G-YEDIDIA: The best sub-titles are short, informative and catchy. Food for everyone!
Kigali, RwandaKigali, Rwanda
Year Founded:
Project Stage:
2015
Organization type:
for profit
Start-Up
Budget:
$1,000 - $10,000
Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.
Imagine those kids that wake up and go to school empty stomach, families that are
unable to buy pricy maize or maize flour because they are scarce. They are scarce
because one season they were harvested in plenty and consumed and some lost. Here
comes a thought of how can they get maize product, how to keep maize for long time to
consume in such time; therefore, the idea of cornflakes was born. They will be able to
buy a maize product at low price that kids will like, the product that will offer them almost
all the needed nutrients. As the products less weighs and well packaged, it will be possible to manufacture for external markets, that it to say neighboring countries and people from far.
Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.
We are just beginning and in need of external investment to accelerate the activities.
Spread Strategies: Moving forward, what are the main strategies for scaling impact?
Starting this business, we expect to make it a household first in Rwanda in four years.
With the use of marketing through radio and local TV channels and as Rwanda is small,
it will be easier to make it known. Thereafter we will start to export our product to
Burundi; similar to Rwanda we will use the same strategy of strong marketing. And in 10
years we expect that we will be selling to eastern D.R. Congo and East African countries
in general.
Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?
This is a for profit business, it uses locally available raw materials at low cost, simple to
process and add value to agricultural product, so getting a profit from
selling. We expect to grow the business first locally here in Rwanda, the money gotten from selling in home country will be used to expand to external markets. Cornflakes will be manufactured in Rwanda, in one location and distributed to markets: production costs are low.
Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?
understanding the marketplace for this project.
Most of cornflakes products sold here are imported from distant countries such as South
Africa and European countries; this makes them very expensive and unavailable to large
market. Our business will be different in that it sell at low cost and be available to many. Our cornflakes will be also fortified with milk and vegetables; so that those hungry people may depend on them for food for well-being. This is food for all! That is why initially we will ensure partnerships with schools, hospitals, hotels and supermarkets.
Founding Story
By mechanization and land consolidation programs implemented by the government of
Rwanda, there was a huge increase in harvest of maize, unfortunately most of it was lost
afterwards. One day I was having fun with my friends at one fancy hotel here and was
surprised when my friend ordered cornflakes: made in South Africa and spent 5000
Rwandan Francs. I was perplexed! And since I’m doing Food Science and Technology
at college, one day we studied how to make cornflakes and this idea of stormed my
mind.
Team
The business is composed of me as (1)CEO soon graduating in Food Science and
Technology, (2)Director of operations my class colleague who specialized in breakfast cereals, (3)Manager of marketing and
Finance a graduate of Business Administration, and (4) 4 technicians to operate machines
that were trained. All of them are full-time employed. We plan that as we grow up after
1year we will increase the number of technicians to 50 as the market expands; add 3
accountants and 10 drivers for distribution. As the business expands we will employ staff in charge of sales&marketing in each new market: 1sales manager, 3 marketing staff and 2 accountants in each area.
Please confirm how you heard about the Unilever Awards:
Social Media
Please confirm your role in the initiative (eg Founder/co-Founder) and your organisational title:
Foubder and CEO
Which of the 8 UN Global Goals (Sustainable Development Goals) pre-selected for this competition does your solution relate most closely to? [select all that apply]
No Poverty, Zero Hunger, Responsible Consumption and Production.
Please provide examples of any previous entrepreneurial initiatives you have pioneered.
I created G-YEDIDIA as a business that makes and sells Stevia bread. A low calorie bread that is
sweet. The project got an award from African Innovation Prize and is growing.
Beyond your existing team, who else are you working with to achieve your objectives, eg partners, advisors, mentors?
We are currently partnering with my lecturers at University of Rwanda to produce a more
competitive product on international market.
Partnership with supermarkets to put our products on shelves, with schools to feed kids but also provide health education and entrepreneurship.
WE are currently working with INKOMOKO a business incubator in mentoring, market research, and business development.