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Ethiopian entrepreneur provides a snapshot of his peanut butter business

Wow Peanut Butter is an organic peanut butter brand based in Addis Ababa, Ethiopia. Founder Henok Abera answers our questions.

  1. How did you come up with the idea for Wow Peanut Butter?

After graduating from Hawassa University, I was faced with a lack of work opportunities. I was unable to find a job in my field of study, so I started doing marketing for various companies at exhibitions and expos. While I was travelling across Ethiopia for these expos, I searched for business ideas and discovered a gap in the market for peanut butter. I rented a place and bought a grinding machine that could process 30kg of peanuts per day. I had one employee and sold our product to small shops, mini-markets, supermarkets, wholesalers and cafés in Addis Ababa.

Quick Contact

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