From Local Grain to Global Brand: Launching and Scaling a Successful Ethiopian Superfood Business with Yonas Ademassu Alemu

Unlocking Africa

Episode 138 with Yonas Ademassu Alemu, an investment banker turned entrepreneur who founded Lovegrass Ethiopia. As the Managing Director of this innovative health food company, Yonas has been instrumental in bringing the rich heritage of Ethiopian grains to the global stage. Lovegrass Ethiopia specialises in creating a diverse range of products, including pasta, breakfast cereals, pancake mixes, powdered beverages, and snacks, all crafted from teff and other traditional Ethiopian grains.
Teff, a tiny ancient grain native to Ethiopia, has been cultivated for over 4,000 years and is best known as the key ingredient in ‘injera’, a flat, spongy sourdough bread that is a staple in Ethiopian diets. This nutrient-packed superfood is not only gluten-free but also a rich source of iron, magnesium, calcium, and essential vitamins. Yonas is on a mission to share the incredible benefits of teff with the world and how Lovegrass Ethiopia is making a mark both locally and internationally.
What We Discuss With Yonas

• Returning to Ethiopia despite scepticism from his friends
• Forming relationships with farmers and investing in farms to guarantee a consistent, good-quality supply of Teff.
• How Yonas has managed to successfully export his products to the UK and other European markets.
• The challenges of building the factory in terms of financing, finding the right machinery, quality standards, and control.
• What key tips and advice would Yonas give to aspiring agriculture entrepreneurs in Africa?

Did you miss my previous episode where I discuss Rethinking Economics and Impact for Music Festivals in Africa? Make sure to check it out!
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Connect with Terser on LinkedIn at Terser Adamu, and Twitter (X) @TerserAdamu
Connect with Yonas on LinkedIn at Yonas Ademassu Alemu, and Twitter (X) @thelovegrass

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