How Affiong Williams’ ReelFruit Journey Inspires Youths To Dream

How Affiong Williams' Journey Inspires Youths To Dream

Affiong Williams, is the founder and current CEO of ReelFruit.

Many youths today will complain of lack of job opportunities due to bad governance but Affiong was all about chasing her dream.

After her postgraduate diploma (PGD), she found her way to Endeavour South Africa, where worked passionately for four years, 2008 to 2012. The universe smiled at her leaving a Portfolio Manager opportunity on her table. You don’t expect her to ignore 🙂

Having saved about $8000 working with Endeavour South Africa as they say, the lady from Cross River left SA for Nigeria in 2012. She has been carrying ReelFruit in her until it was time to push it out to the world.

Like many entrepreneurs starting from a small space, it was said that Affiong gave birth to ReelFruit in her home at Surulere, Lagos. And there, the company started with baby steps.

The company produces some fresh nice snacks from dried fruits.

The impact of external funding on ReelFruit

In a recent interview, the Nigerian entrepreneur shared how she raised about $3m to support the business.

The investors include Samata Capital, Flying Doctor Healthcare Investment Company, and Alitheia IDF.

According to the company, the funds will cover a new facility in Ogun State as well as expanding sales to international markets.

Over half a decade ago, Affiong Williams was listed by Forbes among Africa’s Most Promising Entrepreneurs. They’re absobloodylutely right.

So far, among various recognitions and awards, ReelFruit has also won the international Women In Business Competition in the Netherlands.

By Elijah Christopher

Elijah Christopher
Elijah Christopher is a journalist at A New Touch Of Africa, is also a creative writer, a poet, and an IT enthusiast. He contributed to the collaborative poem written in celebration of Edwin Morgan Centenary, the first Glasgow poet laureate and Scottish national poet from the University of Glasgow. He loves meeting people and learning about new places, cultures, events, and lifestyles.
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