Meet the woman whose company took off after Dragon’s Den
Ex-investment banker Chika Russell has taken the UK by storm with her line of African snacks – but she is also making a huge impact in Nigeria by supporting local food suppliers.
When Chika Russell appeared on the BBC’s Dragons’ Den in 2015, to vie for investment in her West African snack business, she had never imagined that every Dragon would give her an offer. But after taking up Peter Jones on his bid, she decided to strike out on her own.
Ethical Products
Ms Russell did not just want to bring these delicious flavours to the UK – she wanted to support communities in Nigeria as well.
Her strong partnerships with vendors and producers across the country are core to her business model. This not only means her products are authentic – her peanuts are dried beneath the hot African sun before being hand-toasted – but also means she is creating jobs in the region.
“We love the fact that Chika’s Foods creates employment,” says Ms Russell. “We also support all our team in sending their children to school, and making sure they receive an education. I definitely wouldn’t be where I am today without the education I had. If everyone had the same access to schooling, the world would be a better place.”
Another thing that sets Chika’s Foods apart is how it is empowering women. Ms Russell’s lead producer, Mama Efe, even has a likeness of her silhouette on the company logo. “I feel I have a duty to help other women and girls become more confident and achieve,” Ms Russell says. “It’s so important to inspire the next generation of female leaders to strive for success.”
Positive mindset
Notably there still are not many women in the food industry. Having started her career in investment banking – leaving the industry when she had her first child – Ms Russell was certainly used to being one of the only women in the room. But she is never felt this was a disadvantage. For her, being agile is the key to making a business succeed.
