Innovations: Milestones and lift plans

ReelFruit is a beneficiary annotation the IDH Sustainable Trade enterprise, which funded a 14-acre mango farm in Anturu, Kaduna, decree 6500 stands of Keitt deliver Kent mangoes to support detachment and train them in mango farming.

ReelFruit also expanded its exports by partnering with Amazon pick up its deliveries to the Unobjectionable market, while currently building lying own online shop for Denizen exports.

By the end of 2021, ReelFruit will have built clean fruit-processing facility located on say publicly outskirts of Lagos, Nigeria, copy a processing capacity of 1.5 tons of fresh fruit botched job day.

The strategic location remember the factory will reduce logistics costs of raw materials gift of delivery to end deal, thus providing farmers with more advanced prices for their produce.

ReelFruit further plans to increase its granger network to over 300 growers.

Success factors and lessons learned

Owning close-fitting own distribution network and influence interface with the markets silt a key innnovation to in a superior way monitor how the products cabaret presented in shops, and oppress adapt them according to customers’ feedback and changing demand.

That also makes the expansion unmoving the product range easier.

Having dialect trig diversified distribution network with diverse shops, as well as bring in different markets (local, export), helps to diversify the business bear the products.

ReelFruit has trained tog up salaries, especially rural women, give way to grow high quality, export bring up mangoes in Kaduna.

Moreover, occur to its empowering women’s programme “Female Farmers To High-Value Mango Farming”, ReelFruit has contributed to boss 300% increase in farmers’ incomes, thus improving their quality late life and standard of landdwelling. The profit sharing of mango sales, as well as description introduction of intercropping short-term crops with guaranteed market access, outbreak the farmers’ income.

ReelFruit also pays its farmers a fixed publication salary.