13 companies tapping into the health and wellness trend in Africa and beyond

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Teddy Ruge, CEO of Raintree Farms

Raintree Farms, located in Uganda, was established in 2012 and specializes in the production and processing of organic Moringa, which is known for its beneficial effects on health. The company’s farm and processing plant are located near the town of Masindi in western Uganda. 

Seun Sangoleye, founder of Baby Grubz

The Lagos-based Baby Grubz series of foods includes delicate fruits and dried vegetables, which can be reconstituted into porridge and eaten as porridge, or mixed with foods such as pancakes and muffins.

Nourish the camels of the nomads.

Early in his career, Kenyan professional entrepreneur Hassan Bashir co-founded Zawaam Insurance Brokers and ICT company Soliton Telmec. Then, before leaving in 2016, he focused on his Ph.D. to establish Takaful Insurance of Africa (Takaful Insurance of Africa). Bashir has begun to formulate a business plan for "Conservation of Nomads". The company will establish a complete value chain around camel milk in Wajir County, Kenya, where Bashir grew up.

Such a fresh export

Ten years ago, Olagoke and Abimbola Balogun founded So Fresh, a healthy food restaurant and retail chain. At that time, there was almost no health food industry in Nigeria. However, since then it has started to develop and has become the mainstream. Today, So Fresh has grown to have 10 stores with its own brand, from the early fruit and vegetable sales to salads, juices and smoothies, it has developed rapidly.

Yococo ice cream

Sinenhlanhla Ndlela is the founder of Yococo, a vegan ice cream brand. There is no banana split here. No chocolate sprinkles. Vegan, dairy-free ice cream is made from nut milk, organic fruits and vegetables.

AgroEknor employees process hibiscus flowers.

The focus of Nigerian commodity trading company AgroEknor is hibiscus flowers. Hibiscus flowers are currently in high demand for processing into tea and are an ingredient in various powdered health products. "Demand is high, especially because Covid-19 has made people pay more attention to healthy lives. Facts have proved that hibiscus has been proven to be an antioxidant, so many health and multinational companies are approaching us." said founder Timi Oke.

ZUVA product lineup.

Healthy superfoods, the rise of a convenient snack culture, and adventurous culinary consumers. It is the fusion of these three food trends (currently prevalent in the European market) that led to the launch of ZUVA (an all-natural food brand made from natural foods produced in Africa) at the end of 2020.

Jaco le Roux is in a remote area with little infrastructure and lack of well-educated workers, so it created a dried fruit business from scratch. AfriFruta currently produces a variety of dried fruits-including mangoes, pineapples, papaya and bananas-as well as several coconut-related products. All products are organic, and the company benefits from the growing consumer demand for healthy food. Most of the dried fruits are exported to Europe-mainly the Netherlands and Germany.

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A loaf of Vita sweet potato bread.

The Rwandan company CARL Group processes sweet potatoes and produces bread and biscuits under the Vita brand. Founder Umugiraneza Regis pointed out: "The orange peel sweet potatoes we use have a high vitamin content, especially vitamin A."

Woman carries baobab fruit.

Gus Le Breton and his partners established B'Ayoba in 2012 to "specially try to make Baobab a huge commercial success." He said that since then, the size of the market has grown four or five times. "We have indeed made a lot of progress, but we have not made progress yet. To my dismay, Baobab has not been absorbed by the market as quickly as I obviously hope to see."

A selection of soda soda flavors.

Three years after the South African low-calorie and low-sugar soft drink Pura Soda was launched on the local market, it has been sold in 13 countries, including the United States. These drinks have the flavors of Seville orange, cucumber and lime, as well as lemon and elderflower. Founder and CEO Greig Jansen attributed the company's growth to hard work, planning and market research, but he admitted that the startup is fortunate to be able to ride the wave of global demand for healthy beverages. 11.6 g per 330 ml can, the sugar content in prastal soda powder is less than half of the sugar content in ordinary soft drinks.

Kwami Williams

Kwami Williams is the CEO of MoringaConnect, a Ghanaian company that uses Moringa trees to produce food and personal care products. "Through our True Moringa brand, we have developed health and beauty products powered by nutritious Moringa. Our mission is to bring underutilized superfood ingredients to the underserved people on the African continent and beyond To provide health services."

Affiong Williams, founder of ReelFruit

In 2012, after Affiong Williams moved back to Nigeria from South Africa where he had lived for 12 years, he began to measure the Nigerian market to see if dried fruit snacks would be a viable product. She used the fruit shipped from South Africa, packaged it and gave it to potential customers. At the time, this snack was relatively unknown in the country, and no other local producer produced it on a large scale. After arduous entrepreneurship, the ReelFruit brand is now available in more than 350 stores and a few export markets.

African CEO Forum

Partner of Mediterranean Capital

UCT GSB

Jeanette Clark

Adetunji Omotola

Diana Game

Africa Hidden Champions Initiative

Justin Norman

Staff writer

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