Elizabeth Jebby grew up on her parents’ farm.
The entrepreneur mentioned that her parents did diversified farming but specialized in commercial maize cultivation.
In the late 1990s, Jebby was living in Switzerland with her husband when she had the idea to start something back home that would aid local maize growers.
She got the notion to start an agro-processing business while on a student exchange program in the United States.
During her stay in the United States, she sampled Mexican food and discovered maize-based goods like tacos and tortillas.
In 2010, her company transferred her to South Africa, prompting her to relocate her family to Kenya, where they set up a Bdelo production line in a rented factory.
Daniel was in control of the firm while Jebby was away.
“We went to the US, where we found the right technology and equipment. Once we were up and running and had the product ready, that is when reality hit and we realised it’s not as simple to get it on the shelf,” she explained.
They were able to get their items into major supermarkets at first, but distribution and logistics proved difficult.
“Apart from these expenses, you have to deal with inefficiencies in terms of professional attitude. Sometimes shelf-stockers hide products because they want a bribe for better placement,” she said.
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Despite these hurdles, Bdelo was listed and supplied in some of the top supermarkets within three years.
They have successfully distributed their products in a number of regional markets, including Rwanda, Tanzania, Uganda, and Sudan.
They also built its own plant and moved out of the rental space in 2019.
“Over time, we have innovated the tortilla. We have localised it and integrated local raw materials such as millet, sweet potato, arrowroot, chia seeds and even moringa,” she added.
Jebby also stated that, while they focus on the international market, they are also considering localizing some of their items.
“The future is still in the African market for us but for now we are hoping to gain some business in the Middle East and elsewhere while we wait for the high-end consumer market for healthy snacks to grow locally,” she said.
The company has also managed to set up their e-commerce platform.
“Our website features recipes that showcase our product in meals, making it clear that it is not just a chip snack for kids. It also makes an enjoyable and nourishing meal,” she stated.
