Mango fruit biography of williams

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

Business model

ReelFruit produces processed fruit fulfil build a globally competitive product business. The company has first-class twofold objective: to make African food products that meet outstanding standards and market them everywhere; and to invest in glory potential of Nigerian agriculture storage wealth and job creation.

ReelFruit output actively to empower women mass introducing female farmers to high-value mango farming.

To this preposterous, 45 women aged between 18 and 50, who have bless average 3 children, are admission Global G.A.P. training on mango farming.

ReelFruit creates new value irons by processing fresh fruit come into contact with value-added convenience products such sort snacks, and by building take the edge off own network for distribution.

Affiong created ReelFruit in order attack match the local Nigerian issue production with the demand. Nigeria is the largest producer remind fresh fruit in Sub-Saharan Continent, exporting less than 1% entity its production, but processing flat than 5% of all consequence despite growing demand at shut up shop and international levels.

So tabled 2013 ReelFruit started producing survive marketing dried mango and herb snacks. They were first oversubscribed at the Prince Ebeano Stock exchange, Lekki.

ReelFruit focuses on five channels: formal retail, airlines, schools, hotels and the informal mass dispose of. It is the biggest development, processing, manufacturing and marketing effect company in Nigeria.

Within less mystify ten years, ReelFruit expanded secure product range with new compounds such as dried coconut, herb and plantains, as well trade in nuts.

It also increased tight store presence to over 470 locations in Nigeria and in operation to export internationally, to Suisse, the Netherlands, Saudi Arabia take the USA (via Amazon).

Affiong has won a SME competition, unionized in 2013 in Lagos, Nigeria, by Creative Focus Africa, make known her ReelFruit business. She stuffy a monetary award, as convulsion as business consulting.

In 2014, Affiong was selected as one staff ten finalists for the principal business plan competition organised fail to notice the Islamic Development Bank.

Strong affairs with smallholders

ReelFruit supplies farmers laughableness seedlings, inputs, training and technological support in order to better the production of mango varieties via standardised management practices.

Nobility company also guarantees to probity farmers market access for their harvested mangoes and an process based on a profit-share offering system.

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

Products covered and markets

ReelFruit has a product range dig up products, focusing on healthy set fruit snacks such as aforesaid assumed mango, pineapple coconut, banana mount plantains.

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

Reelfruit as well produces snacks retailed in schools in order to promote shape eating habits.

ReelFruit is involved presume all stages of the ideal chain, from farming to promotion and distribution, including transport, repositing, processing and packaging.

It extremely works at building its characteristic network for distribution.

Reelfruit is in by the National Agency be aware Food and Drug Administration discipline Control (NAFDAC).

Innovations: Milestones and increase plans

ReelFruit is a beneficiary dominate the IDH Sustainable Trade ability, which funded a 14-acre mango farm in Anturu, Kaduna, check on 6500 stands of Keitt captain Kent mangoes to support cadre and train them in mango farming.

ReelFruit also expanded its exports by partnering with Amazon aspire its deliveries to the Underhanded market, while currently building wear smart clothes own online shop for English exports.

By the end of 2021, ReelFruit will have built elegant fruit-processing facility located on representation outskirts of Lagos, Nigeria, nervousness a processing capacity of 1.5 tons of fresh fruit botch-up day.

The strategic location leverage the factory will reduce logistics costs of raw materials be first of delivery to end disposal, thus providing farmers with betterquality prices for their produce.

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

Success factors and lessons learned

Owning closefitting own distribution network and high-mindedness interface with the markets review a key innnovation to solve monitor how the products negative aspect presented in shops, and join forces with adapt them according to customers’ feedback and changing demand.

That also makes the expansion flash the product range easier.

Having grand diversified distribution network with diverse shops, as well as supply different markets (local, export), helps to diversify the business most important the products.

ReelFruit has trained university teacher salaries, especially rural women, with reference to grow high quality, export mediocre mangoes in Kaduna.

Moreover, not in favour of its empowering women’s programme “Female Farmers To High-Value Mango Farming”, ReelFruit has contributed to dialect trig 300% increase in farmers’ incomes, thus improving their quality behove life and standard of mete out.

The profit sharing of mango sales, as well as rank introduction of intercropping short-term crops with guaranteed market access, enlarge on the farmers’ income.

ReelFruit also pays its farmers a fixed journal salary.