Elizabeth Jebby Bischof is the founder of Bdelo, a Kenyan food production company that manufactures maize-based products.
She established the company alongside her husband, Daniel, in 2010.
Despite the challenges that comes with entrepreneurship, the couple managed to grow their business to have their own factory.
Here is their story as told by WoK.
In an interview with How We Made It in Africa, Jebby noted that she grew up in her parents farm.
The entrepreneur stated that her parents practiced mixed farming but they specialized in commercial maize farming.
In the late 90s, Jebby was living in Switzerland with her husband and thought of starting something back home that could benefit local maize farmers.
The idea of setting up an agro-processing business came when she was on a student exchange program in the US.
It was during her stay in the US when she tried the Mexican cuisine, and came across maize-based products such as tacos and tortillas.
In 2010, her employer transferred her to South Africa forcing her to settle her family in Kenya where they established a production line for Bdelo in a rented factory.
Daniel was in charge of the business when 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.
While starting off, they managed to have their products on leading supermarkets but distribution and logistics were a challenge.
“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,” Jebby.
However, despite the challenges, Bdelo was listed and stocked in some of the largest supermarkets within three years.
They have managed to have their products in various regional markets including Rwanda, Tanzania, Uganda and Sudan.
They also constructed their own factory and moved out of the rented facility 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,” Jebby added.
Jebby also explained that as much as they target the international market, they are also looking at localizing some of their products.
“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,” Jebby added.
