Chichi Eriobu pushes Ukwa as a healthy, branded option

…Integrates backwards with a farm in Anambra State

Self-descriptions speak to vision, ambition, and more. Chichi Eriobu’s descriptions of herself on social media platforms vividly portray her today and tomorrow.

She is an entrepreneur, a Christian, the founder of Phronesis Foods, an author, a champion of food sustainability, an advocate for SDGs 1, 2, 3, and 8, a project manager, a business speaker, and a business coach. The mass communication graduate is also a talent nurturer.

Ms. Eriobu is working to elevate the African breadfruit, Ukwa, from obscurity to a respected place on every table, from casual snacks to formal dining. She started with snacks; however, Phronesis Foods now offers “Ukwa Poundo” to align with the Nigerian preference for “swallow. “
The Ukwa Queen offers a business master class.

 What is the current status of your Ukwa-branded delicatessen?

Phronesis Foods has made significant strides in positioning our Ukwa-branded delicatessen as a go-to healthy food option in Nigeria’s evolving food market. What started as a niche idea has become a recognised and appreciated product line, particularly among health-conscious consumers.

Today, our Aki na Ukwa snack is not just another product on the shelf—it embodies a thoughtful blend of tradition, nutrition, and convenience. We have evolved from selling Ukwa as a raw ingredient to providing convenient, ready-to-eat food solutions that cater to various demographics. These solutions include professionals seeking quick yet healthy snack options, mothers searching for nutritious choices for their children, and older consumers who value the cultural significance of Ukwa but prefer it in a more accessible form.

One of the most significant milestones we have achieved is refining our production process. Initially, we faced challenges in the supply chain. We dealt with quality inconsistencies, but we have worked hard to standardise production, improve packaging, and enhance the shelf life of our products. Additionally, we have diversified our distribution channels, ensuring our products are available in select supermarkets, online stores, and bulk purchase platforms.

However, we are not stopping there. The demand for protein-rich and indigenous superfoods is growing, and we are continuously working on product innovations that will make Ukwa more accessible, affordable, and appealing to a broader audience.

What hopes inspired your startup?

My mother retailed Ukwa for over 35 years in Onitsha, Anambra State. She was and still is my core inspiration. She wanted to reach as many people as possible with Ukwa because she believed in the nutritional benefits, which I learned from her. So, Phronesis Foods was birthed out of passion and necessity. On one hand, I was deeply concerned about food insecurity, malnutrition, and the underutilisation of indigenous crops. On the other hand, I saw an opportunity to create a business that could solve real problems while also being profitable.

Nigeria, like many African nations, faces a paradox: we produce an abundance of nutritious crops, yet food waste is alarmingly high, and malnutrition persists, particularly among children and women. Ukwa (African breadfruit) is a superfood rich in protein, fibre, and essential nutrients; however, it is largely overlooked in mainstream food markets.

I wanted to change that narrative. My vision was simple: Transform a locally available, nutrient-dense crop into a product that could feed people while creating jobs and economic opportunities for local farmers and suppliers.

Beyond the nutritional and economic aspects, I was motivated to modernise and elevate Indigenous foods. There is often a perception that traditional foods are inferior or less desirable than imported alternatives. I aimed to challenge this notion by creating high-quality, well-packaged, and market-driven Ukwa-based products that compete with other food items in the global market.

 Take us through the journey, including branding, commercialisation, and the rigours of SME business.

The journey has been a mix of excitement, challenges, and ongoing learning. When we first started, one of the biggest hurdles was understanding how to transition from selling Ukwa in its raw form to creating branded, packaged food products that could compete in retail.

Branding and Positioning

Branding was crucial to this journey. We needed to make Ukwa appealing to traditional consumers who loved it and new consumers who had never tried it. This meant investing in high-quality packaging, developing a strong brand identity, and educating consumers about its nutritional benefits.

Another key decision was ensuring that our branding reflected modernity and cultural authenticity. We aimed to preserve the heritage behind Ukwa while making it aspirational and appealing to younger generations who are more accustomed to Western-style snacks.

Commercialisation and Market Penetration

Commercialisation brought its own set of challenges. At first, many retailers were reluctant to stock our products because they didn’t fully understand the market potential. We engaged in extensive market testing, sampling campaigns, and direct-to-consumer sales to increase brand awareness.

One of our game-changers was leveraging digital platforms and social media to create content highlighting Ukwa’s health benefits, sharing testimonials, and engaging with customers online. This enabled us to drive direct sales and grow demand in physical retail outlets, prompting many stores to take us more seriously.

The Rigours of SME Business

Running a small and medium enterprise (SME) in Nigeria is not for the faint-hearted. Each growth stage brings new challenges, including supply chain disruptions, fluctuating raw material costs, power shortages, and the complexities of scaling production.

We sometimes faced cash flow issues, delays in ingredient sourcing, and unexpected operational setbacks. However, resilience has been key. We have learned to be flexible, pivot when necessary, and always keep an eye on long-term goals rather than get discouraged by short-term setbacks.

Key Lessons and Experiences

Throughout this journey, we have learned some invaluable lessons:

Adaptability is essential. The market shifts rapidly, and inflexible businesses often face challenges. We have consistently refined our approach based on market feedback.

Strategic partnerships are crucial for scaling. Building the right network is critical in working with suppliers, distributors, or logistics companies.

Customer feedback is a goldmine. Listening to consumers has helped us improve product quality and expand offerings.

Funding is never enough, but resourcefulness keeps us going. We’ve had to be creative with cost management and lean operations while ensuring quality.

 Backward Integration with a Farm – The Journey So Far

We recently partnered with a real estate company in Anambra State and secured multiple acres of farmland for Ukwa cultivation, a significant step toward sustainability and cost efficiency. Given the unpredictability of sourcing raw materials, we knew backward integration was necessary to guarantee quality and supply stability.

We are currently working on:

. Structuring farm operations to ensure sustainable production.

. Partnering with local farmers to boost output and create economic impact.

. Implementing best agricultural practices to ensure high-quality yields.

We aim to control more of our value chain, from farm to final product, reducing reliance on external suppliers while supporting rural agriculture.

Next Steps

Looking ahead, we are focused on scaling production, expanding into new markets, introducing new ready-to-eat products (not necessarily made from Ukwa), and deepening our impact. Some key next steps include:

Increasing retail presence across major supermarkets, online platforms, and export markets.

Developing more plant-based protein product variations to cater to different consumer preferences.

Exploring innovative food processing methods to improve shelf life and cost efficiency.

Investing in sustainable production methods to minimise waste and reduce our environmental footprint.

We at Phronesis Foods believe indigenous foods hold the key to healthier communities and economic growth. We are excited about the journey ahead and committed to making nutritious, locally sourced food accessible to all.