THE ROAD LESS TRAVELLED.

THE YAABRONI FANTE KENKEY STORY.

Jerry O.A Biscoffe, Entrepreneur


Barely Three years ago, a young graduate from Ghana Technology University College (GTUC) took a bold decision to chatter a less travelled path, often avoided by many young people of his calibre.

While others were desperately in search of white collar jobs and some  complaining of unemployment in the country, this young graduate  saw an opportunity in the kenkey(food) industry.

He has succeeded in turning a local food commodity (kenkey) into a global brand loved by many especially the elites. 

This revolution in the kenkey industry is mind blowing and surprisingly achieved in less than 3years.


Jerry O. A Biscoffe, Founder of  Yaabroni™ Premium Kenkey shares with us in an interview, the unique story behind the brand, some business lessons learned on his journey so far and some business principles applied in building this  iconic brand.


Find out how the story began......in an interview he granted us .


P.K : Mr Jerry, why did u decide to sell kenkey after school instead of searching for a white collar job ..?

JB : I didn't like the idea for my mum to sell kenkey back in 2007. But when I grew up, as a  fresh graduate, I had a change of mindset and realized the opportunity to change the narrative, revolutionize the food(kenkey) and make it a global meal.

P.K : What influenced your mindset to embrace the global idea of selling kenkey ....?

JB: How stupid I will feel if a foreigner brands kenkey and ship it down here for us to patronize..

I am a change maker and in the capacity to be the one to offer Ghanaians the opportunity to be proud of having their own food revolutionized by a typical Ghanaian.

P.K: Clearly the kenkey industry is receiving global recognition now,(kind courtesy to Yaabroni kenkey), what did u do differently in achieving this height ...?

JB: Thanks so much for the complement sir.🙏We appreciate. In fact what we did differently was just to bring life to the food. I identified the sluggishness for the food by some people who have had an increase in status. You see a pretty girl who doesn't want to let you know she went to buy fante kenkey.. They pretend they don't like the food and hide to eat it.. (According to a survey I did)..

So I had to first tackle the presentation bit of it and match it up with the higher status in society..

Call it Branding.👌

P.K: How long have u been running Yaabroni?

JB: Since 22ND June 2017.

P.K: How challenging/easy has the journey been so far ?

JB: Just like every other entrepreneur experiences, I've lost count of the errors and setbacks that looks like I'm almost crashing. But by the grace of God I see business still going on regardless. Sometimes I don't know the strategy I used.. Other times a good Samaritan comes through and that's how we keep moving.

P.K: With the mindset Ghanaians have on kenkey, how was the feeling like, telling people you are a kenkey seller During your Early days?

JB: I remember how some National service personnel couldn't help but laugh upon hearing I sell kenkey, looking all dressed up and clean.. 

Selling at Accra mall car park was just bravery because almost everyday someone will make mockery of me..

But the truth is they were just a few people who did that as compared to those who saw the vision and encouraged me.

Anyone could have given up easily ....esp. being mocked at while pursuing this dream.

Well.. At the end of the day I take my money ..the rest is my back case..lol Entrepreneurs need such attitude to face issues like this

P.K: Why didn't u fall victim to some of these challenges..?

JB: The bigger picture is beautiful.. I haven't even done 2% yet.. There's glory to be revealed in me..

Undoubtedly this vision was given to me from above. The good Lord supplies my needs when I need it most. Effort plus grace bro.

P.K: Can u share with  us 3 Great lessons you have learnt charting this course?

JB: A). Mind your business (Be you).. Everything you have in your hands depends on you to turn it around. It's about you minding your own business

1 Thessalonians 4:11

B). Stay committed to the vision.. It slacks when you slack

C). Sacrifice is a strategy. You're doing yourself a favor.

P.K: A lot of businesses have been adversely affected by the outbreak of covid-19 . Yaabroni seems to be on top of its game regardless of the situation....What did u do differently ..?

JB: The truth is I didn't switch course to face the pandemic. All what I am doing is what I've always been doing you know..

But I discovered my business was an essential commodity at this juncture.. So I increased my marketing tactics and seized the opportunity.. 

I presented the product to prospects like it's a 'savior' and they bought it cuz they believed.

P.K: You have turned a "common" kenkey into a global brand through branding ...how important is "this thing" called Branding to businesses ?

JB: Branding is every business' opportunity to standout and be picked from the shelf leaving the rest behind. You must be ahead of the competition by being the one who appeals most to prospective customers.

P.K: For someone who is looking forward to using the magic called BRANDING to turn common products  into  global ones....what advise will you give him/her?

JB: Everyone is doing what they believe to be what branding is all about.. Talking about just getting a logo, business card, colors on point among others..

But dear one, understand that branding goes beyond these things. If the product doesn't  have a story and concept that resonates with it's target audience, it is NOT a brand. 

If it doesn't make you feel anything, it's not there yet.

Nike shoes encourages me to Just Do It.. Yaabroni makes you feel So A-maize-in' ...

Until you move beyond just selling the product and focus on satisfying the innermost feelings of prospects you will find it hard to break boundaries ..

P.K: What almost held you back?

JB: Waiting for the perfect product to be made before I continued.. Glad I adviced myself

P.K: What's your greatest regret(s) ?

JB: When every situation works for your good you shouldn't have regrets

P.K: Provided you are given the chance to change something in your life, what would you change?

JB: I won't change anything sir. For me, God's plan in my life is perfect and timely.

P.K: When you're down or discouraged, how do you inspire yourself ?

JB: When discouraged I just whisper to myself "It is well" "This too shall pass" and Romans 8:18 ("I consider that our present sufferings are not worth comparing with the glory that will be revealed in us.")

-Romans 8:18, (KJV)

If you keep this in your heart and believe, you don't  need a motivational speaker.... lol.

P.K: Who do  u look up to in business.?

Strive Masiyiwa, Founder of Kwesé TV .. A Zimbabwean business mogul ..

You guys should go after him on Facebook.. Wisdom be what!

He owns Econet (a Telco) coupled with other businesses too.

P.K : Your last words Sir. 

JB: Let's unite and open our eyes to the numerous talents/potentials here in Code57 ready to serve. Go out there and conquer. 

WE MOVE!


We move indeed. I hope you enjoyed it ? Share with us one lesson u picked from this interview.


Yours fruitfully, P.K Quaye, The Enthusiast.


#thecode57effect #africanentrepreneurs #globalbrands #changemakers #giantstartups

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