Angel Oluwayimika Adelaja is the CEO of Fresh Direct Nigeria, a city farming initiative using stackable containers. Even though she trained as an epidemiologist, she has always had a passion for farming and related businesses. In this interview with Yetunde Oladeinde she talked about what motivated her go into the sector, initial challenges ,being one of the 30 start-ups recognized by the Presidency a few months ago and the other things that occupy her time.
WHAT inspired your passion for farming and agro allied products?
Over the past 5 years, I have worked with organizations to develop strategies for economic development and job creation. The most impactful solutions focused on ICT and agricultural sectors. As a consultant working on large scale models in agriculture for private sector, it is actually easier, but was a totally different story for small or medium scale local players to do individually. When I decided to invest in agriculture, it was then I realized how difficult it really was to effectively enter a sector that should be so accessible. So, if I could face such challenges, what about other youths? I really was pushed more by a need to make it simpler for others. My passion grew as I started to use science and business to build sustainably within the sector. I must say also that the ability to create something, to grow something, to build something, is quite rewarding. These are things that fuel my passion.
What were the initial challenges ?
I started with traditional agriculture and faced many of the same challenges others face in African Agriculture. Finding land as a youth was difficult, but I was able to rent. Access to technology was expensive, so I decided to build them myself. Investing in infrastructure was expensive, land clearing, digging a bore hole, electricity, staffing, building structures and more. Once I began, finding my market but here again I also discovered that transport was also a challenge.
How did you overcome the challenges?
With all of the challenges I faced, I chose to make it easier with urban farming. I’m blessed to know when to stick with something and when to pivot the business. We pivoted to focus on urban farming because it was a better, more eco-friendly, cost effective, sustainable solution.
What were you doing before this?
Even though I’m trained as an Epidemiologist, I’ve always had a love for agriculture and promoting the opportunities available within the sector in Africa. I served as Technical Assistant and Research Consultant to the Director General of the Office of Economic Development and Partnership in the Office of the Governor of the State of Osun. I was also the Special Assistant to the Senior Special Adviser to the President on Poverty Alleviation and National Coordinator of the National Poverty Eradication Programme (NAPEP) and the Senior Special Adviser to the President on Wealth Creation. Under these roles, one of my major pushes were for programs that funnel youth into emerging sectors, especially agriculture. My goal is to create pathways to ease other young people into profitable agricultural ventures to empower them with employment and strengthen them to also be successful employers of people. I’m not just focused on agriculture, but youth entrepreneurship in general. I also co-own Zahara Empresa which owns Zahara Spa and Salon in Abuja.
You were one of the 30 entrepreneurs selected by the presidency a few months ago, what does this mean to you?
I was one of 30 Entrepreneurs selected to showcase my business to the Presidency. I’m honored to be selected over the thousands of start-ups who participated. It’s great to have such accolades for our business and we hope that government can work to build an enabling environment for indigenous start-ups, indigenous technologies and innovations to compete internationally. Right now, my company is in a position to get investors to further develop our technology and scale our business not only in Nigeria but Africa, it would be amazing for the Nigerian government to protect that opportunity by preventing a foreign company from coming to compete with more money and influence. I hope Aso Villa Demo Day would be the first step in not only recognizing local start ups, but helping to scale and protect them for a competitive advantage.
What would you describe as the turning point in your career ?
I don’t feel there’s been a turning point. Rather I’ve been on a long journey where every experience has moulded me and gotten me to where I am today as an entrepreneur.
Who are your role models and mentors?
I have quite a few mentors in different sectors, professional, personal, male, female. I was raised to seek mentorship. My mother is a great mentor to me and she encouraged me to always seek mentorship and would make sure I had close mentorship from my teachers, professors and employers. I have four advisors on my board who are mentors and father figures to me (one being my actual father), I have “aunties” who are pioneers and the epitome of success in a variety of fields such as governance, business, media, agriculture and in my faith.
What is the focus of Fresh Direct Nigeria and what makes it different from others?
Fresh Direct Nigeria is city farming using stackable container farms! We bring fresh premium organic produce closer to market with our Container Farm Technology. Using hydroponics and vertical farming within a shipping container, our Container Farms are able to grow directly in urban areas. This means that production is brought closer to market or at market with ease.
We are developing and managing Urban Farm Campuses as Nigeria’s first truly “urban farm” with our Fresh Direct Container Farms. Eco Friendly Agriculture using less land and water but guaranteeing 15 times higher yield! A 20 ft container can grow the same amount as a football pitch and a half. That’s 3000 heads of lettuce or more every month. This means that if I dropped a fresh direct farm in someone’s house today, they could be making their first sale in four weeks time or less.
This is the solution that youths are looking for. It’s not back breaking, it’s fun, and there’s less set up costs compared to rural agriculture. Plus, there’s no headache getting produce to market when growing in the city!
The high-end produce market is relatively untapped in Nigeria and demand is currently serviced through the import market, which is rapidly becoming inaccessible due to the high cost of importation and foreign exchange.
Customers such as luxury hoteliers, restaurants, supermarkets and specialty stores are looking to source these highly perishable products from reputable providers without having to source foreign exchange. That is where we come in!
Let’s talk about some memorable moments in life?
The most memorable moments for me come from my childhood, experiences with my teachers, the fun of just being a child, the simplicity of it all. Fast forward and I think the most memorable moments for me in Adulthood have been my work in Osun at the Office of Economic Development and Partnership, working with a boss who believed in me and gave me great responsibilities. It was a phenomenal experience to be part of a team whose goal was to build sustainable development programs in the State and to tangibly see results.
Who or what do you consider as the greatest influence in your life?
God! God is the greatest influence in my life followed by my parents.
What types of books do you like to read?
I read mostly motivational books for business development, leadership and personal development but I read a lot of online articles from Foundr, Forbes, TechCrunch, AgFunder to stay current in my industry and in startup space in general.
You look trendy, what is your definition of style ?
I have no definition for it. I wear what I like based on my moods so I can be casual, classic, indie, chic when and where I want.
Does farming affect people’s outlook and style?
What if we could make agriculture exciting for youth, lower the risk, do it year round regardless of location, with little to no Land… no SOIL, cutting out long transportation times with the use of a simple technology? Fresh Direct is solving the problems typically seen in traditional farming using our Container farms. Fresh Direct Nigeria is focused on helping youth enter agriculture in a way that’s not backbreaking, is fun and lowers the risk of failure with the use of technology. So yes, we are radically changing people’s outlook on agriculture … in style.
What advice do you have for young people in the recession?
We are more talented, wise and resourceful than we are given credit for. We just need to use our creativity to look at things differently. For every problem, there is a solution and for every crisis, there is an opportunity. If we can take advantage of such opportunities, we can build needed business that can stand the test of time.
Where do you hope to be in the next five years?
Right now we are an early stage company but we hope to be able to onboard 10,000 youth in areas that cut across agriculture and urban farming, distribution, sales/marketing, ag-tech and automation and much more. By God’s grace, in 5 years time, we will be a company established across Africa as a solution for high quality premium produce.