Jennifer George, chief operating officer at Maifoods is an agro-processor, health and wellness advocate.

Her passion lies in promoting healthy living through nutritious agro-processed products. She believes in the power of food, sustainable agriculture,and its positive impact on people’s well-being and the environment.

Interview Session

What inspired you to start your agricultural business, and what problem are you trying to solve?

Growing up in a family that loved sweet, carbonated drinks, I wasn’t surprised when a health challenge forced me to change my lifestyle. I needed plant-based products but they weren’t readily available, so I began developing healthy, convenient and affordable alternatives. What started as a personal quest has now helped thousands of others improve their health too.

What products or services do you offer, and who is your target market and how have you been able to reach them?

We produce fresh tiger nut milk, tigernut milk powder sweetened with coconuts and dates, tiger nut snack mix, date powder, date syrup, date paste and plant based spices.
Our target markets span across a diverse range of customers, including individuals, hospitals, the food industry, and pharmaceutical companies. We are on a quest to mitigate the harmful effects of refined sugars, chemicals & additives in beverages, baby foods and practically everything on store shelves.

Can you describe your product process? What is unique about it and how do you ensure sustainability in the business?

Our products undergo rigorous hygiene procedures. We collaborate with northern farmers and aggregators, meticulously picking and cleaning our tiger nuts and dates. After washing and sterilizing with hot water, we gently dehydrate them to preserve the nutrients. Many are surprised to learn we wash the dates, it is a crucial step often skipped by others. The final stage is cooling and milling with a hammer mill machine.

Can you describe your sourcing process for raw materials, such as the dates, packaging etc? Do you have preferred suppliers or partnerships that ensure consistency and quality in your inputs?

We are in partnership with aggregators in the north who have the capacity for sourcing our raw materials in large quantities from Algeria and some from Niger Republic.

However, we purchase from trusted vendors in the open market.

How do you engage with your local community, and what role do you see your business playing in the regional food system?

We have a dedicated CSR department which collaborates with our host community in different projects, such as employment opportunities for the youth; part time jobs, training, mentorships and  sponsorships.

How do you incorporate technology and innovation into your agribusiness?

We incorporate process automation using only  the best equipment. This has impacted our production flow and enhanced our output by reducing time spent and raw material wastage.

What are some of the biggest challenges you face in the agricultural industry, and how do you overcome them?

We face numerous challenges in agribusiness, ranging from funding and fluctuating raw material costs to poor road networks, ever-changing government policies and duplication of roles by various agencies. These factors have a negative impact on our ROI, however we create the necessary environment to thrive regardless.

Can you share any success stories or notable achievements in your business?

About a year after we started, we had the opportunity to showcase our products at an international trade fair in Florida. The acceptance was huge, which resulted in  the fulfilment of an order with little or no experience in export trade.

Are there any new projects or initiatives on the horizon for your business that you’re excited about?

Oh yes ! We’re rebranding and making a foray into the export market, as well as building a new ultramodern factory. This will be  fully activated in the next 12 months.

Do you collaborate or partner with other farmers, businesses, suppliers, or organisations?

Absolutely! We partner with many organisations, churches , schools and  businesses in different capacities. There are several huge  collaborations which will be unveiled soon.

What advice would you give to someone looking to start their own agricultural business?

My advice would be to imbibe the attitude of never giving up and remaining committed to continuous learning.

What character traits do you possess that played a positive role in your achievements in agribusiness?

Be sure that this is what you want to do because it’s not a walk in the park. Do not be in a hurry to run before you walk. You should also get a successful mentor in this space to hold your hand, this will help you navigate challenges better.