Nadayar Enegesi, co-founder/ chief executive officer of Eden Life, discusses how Jumia Food and Bolt Food’s exit has created an opportunity for local players and the pros and cons of running a lifestyle online business with Temitayo Jaiyeola
This interview has been edited for length and clarity.
Currently, businesses are grappling with higher operational costs and lower purchasing power. How has this affected your business? What strategies has the firm implemented to adjust?
Like every other business in Nigeria, Homemade by Edenlife has faced challenges from higher operational costs and lower purchasing power. To address these, we have streamlined operations to enhance efficiency and reduce costs while maintaining service quality and affordability.
Our commitment to sustainability includes reducing food waste through precise meal planning and using eco-friendly packaging solutions. By sourcing fresh, local ingredients from Nigerian farms and key suppliers as close to the source as possible, we ensure high-quality meals, support small-scale farmers, and strengthen the agricultural sector. We also run a lean operation to keep our costs low.
Jumia Food and Bolt Food recently exited the Nigerian market. Did this impact your business? Also, what will shape the future of the e-commerce landscape in the country?
The e-commerce industry in Nigeria is at a pivotal point, and the Nigerian food delivery scene is changing. We recognise that no business is immune to the current economic realities, so we’re focused on being sustainable and adaptable because that’s what it takes to thrive in this dynamic industry.
While leaving big shoes to fill, Jumia Food and Bolt Food’s exits create an opportunity for us to continue adding value to a market they created while giving us the necessary learnings to continue growing the market. This is more than just business for us—it’s about reaching more people and improving their lives.
Your firm is opening physical stores after years of operating online. What has motivated this? And how will it change your strategy?
At EdenLife, we offer various services that will improve the quality of life of our customers by taking basic chores off their plates, from laundry to cleaning, and access to top-quality vendors, all so they can focus on what matters most. With Homemade by EdenLife, our food retail brand, our core mission is to provide convenient and nutritious homemade meals to our customers. The Homemade physical store in Oniru fulfills our brand promise of ease, accessibility, and consistency.
With physical outlets, we can bring Homemade closer to our customers, giving them easier access. For customers who prefer to order food online, physical outlets also save them time by providing faster deliveries.
Are there further expansion plans in the works? Overall, how has the business evolved since it started?
Our new store in Oniru is just the first step of an exciting journey. We plan to open 49 more stores across Nigeria, bringing delicious food and amazing service to even more neighbourhoods. Homemade by Edenlife will continue to develop products that address key issues around food, such as saving cooking time, storing fresh ingredients, and healthy and safe eating.
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