Bulls n Bears Entrepreneurship Zone :: Tanzanian food entrepreneur understands the value of branding

[Bulls n Bears]

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“Do not despise small beginnings. Start where you are and with what you
have.”

This quote from Jennifer Bash, co-founder and CEO of Alaska Tanzania gives
an idea of her outlook on entrepreneurship. When she and her husband left
Tanzania to study in the US, they left their small egg-supply business in
the hands of a manager. Upon their return, it was floundering.

But she had seen the value of branding in American supermarkets and in 2013
changed tack to create Alaska Tanzania, a value-added company that sources,
packages and markets high-quality agricultural products. “There is the
perception that developed countries provide superior products,” she says. It
therefore took a while to change consumers’ and supermarkets’ minds about
locally produced and packaged items. Gradually consistency in quality, the
hallmarks of all Alaska Tanzania products, paid off.

Bash grew her product portfolio by introducing rice and maize flour.
Crucial to her business plan is to increase revenue through a comprehensive
strategy that involves an inclusive process of sourcing directly from
farmers, broadening Alaska Tanzania’s product offering and diversifying
distribution channels.

She also works with mama lishe, Tanzania’s female street-food vendors and
says, “Smallholder farmers and mama lishe are our partners and strengthening
their capacity is a win-win. As we grow, they grow; as they grow, we grow.:

Alaska Tanzania’s eggs are found in all the supermarket chains in Dar es
Salaam, where they compete with other Tanzanian brands, not imported ones
like before.

Because of Bash’s ongoing efforts to strengthen Tanzania’s agribusiness,
she is frequently invited to speak at events like the Technical Centre for
Agricultural and Rural Cooperation’s briefing in Brussels last year, where
she spoke on AgriSoko. This app and online portal, developed by Alaska
Tanzania in partnership with WS Technology Consulting, allows farmers, mama
lishe and retailers to keep accurate record of all their transactions so
that they can plan, budget and obtain credit from financial institutions. At
the 2017 All Africa Business Leaders Awards she was named Young Business
Leader of the Year – East Africa.--Howwemadeitinafrica



Jennifer Bash

 

 

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