LIONESS WEEKENDER COVER STORY
Aace Foods Processing & Distribution, on a mission to improve people’s nutrition and farmer livelihoods in Nigeria
Ndidi Okonkwo Nwuneli is an expert on food ecosystems, entrepreneurship, and social innovation. She has over 25 years of international development experience and is the founder of LEAP Africa and African Food Changemakers. She is also the co-founder of Sahel Consulting Agriculture & Nutrition Ltd. and AACE Foods Processing & Distribution Ltd. Ndidi serves on the boards of the Rockefeller Foundation, AGRA, Nigerian Breweries Plc. (Heineken), Godrej Consumer Products Ltd. India, Stanbic IBTC Group, the Young Global Leaders of the World Economic Forum, and the Bridgespan Group. She holds an M.B.A. from the Harvard Business School and an undergraduate degree with honors from the Wharton School of the University of Pennsylvania. She was a Senior Fellow at the Mossavar-Rahmani Center for Business & Government at the Harvard Kennedy School, a visiting Scholar at Max Bell School of Public Policy at McGill University, an Aspen Institute New Voices Fellow, and an Eisenhower Fellow. Ndidi is a TED speaker, was recognized as a Schwab Fellow and a Young Global Leader by the World Economic Forum and has received numerous awards and recognitions including a National Honor by the Nigerian Government and the 2021 Harvard Business School Distinguished Alumni Award. She is the author of "Social Innovation in Africa: A Practical Guide for Scaling Impact," and "Food Entrepreneurs in Africa: Scaling Resilient Agriculture Businesses," both published by Routledge and “Walking for God in the Marketplace.”
Lioness Weekender spoke to the inspirational impact-maker, Ndidi Nwuneli, about her entrepreneurial journey, her mission and vision, and her plans for the future of her businesses and brands.
What does your company do?
Formally registered in November 2009, AACE Foods became operational in May 2010 as an indigenous Nigerian company, and today it employs 150 people. The company's unique business model involves sourcing raw materials from smallholder farmers across the region, in partnerships with community groups and non-profit associations. Using semi-automated manufacturing processes, the company transforms this raw material into spices, seasonings, flours and snacks. Through its innovative packaging, competitive pricing strategy and distribution approach, AACE Foods is gradually displacing imports currently purchased by commercial and domestic customers and creating a new market among the masses of people.
AACE Foods product range consists of seasonings, spices, flours and ready to eat snacks. These products primarily target working mothers in the middle-income population between the ages of 25 and 45 who live in urban communities. Our secondary targets for the bulk spices and flours are Institutional buyers (B2B) who use our products as an ingredient or condiment. Development agencies purchase small quantities of our Soya Maize complementary food. We are presently in over 200 supermarkets and open-air markets across Nigeria.
What inspired you to start your company?
We established AACE Foods based on two realizations:
Firstly, that Nigeria is naturally endowed for agricultural excellence, and yet the majority of our farmers operate on a subsistence level, with high rates of post-harvest losses linked to minimal processing in the country and a dependency on expensive imports. Secondly, Nigerian children experience high rates of malnutrition, estimated over 30% under 5 years old. This affects brain development and outcomes. At AACE, our mission is to provide nutritious and tasty food products made from the best of West Africa’s spices, herbs, cereals and vegetables. Our Vision is to be the preferred provider of food from Africa, thereby contributing significantly to the improved nutritional status of our people, and bettering the livelihoods of our farmers.
Why should anyone use your service or product?
AACE is proudly West African and committed to innovation! We are committed to preserving and celebrating our rich culinary and wellness heritage. We use 100% natural ingredients grown by farmers in rich, fertile soil, seasonally, hand-harvested and sun-dried. Our dedicated team cleans, blends, and packs the spices, seasonings, flours & snacks with care. From the farm to your plate, we improve the nutrition, taste, and lives of everyone who grows, blends, and enjoys the AACE experience.
Tell us a little about your team
We have over 150 full-time staff and over 100 contract staff. Over 90% of our staff are young and female. We are committed to attracting and retaining mission-driven high-achievers and have invested in their development and given them room to grow and shine. In addition, the team members are actively recognized and celebrated for their contributions. The entry-level staff at AACE Foods benefit from an adult literacy program, a revolving emergency fund, a lunch program and other benefits including health insurance.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I was born and raised in Enugu into an academic family, where both of my parents are Professors. They raised me with a strong work ethic, and a commitment to integrity and service. My mother recognized my interest in business from a young age and encouraged my interests and pursuits. She encouraged me to apply to the Wharton School of the University of Pennsylvania where I obtained my first degree, and then Harvard Business School.
What are your future plans and aspirations for your company?
We would like to see AACE Foods products on shelves across Africa and the world. Ultimately, Nigerian Jollof made with Aace Foods Jollof spice would be globally recognized and appreciated, and displace not only other African competitors but even Sushi as the number one dish in the world!!!
What gives you the most satisfaction being an entrepreneur?
Seeing AACE products in homes across Nigeria, and meeting people who know and love the brand, and have no clue that I have any connection with the product speaks volumes! Meeting my team members on planes around the world, going to or coming from a conference or training program and who are excited to return to Nigeria because they are building the nation through their work, gives me joy and hope!!! Participating in the AACE Foods end-of-year parties and seeing our team members and their families - understanding the generational impact that creating jobs has on communities - this humbles me every year!!!
What's the biggest piece of advice you can give to other women looking to start-up?
From a young age, I have been inspired by the African proverb which states: “Do not follow the path, go where there is no path and leave a trail.” Never let anyone define your future path by your gender or background. Be inspired by your faith, passion and vision to innovate and develop solutions to the difficult challenges in our society. In addition, strive to pull other women along with you as you serve as a change agent in society and blossom into a leader in your sector!
To find out more about Ndidi Nwuneli’s inspirational story and Aace Foods, contact her via email: nnwuneli@aacefoods.com or visit the company’s website and social media platforms:
Website: http://www.aacefoods.com
Facebook: https://www.facebook.com/AACEFoods
Twitter: https://twitter.com/aacefoods
Instagram: http://aacefoods.ng
