Empowering Nigerian Founders in the UK Food Industry
Through the Thrive with Sainsbury’s programme, more Nigerian Founder-led brands are finding their way onto Sainsbury’s shelves. This initiative is about much more than just funding and mentorship; it celebrates the unique journeys, dreams, and motivations of the founders involved. Over the coming weeks, we’ll spotlight each founder, sharing their stories, challenges, and aspirations.
YumChop: Bringing African Flavours to UK Freezers
What is YumChop?
The name “YumChop” comes from the Nigerian slang for “eat your food.” This brand specialises in frozen, home-style ready meals with an African twist. Their menu features a diverse range of dishes, such as Nigerian smoky rice, Indonesian Coconut Rice, and Colombian Plantain. YumChop is on a mission to introduce African-inspired flavours to the mainstream UK market, offering wholesome, preservative-free meals for everyone to enjoy.
Meet Abi and Michael
YumChop was founded by husband-and-wife duo Abi and Michael, who have been married for 25 years. Growing up in a West African household, they honed their culinary skills by learning from generations of family cooking traditions. Their passion for food led them to create fusion dishes that reimagine traditional African recipes. Friends and family became their first fans, and their popularity highlighted a gap in the UK frozen food market for authentic African cuisine.
The UK’s frozen food industry is worth over £8 billion, with an increasing appetite for global flavours. Abi and Michael’s innovation lies in merging African ingredients with familiar British cuisine to create adventurous yet accessible meals.
“I am really excited about this opportunity to introduce African food to UK supermarket shelves,” says Abi.
Building the YumChop Brand
Overcoming Challenges
Starting a food business was no easy task for Abi and Michael. Despite their project management experience, they knew little about food manufacturing. They overcame this knowledge gap by networking extensively and seeking guidance from organisations like the South East Food Forum and the Northamptonshire Food and Drinks community. These connections helped them understand food accreditation, regulation, and auditing processes.
When initial investor pitches failed, they decided to bootstrap their business using their savings and financial support from friends and family. Additionally, their investments in real estate provided a steady income stream to fund YumChop.
Navigating the Pandemic
The COVID-19 pandemic posed significant challenges. When universities closed, YumChop lost its primary income source. However, they adapted quickly by securing contracts to supply food to the NHS and Transport for London staff. They also expanded their B2C sales via an e-commerce platform.
Michael reflects, “We quickly learnt an important lesson about diversifying our income streams and not putting all our eggs in one basket.”
During this period, they transformed their manufacturing facility into an accredited space, enabling partnerships with the NHS Framework and The University Framework.
Inspiring Future Generations
Abi and Michael are determined to inspire other entrepreneurs from underrepresented communities. Abi says, “As founders from the Nigerian community, we want to show others what is possible despite the challenges.” Their journey is a testament to resilience, innovation, and the power of community.
Thriving with Sainsbury’s
The Programme
The Thrive with Sainsbury’s programme, a first-of-its-kind retail initiative, is a 16-week accelerator designed to support Nigerian Founder-led brands. Run in partnership with Foundervine and Mission Ventures, the programme offers funding, mentorship, and practical guidance. Up to five new brands are expected to land on Sainsbury’s shelves by the end of the programme.
Abi and Michael are thrilled to be part of this journey. Abi shares, “Bringing YumChop meals from an idea in our kitchen to nationally recognised products is a dream come true. We’re excited about the impact this will have on our community.”
Get Involved
Naija UK Connect celebrates trailblazers like Abi and Michael who are redefining African cuisine in the UK. Follow their journey and support YumChop as they pave the way for more diverse food options in the UK market. 🍽️
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