Lebanese entrepreneur Geoffrey Fadoul changed the African snack food business market by leveraging his experience while growing up in different African countries.
With a business mindset, he followed his family’s steps and earned an MBA in business administration. With this, he joined the family business.
Since the family business only has specific areas they operate, Fadoul decided to explore other areas in the market. With his experience from Fadoul Group Africa, the family business, he pivoted into manufacturing consumer products.
In 2018, he founded Daily Food Limited, an industrial bakery that manufactures and distributes snack food products in Ghana.
The big breakthrough
Geoffrey Fadoul conceived the idea while stuck in traffic in Nigeria. He noticed that the brand Gala was the most sort after snack, especially in traffic. In an interview with How We Made It in Africa, he said, “It was an eye-opening observation as we saw how quickly they sold on the streets of Lagos”. With this, he decides to model after the product.
However, he did not consider two factors. The consumer market in Ghana is different from Nigeria, and the traffic in the country is mild compared to Nigeria. This, thus, caused a little setback for the business.
Instead of quitting, he looked for an alternative which led to the birth of the new product, Boss Baker cupcake, in 2019. Within three months, the product was a success. It also became one of the best-selling food snacks in Ghana.
With this, they started exporting to other West African countries such as Benin, Togo and Côte d’Ivoire.
The B2B breakthrough
With the success of the cake product, Geoffrey Fadoul and his partner took the company to the greatest height. At the company’s inception, they ensured it had all the necessary documents to set it apart from competitors.
This makes the company the only industrial bakery with International Organization for Standardization (ISO) 22000 certified and FSSC 22000 certified in Ghana. This is the highest food safety standard certification in the world.
This attracted fast-food chains such as Burger King, KFC, and Domino to partner with them. It also marked the beginning of the business-to-business in Daily Food Limited.
What’s for the future?
With this milestone, Geoffrey Fadoul plans on taking the brand a step forward into other markets. This includes Nigeria. Internationally, the company will be introduced into the Dubai market. To this effect, it has been registered in Dubai.
The company also has three small-term visions. Firstly, to increase its Franchise and supplies to include more multi-national fast-food franchises. Secondly, to promote creativity in its Boss Baker product.
The company has been ensuring this with its digestive and sugar-free cake launch. Though known for its cake, the company also plans on adding biscuits to the snack list. In the third quarter of this year, the company will unveil three types of biscuits.
Thirdly is the plan to export the brand into Europe and the United States of America (USA) in the next three years. The company plans to increase its output product in three years. Currently, the company sells 500,000 cupcakes daily.
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