Real Stories (Inspiration)
Hadija Jabiry
Nov
Age: 28 • Agribusiness • Eat Fresh, Tanzania
“Having the right people not only in your organization but also in your network is very important for business success.”
Hadija did not dream of becoming a farmer when she finished her Bachelor of Business Administration in Accounting. However, after a failed attempt in the soap-making business, she took a leap of faith in 2015 and ventured into agribusiness. Over the past three years, her company, Eat Fresh, has successfully exported quality produce to international markets and supplied fresh goods locally in Tanzania. She attributes her success to networking, applying the skills she learned in university, and hard work.
1. As a Business Administration graduate, what sparked your interest in farming?
Like many young people in our country and across Africa, I never thought of becoming a farmer. Farming is often seen as a fallback for those who have failed or for the elderly. In Tanzania, more than 85% of farmers are smallholders living in rural areas with poor tools—there’s little glamour in that lifestyle.
My interest in agriculture grew when I realized the potential to make money and saw that farming is one of the few sectors where you can start small and scale up into a successful brand. I had no farming background, so I read extensively and decided I could hire professionals to help me build a thriving agribusiness.
2. You started Eat Fresh in 2015 with 8 acres of vegetables and a global vision. What lessons have you learned?
Here are a few key lessons I’ve learned:
- Having the right people in your organization and network is vital to success.
- Believing in yourself and your vision is crucial, especially in the early, uncertain stages.
- There’s no substitute for hard and smart work.
- Every successful venture begins with proper market research before production.
3. What produce do you grow, and why those in particular?
We currently grow French beans, snow peas, and sugar snap peas. These crops thrive in our area’s high-altitude climate (2,200 meters above sea level), allowing us to produce all year round. Additionally, there’s strong demand for these vegetables in the export market.
4. How did you fund your business? Was it bootstrapped?
I started with the little savings I had and reinvested all the revenue back into the business. As the business has grown, we’re now exploring loans, investors, and grants to finance the next phase of expansion.
5. What strategies did you use to understand the market before launching?
We began with detailed market research to identify gaps and understand customer needs. We learned who our customers were, what they wanted, when they needed it, and how they wanted it packaged. We’ve used innovative online tools to retain customers and expand our distribution.
6. What challenges do you face in reaching your market, and are these common among other farmers?
Our biggest challenge is producing the volumes our customers require. While many farmers struggle to find markets, our issue is supply capacity. Another challenge is agro-logistics. Tanzania lacks dedicated cargo flights, so we use passenger flights, which come at a higher cost—putting us at a disadvantage compared to farmers in countries with better export infrastructure.
7. Your first business (soap making) didn’t succeed. What did you learn from that experience?
The soap business required a large investment in machinery like plodders, mixers, and cutters. I couldn’t afford that, and banks wouldn’t fund us due to lack of collateral and supporting financials. From that, I learned the importance of having your numbers in place. Investors and lenders make decisions based on financial data—not passion or promises. Keeping proper accounting records is essential, no matter how small your business is.
8. What’s your advice to unemployed youth waiting for government or private sector jobs?
They should consider farming. There are huge opportunities in agribusiness. Africa has over 65% of the world’s arable land, excellent climate, abundant water bodies, and a rapidly growing population. Farming is a key to reducing unemployment.
Youth should avoid idleness and complaining. Instead, reflect on what skills they already have—be it soft skills like networking or idea generation—and use them to build something. Be willing to start small, stay focused, and work hard to achieve your goals.