Beyond the Snack Brand | issue 142

BEYOND THE SNACK BRAND

SHE BUILT THE DEMAND. NOW SHE HAS TO SECURE THE SUPPLY.

Affiong Williams has spent more than a decade building ReelFruit from a dried-fruit brand into a growing processing and export business.

But as production expands and international demand grows, a new challenge is emerging: securing enough quality fruit to keep the business moving forward.

“We’ve proven demand exists; now we must secure steady supply.” — Affiong Williams

Her next move could take ReelFruit deeper into farming, processing and the supply chain behind every pack, transforming the company from a snack brand into a more vertically integrated food business.

BEYOND THE SNACK BRAND