Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Balkisu Aliyu, Owner of Elsutra Foods, located in Toronto, ON, Canada.
What's your business, and who are your customers?
Elsutra Foods Inc. is a food producer established in 2020. We produce an African-inspired beef jerky known as Kilishi. Kilishi is a popular street snack back in Nigeria. It is a childhood memory snack that my family and most of my community missed so much as there was nothing closer to its texture, flavor, and above all, halal option.
Tell us about yourself
I am a mom and food entrepreneur. Growing up in Africa, I learned the art of cooking from my mother. I came from a 3-generation family in food and cooking. I moved to Canada after studying in the United States. My background is in Accounting, and MBA in Information Systems. However, food and cooking are my comfort zone. As a new immigrant in Canada with a brand new second baby in 2020, I decided to get my food handlers certificate and also joined a business coaching program with Access International.
My goal has always been to start a food business. My business journey began after I got involved with my local community, and everyone asked how they could get their hands on Kilishi (an African-style beef jerky). When we think about jerky or meat snacks, there aren't a lot of options for the halal community. In grocery stores, there is just “one kind,” and the meat is too tendered. We wanted to make something that is one-of-a-kind and offers diversity to our community. Kilishi is processed a little differently; hence the texture (chewy & crunch) and flavor (spicy) are different.
Our original flavor is inspired by African spices. However, Kilishi was also accepted by a diverse group of people; we know that we need more inclusion in our brand. So we diversified our flavors. We introduced Tandoori and Curry flavors. We focus on bringing flavors that were never seen in jerky before. All of which are becoming extremely popular not only in our local community as envisioned but across Ontario.
What's your biggest accomplishment as a business owner?
By introducing this popular African snack to everyone around us and also offering options for our halal community, Kilishi Spicy is diversifying the local market. In a foodie town like Toronto, our three flavors of Kilishi add colors to the cultural aspect of the community. Canadians are becoming curious about the new jerky. So far, we are producing about 2000 packs a month and planning to scale up.
We have created two job positions on the production side. It wasn’t just a job for locals; it was giving them purpose during lockdown when the whole economy and community seemed to have paused. As we are contributing to the local economy, we are also making sure that our production is sustainable. The most rewarding impact for our brand is giving experience to students to learn the process and documentation for production. It was also a brand new experience for me and my partner (my husband), So we wanted to teach young students the basics.
Our brand supports two charities, which are women empowerment initiatives that support widows and young women to start a business. We also support a V.V.F foundation that offers corrective surgeries to young women with V.V.F. conditions in Africa. Our brand also has a big vision to start a Skill Acquisition Program for young girls with or without disabilities by the middle of 2023.
What's one of the hardest things that come with being a business owner?
After my husband was laid off twice at the beginning of Covid due to the lockdown, our goal was to create a brand that could aid in hiring individuals in the same situation. The initial plan was to introduce Kilishi to our community. We saved up all of our money and invested it all into making our product to kick-start our business. However, changes are constantly taking place at speed faster than planned. The next day of our store opening, a lockdown was announced. We later learned that, unlike a restaurant, as a distributor, we cannot cook and distribute at the same location; we needed a separate production facility.
That period was the lowest valley point. We closed down the store and went on a search for a production facility that supports Halal food. After about three months, we were lucky enough to find Halal Fine Foods, who were open to sharing their production space with us. While all of these happened during COVID time, the business also gave us purpose and new goals to keep moving during times of uncertainty.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
I will say to believe in yourself. Stay motivated and focus on the vision of your business. Never compromise on the quality of your product, even if it means doing more or charging more for it.
There are many barriers that women, especially immigrants, face in this food community. Do not let that take you down. Be strong and think of the brighter future to keep you going. I understand getting financing is something we are also struggling with as most institutions need to see collateral or guarantor; as a first-generation immigrant, that’s not an option.
Finally, represent your brand without hesitation.
Where can people find you and your business?
Website: https://www.kilishispicy.com/
Instagram: https://www.instagram.com/kilishi.spicy/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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