REELFRUIT: EXPLORING ‘REEL’ ENTREPRENEURSHIP

In February 2012, MS AFFIONG WILLIAMS moved back from South Africa to Nigeria, her home country, to leap into agribusiness. She says she saw a gap in the market and decided to capitalise on the opportunity.
She founded Reelfruit, a fruit processing company introducing a new snack into the Nigerian market: healthy and delicious locally produced dried fruit to cater to the growing number of health conscious consumers. The company focuses on packaging, branding and processing these range of fruit and nut products that are currently stocked in over 80 stores in Nigeria.
She started off with an initial investment of $8,000 of her personal savings and loans from friends and family and was running the business from her home. This amount was to get all the regulatory requirements in order to retail the product in the country. The business now works in Lagos where she has a production site. This is where the fruits are sorted weighed and packaged in their different sizes into bright coloured wrapping. Reelfruit prides itself in selling natural products that are free of preservatives. Afterwards, the fruits are shipped off to stores where they can be purchased. They offer a range of 5 products which include mango, pineapple, cashew, banana and coconut with prices ranging from 150 to 400 naira ($0.75 to $2).

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