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Nigeria has so many untapped resources. One of them includes Agriculture. The sector is so broad that there are a plethora of investment opportunities waiting to be leveraged to further boost the economy of the nation. People can venture into anything from oil palm to cocoa and livestock rearing to fishery. Thankfully, there are at least a handful of individuals who have decided to tap into the opportunities Agriculture has to offer. One of these is Affiong Williams, founder and CEO of Reel Fruit.

Reel Fruit is a snack and beverage company that focuses on the processing and distribution of home-grown fruits. Affiong Willaims started Reel Fruit with the intent to venture into the agribusiness sector. She said:

I believe that agriculture has huge untapped potential both in wealth and job creation. I am motivated by the possibility that I can change lives and create employment and wealth for myself and others.

-Affiong Williams

Prior to launching Reel Fruit, Affoing worked in South Africa for a period of four years. She, however, quit her job in 2012 and returned to Nigeria to start her own business. On her return, she did her research and found that the fruit juice processing sector was a lucrative one. She also discovered that the sector was a capital-intensive one and would require a huge amount of funds to run.

Nevertheless, she decided to start small and launched operations in her home kitchen. According to her:

I decided to start with my savings. My first cost was applying for registration from the relevant authorities for my products and doing market testing which was around N600,000. I later invested more money to buy packaging and started sales.


Most Importantly, Affiong founded Reel Fruit with a clear objective in mind: to reach health-conscious individuals and those interested in making healthy lifestyle choices. At first, there were challenges, but in time, Reel Fruit started gaining traction and earning a considerable clientele.

Talking about the success of the business, she said,  

Everything takes more time and more work than expected. I have also learned to expect a little and big miracles and luck along the way.


Today, Reel Fruit has grown to considerable heights and is a testament to the opportunities Agriculture has to offer.

In 2012, Affiong started Reel Fruit with just 10 employees and initial savings of $8000, and grants. Today, Reel  Fruit boasts a clientele of supermarkets, local and international airlines, schools, hotels, and restaurants.

It is also interesting to note that Affiong Williams is married to Paga CEO, Tayo Oviosu.

Featured Image Source: Ayiba Magazine

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This article was first published on 6th August 2019 and updated on October 23rd, 2019 at 9:04 am


My name is Samuel Okoruwa. I am an ardent researcher, reading is life and writing is fun.

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