Affiong Williams, an award-winning entrepreneur, is the driving force behind ReelFruit, Nigeria’s premier dried fruit processing company. Since its inception in 2012, ReelFruit has grown to be a leader in the agribusiness sector, creating job opportunities across the entire value chain. Williams’ innovative approach has transformed how fruits are processed and distributed in Nigeria, significantly impacting the agricultural landscape.
Empowering Farmers and Elevating Agribusiness
ReelFruit stands out as Nigeria’s largest fruit processing, packaging, and distribution company. It provides a range of dried fruit and nut snacks, which are retailed through more than 400 supermarkets, airlines, schools, and hotels across Nigeria. Additionally, its products have gained international recognition, being sold in the US, Switzerland, Belgium, and Saudi Arabia. By creating high-value markets for otherwise wasted fruits, ReelFruit ensures higher incomes for local farmers and boosts the production of quality fruits for processing.
A Passion for Entrepreneurship and Innovation
Williams, a graduate of Wits Business School in Johannesburg, South Africa, has always been passionate about entrepreneurship and agribusiness. After working with Endeavor Global, she returned to Nigeria to establish ReelFruit. Her dedication to innovation in the agricultural sector has led to numerous accolades, including being named one of Forbes’ “30 Under 30” entrepreneurs in 2015 and winning “Entrepreneur of the Year” by WimBiz in 2017.
ReelFruit’s Impact and Expansion
Under Williams’ leadership, ReelFruit has implemented initiatives like a grant-funded project by IDH Sustainable Trade to train women in mango farming. The company has created a robust model that not only reduces fruit wastage but also provides sustainable livelihoods for farmers. Despite challenges like the COVID-19 pandemic, ReelFruit achieved impressive revenue by selling products equivalent to 1.2 million pineapples in 2020.
Challenges and Triumphs in the Entrepreneurial Journey
Affiong Williams’ journey has not been without hurdles. Starting without a background in entrepreneurship, she has navigated numerous challenges to build a successful business. Her perseverance and vision have helped ReelFruit become a household name in Nigeria and a symbol of innovation in agribusiness. The company’s all-female management team further exemplifies its commitment to empowering women in business.
Looking Ahead: A Vision for Growth
With a recent $3 million Series-A investment, Williams aims to scale ReelFruit’s operations and extend its impact on the agricultural value chain. Her vision includes creating 1,000 direct jobs within the next seven years, providing young Nigerians with formal employment opportunities that offer dignity and stability.
Advice for Aspiring Women Entrepreneurs
For women looking to start their entrepreneurial journey, Williams advises thorough research, networking within the industry, and preparing for a long yet rewarding path. Her story is a testament to the power of passion and persistence in achieving business success.
ReelFruit’s journey under Affiong Williams’ leadership highlights the transformative potential of agribusiness in Nigeria. To learn more about ReelFruit and its initiatives, visit their website or follow them on social media.
Source: lionessesofafrica
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