Desola Jimmy-Eboma, is the CEO of FreshOla Organics who holds a degree in Mass Communication and an MBA from the Metropolitan School of Business and Management, UK, along with professional certifications in advertising, marketing, project management, business analysis, and scrum mastery. 

Her commitment extends to supporting women and youth through initiatives that promote financial empowerment, skills development, and personal growth.

With her 15 years of experience in business development, project management, and brand strategy, she has gained through her client-agency relationships and work across diverse industries, including FMCGs, sports, banking, agriculture, hospitality, tourism, and tech startups. Not limited to corporate organisations, Desola has also worked on various governmental projects through client-agency relationships at both state and federal levels. This extensive background equips her with a comprehensive understanding of business dynamics, enabling her to drive innovation and growth in all her ventures.

Beyond her business endeavours, ‘Desola serves as board member and director for some thriving marketing and communication businesses, where her strategic insights continue to contribute to their growth and success. 

Desola Jimmy-Eboma is on a mission to create global brands that showcase Africa’s heritage while empowering communities. Happily married with children, she embodies the principles of faith, family, and purpose-driven leadership.

In this interview with Cynthia Alo, the founder of Small Scale Enterprise Lab, speaks about the hurdles of scaling small businesses, navigating international markets, and the evolving landscape of MSMEs.

Your entrepreneurial journey?

About four years ago, I embarked on a journey with FreshOla Organics. FreshOla Organics is a dedicated Agro-food processing and packaging company specialising in providing dehydrated pepper and sauce mixes that showcase authentic African flavours. 

 From our first year, we recorded tremendous success, strategically distributing our products across Nigeria and reaching international markets. This journey, though filled with challenges, was made possible by a belief in the power of possibility; my own, and by extension, our family’s collective possibility.

None of this would have been possible without the unwavering support of my husband, who, from the earliest days in our home kitchen, held my hands and gave me the wings to fly. Together, we established FreshOla Organics Food and Packaging Ltd., our family business that has grown from a shared vision and dedication.

My professional background in mass communication and business, along with extensive experience across industries such as marketing, banking, and tech startups, laid the foundation for our rapid success. Venturing into this business firsthand exposed me to the myriad challenges faced by small-scale manufacturers in Nigeria from mastering branding and packaging to navigating complex distribution channels. This realisation ignited a deep passion within me to share my knowledge and experiences with other passionate individuals seeking to turn their innovative ideas into viable products.

Why did we embark on this journey, and why now? Because the world needs to see the capacity and capability of our local industries. From small-scale manufacturing hubs in Germany to family-owned enterprises in India, we’ve seen how such ventures invigorate local economies and empower communities. Here in Nigeria, with our vibrant culture spanning the arts, food, and fashion to name just a few, we have a unique opportunity to harness these sectors not only for economic growth but also for cultural preservation and innovation.

The products are stocked in prominent retail supermarkets and are also available online and in select international stores, expanding their reach to the United States, the United Kingdom, and Canada.

You recently launched the Manufacturing Business Accelerator (MBA) program under your SSE Lab, Can you tell us about the MBA program and its role in empowering MSMEs?

The MBA is a transformative 12-week program designed to help entrepreneurs take their ideas from concept to market-ready products. We guide them through branding, packaging, and marketing, so they not only have a product but also a strategy to sell it effectively. The first step is about harnessing their passion with expertise and skills  to develop a viable product and position it to make an impact in the market. We want entrepreneurs to understand that people buy solutions to problems, not just products.

 What are some of the biggest challenges that MSMEs face when expanding internationally, particularly to the US and Canada?

Exporting organic products to the US and Canada has presented significant challenges. One of the major challenges is navigating the complex regulatory environments. For instance, the US Food and Drug Administration (FDA) and the Canadian Food Inspection Agency (CFIA) have stringent requirements for labeling, ingredients and packaging. This means significant investments in compliance. For instance, ensuring compliance with FDA food labeling laws required substantial investment in research and adjustments to our production and packaging processes. 

