Antonio Magnaghi, a Kenyan chef, founded Euro Ingredients Ltd. and Chapati King after identifying a gap in Kenya’s food industry.
He conceived the idea for Euro Ingredients Ltd. and Chapati King after observing street vendors in Kenya cooking chapatis.
Magnaghi identified a gap in the market for consistent, high-quality chapati production.
His culinary background from working in various countries informed his approach, allowing him to innovate and expand his offerings.
Initially focusing on a B2B model, Magnaghi aimed to ensure consistent quality in chapati production, leading to the creation of fully cooked.
In an interview with Imagine Business, he explained that he initially set up the business to sell chapati dough to other businesses.
However, Magnaghi started making cooked chapatis to consistently produce the product and this keeping the business running.
“I wanted to provide the dough; I would make the dough and supply it to people making chapatis but I realized their key thing is profitability so they would cut corners and all that.
“I had to go back to the drawing board and see the best way to make sure that I have consistency of the product and that’s why I ended up making ready to eat chapatis,” he said.
Magnaghi explained that with ready to eat chapatis, the consistency is already there, and therefore he shifted his focus on distribution.
“We have somebody who is handling the distribution. We focus on what we are good at but we left distribution to somebody who is an expert in distribution,” he stated.
Magnaghi also noted that he did not expect his business to grow to its current level, noting that they grew from serving the informal sector to going mainstream.
“I never expected this but it comes because of consistency; don’t be in a hurry because if you are in a hurry you’re not going to make it. You need to understand that it takes time as well,” he said.
Chapatis are immensely popular in Kenya, often regarded as a staple food.
They are commonly consumed with various dishes, especially in roadside eateries known as vibandas.
Chapatis are versatile, served alongside beans in a dish called chapo dondo or combined with smokies to create a popular snack known as smocha.
Additionally, chapati’s significance extends beyond mere sustenance; it symbolizes social status and is often prepared during special occasions like Christmas.
