Startup Story
Chikondi Michongwe is the co-founder of Serene Vegan Co. in Tanzania. She is a passionate plant-based lifestyle entrepreneur who believes in the wellness of both the mind and body. Chikondi's start-up aims to raise awareness of the goodness and benefits of a plant-based diet and to do away with the stereotype that a vegan diet is bland and unexciting. She has more than 15 years of entrepreneurial experience and has gotten her hand in many business ventures over the years.
LoA chatted to Chikondi Michongwe about her passion for a vegan lifestyle and her ambitions for her business and brand.
What does your company do?
Serene Vegan Co. is a food company that sources, manufactures, and packages plant-based food and drink. Our sole focus is plant-based, healthy whole food; our range of products includes pre-packed meals, beverages & plant milk, herbs & spices, grains & cereals, nuts & seeds, as well as gluten-free flours. We are an environmentally conscious company that isn't just passionate about physical health and clean eating, but also a sustainable environment. At Serene Vegan Co. we believe that if we take care of the earth, the earth will take care of us. We use biodegradable and recyclable packaging to reduce our carbon footprint.
“At Serene Vegan Co. we believe that if we take care of the earth, the earth will take care of us.”
“Serene Vegan Co has positioned itself to be one of the solely vegan foods and beverage companies in Africa.”
What inspired you to start your company?
In 2020, months into the disruption of the Covid-19 pandemic, we found our business unable to sustain itself due to the lockdown; which also saw the majority of our expatriate client base relocate. This pushed us to close Afrocentric Lifestyle, our customized furniture shop, and move from the premises where we had also recently opened Serene Vegan Eatery just before Covid hit. After this experience, we had to sit down and think of an innovative way that we could still offer our food to our clients. We decided to come up with a product range of our Vegan based food to reach a much wider clientèle. The recent relocation to Tanzania allowed us to utilize the multitude of local fresh produce available to us to start Serene Vegan Co. We are based in Arusha, Tanzania, and slowly regaining a foothold in Malawi, where it all started, with plans to expand regionally.
What makes your business, service or product special?
Serene Vegan Co is has positioned itself to be one of the solely vegan foods and beverage companies in Africa. We saw a gap for vegan food and beverages considering the vegan movement is catching up steadily in Africa as it catches up with the rest of the world. Our product range is made from the freshest ingredients carefully sourced locally and within the continent.
Tell us a little about your team
We have a small team of dedicated staff who are hands-on and take on multiple tasks to make sure we are on top of things both in administrative and production duties in our company.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
My entrepreneurial journey started more than 15 years ago. I have always had an affinity for taking risks and venturing into projects that I'm passionate about. Growing up I was surrounded by family who, apart from having traditional careers, always had a side income-generating activity they would do. From this experience what really attracted me to entrepreneurship was the independence to manage my own time and most importantly use my passions and interests to create wealth, as well as make a difference by creating jobs in my community.
“Serene Vegan Co. is purposefully building a plant-based brand that is aimed at making the most of the bountiful resources that our African continent has to offer.”
“What really attracted me to entrepreneurship was the independence to manage my own time and most importantly use my passions and interests to create wealth, as well as make a difference by creating jobs in my community.”
What are your future plans and aspirations for your company?
Serene Vegan Co. is purposefully building a plant-based brand that is aimed at making the most of the bountiful resources that our African continent has to offer and creating products that will be recognized not just across Africa but beyond its borders as well.
What gives you the most satisfaction being an entrepreneur?
What gives me the most satisfaction is seeing the positive impact our business makes throughout our value chain. As we grow we want all those around us to be part of that story.
What's the biggest piece of advice you can give to other women looking to start-up?
I would love to share many entrepreneurial life experiences, but one that sticks out every time is having unshakeable tenacity, this will see you through all the seasons of your entrepreneurial journey. Remember that you will fall, but always fall forward. Use those experiences and lessons to do better. Surround yourself with a tribe of women that will support and inspire you.
Contact or follow Serene Vegan Co.
FACEBOOK | INSTAGRAM | EMAIL serene.nntribe@gmail.com
Why LoA loves it…
We always love it when we hear of new vegan businesses emerging on the African continent and leveraging the growing global movement for plant-based foods and beverages. So it is exciting to see how Chikondi Agatha Michongwe and her team at Serene Vegan Co. are proudly looking to celebrate local raw ingredients and foodstuffs that are naturally vegan. Chikondi has a big vision for her brand and for helping to grow this movement on the African continent, and we will be watching with huge interest as she takes it to the next level. — Melanie Hawken, founder & ceo, Lionesses of Africa