Meet Felister Daniel, agri-preneur and Founder of Feda Foods. Felister was trained, coached and supported through SITA’s ‘Mitreeki’ Agro-processor Advancement Programme (MAAP) – alongside 90 other agripreneurs.
Since then, Felister’s company producing roasted cashew nuts has grown exponentially, both in terms of production and sales. Felister cites MAAP as “the reason for the growth of our business”
Why? Feda Foods was struggling with their finance, production and management structures – and to find and tap into new markets: “we had the spirit and drive for achieving, but the motivation was being held back by our lack of know-how. We didn’t know the proper way to keep financial records. We didn’t know the concepts of Good Manufacturing Practice (GMP) and Good Hygienic Practice (GHP). What’s more, Feda Foodsdidn’t have enough financial backing to acquire this knowledge, “even though we knew we needed to learn.”
After five months of SITA’s Mitreeki training and coaching sessions, sales are up 50% and Felister has become confident that she knows where her company is headed.
How? Since the team now know and follow GMP, Feda Foods has been certified by Tanzania Bureau of Standards (TBS). This stamp on the packaging of products is sought by Tanzanian consumers as prima facie evidence of quality and food safety, plus being TBS licensed puts Felister’s company on track to export further down the line. “SITA came to our business at the perfect time!”
Moreover, not only does Felister have a clear business strategy and plan, but management is well-organised, and they have established contracts with their suppliers; “our books of accounts are kept correctly, and we are able to evaluate what we are doing”, she explained. All being well, Feda Foods will be in good stead to pitch to investors to grow the company further.
The bigger picture
As you probably know, flourishing, resilient women-led businesses like Felister’s contribute to Sustainable Development via two key Sustainable Development Goals (SDGs):
Economic empowerment of women is particularly key post-covid: women are not only the hardest hit by the pandemic, they are also the backbone of recovery in communities. Putting women and girls at the centre of economies will fundamentally drive better and more sustainable development outcomes for all, support a more rapid recovery, and place the world back on a footing to achieve the Sustainable Development Goals (SDGs). MAAP is aimed specifically at women-led businesses that process Agricultural goods. But Mitreeki also supports women entrepreneurs across other sectors too – especially Fashion. For more information on SITA’s Mitreeki Fashion Incubator Programme, read SITA’s blog post