Secondly, shipping logistics can be overwhelming with high freight costs, Customs duties, and delays at ports, especially for small-scale manufacturers. For example, global disruptions in supply chains have led to increased shipping rates, significantly affecting our profit margins.

Lastly, building trust in international markets is challenging. Buyers and distributors often prefer established brands, necessitating significant investment in marketing to gain credibility and build our brand reputation.

Given these challenges, how can exporters navigate potential disruptions particularly with US trade policies?

Exporters can navigate potential disruptions from US trade policies by adopting proactive strategies such as market diversification. Reducing overreliance on the US market by exploring opportunities in Europe, the Middle East, and Asia, where demand for Nigerian, and by extension, African all natural products, is increasing. Also, forming local partnerships like collaborating with trusted distributors and agents in the US will ensure quicker adaptation to regulatory changes and minimize the impact of policy shifts.

Finally, advocacy and leveraging support from organisations like the Nigerian Export Promotion Council (NEPC) can provide exporters with insights and policy updates while leveraging on E-commerce platforms like Amazon and Etsy will allow exporters to bypass some traditional trade barriers, reaching customers directly.

The CBN has maintained a double-digit Monetary Policy Rate for some time. What impact is the apex bank’s stance having on small-scale businesses?

The double-digit Monetary Policy Rate (MPR), currently at 18.75 percent, increases borrowing costs, making it harder for MSMEs to secure loans for expansion or working capital. To navigate this challenge, MSMEs can explore alternative funding sources like angel investors or grants, leverage government-backed low-interest schemes like NIRSAL Microfinance Bank loans and focus on operational efficiency to reduce costs and ensure sustainability in this high-interest environment.

What can MSMEs do to better comply with international regulations in their export operations?

We have implemented a three-pronged approach. First, we conduct continuous research into international regulatory standards, which keeps us ahead of any changes. Second, we partner with local consultants in target markets to ensure our products meet local requirements. Third, we pursue global certifications, like HACCP and Organic Certification, which not only help us comply but also enhance our product’s credibility in global markets.

What trends do you see shaping the future of MSMEs in Nigeria?

The future of MSMEs in Nigeria will be shaped by digital transformation where E-commerce platforms are providing MSMEs with wider market access, transforming traditional retail operations.

Also, growing consumer interest in eco-friendly and sustainable products will drive MSMEs to adopt greener production practices.

Additionally, Fintech solutions companies are redefining MSME financing by offering credit lines and seamless payment systems. Through the program, we prepare entrepreneurs to capitalise on these trends by offering modules on digital marketing, sustainable product development, and financial management.

What do you think is the biggest barrier for MSMEs in Nigeria when it comes to accessing credit?

Access to credit remains a persistent issue; traditional financial institutions often require collateral. However, some fintech platforms are bridging this gap by offering microloans without collateral. Additionally, MSMEs can explore grants from organisations including the Tony Elumelu Foundation or government initiatives designed to help small businesses. We also encourage businesses to join cooperatives or peer-lending schemes, which offer alternative financing solutions. Maintaining proper financial records is crucial for MSMEs to demonstrate creditworthiness and attract funding.

Most MSME operators lack adequate financial literacy, especially in terms of bookkeeping and costing. What is your recommendation for up skilling?

Up skilling MSME operators require targeted interventions including training programs, partnering with organisations to deliver financial literacy workshops. Encouraging the use of apps including QuickBooks and Wave for bookkeeping simplifies financial management. Platforms like Coursera and Udemy offer accessible courses tailored to MSMEs. Also, continuous mentorship programs, such as those integrated into the MBA program, provide practical guidance and support.

As a successful female entrepreneur, what message do you have for those considering starting their own businesses?

Start where you are, with what you have. Entrepreneurship requires patience, persistence, and the willingness to adapt. Challenges will arise, but with resilience and continuous learning, success is achievable.