Achieving the aspiration of expanding their vision globally is a significant achievement for numerous African entrepreneurs. Emmanuel Ampadu, co-founder of Pure and Just Company Limited, is currently living that very dream.

 

His company, known for its emphasis on being led by women, youth, and dedicated to climate-smart agro-processing, specializes in transforming tropical fruits into delectable dried fruit snacks under the brand name Yvaya Farm. Notably, their reach extends beyond Ghana and encompasses markets in Nigeria, the USA, Switzerland, Germany, and Japan, as well as supplying international airlines such as United Airlines, Delta Airlines, and Emirates. In Japan, Yvaya Farm holds the distinction of being the first Ghanaian dried-fruit company to enter the market.

 

“My inspiration to venture into this business started from a college after winning a grant that allowed me to support farmers in the local community. Through this process, I realised the farmers did not have a market for their produce, so I decided to help them add value to it. This was when I and some partners started drying the farmer’s pineapples and selling them as organic snacks. After school, I met Yvette, who was in the business of drying mangoes. We merged our two businesses and started Pure and Just Company Ltd. She is the CEO, and I am the COO managing operations. And as the saying goes, the rest is history,” Emmanuel.

 

Similar to the typical experience in entrepreneurship, expanding a business poses its fair share of challenges. African businesses, including Emmanuel's, must navigate external obstacles such as burdensome taxes and inadequate infrastructure. In the case of his business, the impact of climate change is particularly significant, as it disrupts the seasonal availability of fruits. Moreover, meeting the high demand for dried fruits in the international market presents a capacity challenge.

 

“We joined the GrowthAfrica Acceleration Programme to help us understand how best to restructure our business and make us investment ready. With adequate knowledge gained, we are currently fundraising to build a large facility on a 100-acre mango farm that will help us export at least one container of dried food every month,” added Emmanuel.

Data is king. A concept that Emmanuel has understood and appreciated for years. To help him make business decisions, he records every business detail and reviews the data to help build strategies.

 

“Every entrepreneur needs to collect and analyse data. Data helps you make informed decisions instead of emotional ones. For example, we collect data such as when a tree was planted, how long it took to mature, when fruits were harvested, washed and processed…to when it was delivered for export. This data has helped us go international, as the export market is keenly interested in this information. This data also made us realise that we did not need to buy a power generator due to frequent power cuts, as they were not too disruptive to ruin our produce; we have channelled these resources to other business areas, “Emmanuel said.

 

Emmanuel offers valuable advice for businesses aiming to expand internationally:

 

1. Embrace authenticity: Maintain integrity and honesty in your business dealings. Understand your limitations and be aware of your capacity. Instead of solely focusing on financial gains, recognize that as your business goes international, you become a representative of your country and a catalyst for other businesses.

 

1. Streamline internal processes: Ensure that your internal operations are well-established and that essential documents, such as certifications, are in order. When exporting products, international markets prioritize quality. It is crucial to follow through on what you claim to be doing and maintain transparency throughout.

 

1. Craft a compelling narrative: Develop a strong and captivating story that not only resonates with your audience but also reflects your business's values. It is essential to embody your story rather than simply narrating it. A compelling narrative will differentiate you from competitors and make you stand out.

 

1. Emphasize accountability: Seek guidance from experienced advisors who have traversed similar paths. It is common for entrepreneurs to perceive themselves as independent decision-makers capable of anything. However, advisors play a crucial role in supporting you throughout your journey, providing guidance, checking up on your progress, and helping you navigate forward.

 

Embracing these principles can significantly enhance the prospects of international success for aspiring businesses.