How Affiong Williams Turned Her Home Confectionary Business Into A Fast Rising Brand

If you have a gigantic idea and you don’t have enough financial capacity to achieve it, start small and grow big. The founder of Reelfruit, Affiong Williams started her business which focuses on locally made and packaged products right from her Kitchen. She has successfully turned it into a big brand.

Affiong Williams is from Akwa Ibom state, Nigeria. She graduated from the University of Witwatersrand, South Africa with a B.Sc. in Physiology and Psychology. She holds a postgraduate diploma in business management from the same university. She further attended the Stanford Graduate School of Business where she took part in the Seed Transformation Program of 2018.

Before founding ReelFruit, Affiong had worked in Endeavor in South Africa, where she rose to become a portfolio manager. She left in 2012 and returned to Nigeria to start the company.

ReelFruit has employed 30 people directly and many more in the value chain. Their products include a range of dried fruit snacks and nuts such as mango, pineapple, cashew, banana and coconut. Their products are sold in 250 locations in Nigeria as well as airlines, hotels and schools.

Her company has won awards which such as International Women In Business Competition in the Netherlands and an SME exhibition (Creative Focus Africa) in Lagos, Nigeria.

She is an entrepreneur with a difference, having been listed by Forbes among the African’s Promising Entrepreneurs in 2015. Affiong Williams is working towards redefining business in Africa while creating jobs and wealth for the majority of the continent’s population.


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