Samson Okolinta is the founder/Chief Executive Officer (CEO) of PEFA Solutions and also the managing director of PEFA Foods. In this interview by KINGSLEY ALUMONA, he speaks about his company, its products, and how they will benefit Nigerians.
As an economics graduate who has been in the labour market since 2018, how would you describe your experience in the labour market so far?
Let me start by saying that I started my career as a junior analyst at Sprint Consulting in 2018. I was later called up for national service the same year. After my service, I started PEFA Solutions after my mentor, Rev. Fr. Dr. Godswill Agbagwa, Executive Director of CSAAE, inspired me to go into business instead of getting a job. So, it’s accurate to say I haven’t been in the labour market for a long time.
You are the founder/Chief Executive Officer (CEO) of PEFA Solutions and also the managing director of PEFA Foods. What is the inspiration behind PEFA Foods?
As a bachelor, it has always been difficult to go to the market to source soup ingredients. There have been several occasions when I would visit the market and have to put a call through to my friends to help me with the list of items I need to cook. I vividly remember calling a friend and asking her to send the list of the ingredients needed to cook Afang soup.
I later found out that I wasn’t the only one facing the same issue when I asked a friend of mine how often he cooked Nigerian soups. He told me he always needed to “plan” his weekend to cook soup. I went on to ask him how often he cooked Indomie Noodles and he told me he cooked it the previous night. After this conversation, it occurred to me that we needed a solution, and that was how the idea of PEFA Foods was birthed.
What kind of food does PEFA produce?
PEFA Food produces four varieties of instant soups − Instant Egusi Dry Mix, Instant Ogbono Dry Mix, Instant Dried Oha Mix, and Instant Dried Efo Riro Mix. They come in dry mix form, meaning we use natural dehydration and processing methods to prepare our ingredients and keep them readily available for cooking. Our food items are produced at our factory located in Lagos.
Why should people be interested in the food/product you produce when there are similar products in the market?
We consider ourselves one of the pioneers of NAFDAC-approved brands of this nature in the market. I can’t say for certain if I’ve come across anything quite like this in the market, but even if there are similar options available, I can assure you that our products stand out in the following ways: They contain all the basic ingredients needed to cook your favourite Nigerian soup. With any of our products, you can effortlessly cook a delicious pot of soup without stepping out of your kitchen.
Nigerian market is flooded with many processed foods and food products. Are PEFA Foods products processed or natural?
Our products are processed naturally. This means that no preservative was added during the production process.
Could you pick one of your food products and explain how it can be prepared?
Yes. The Egusi Dry Mix can be prepared as follows: In a clean pot, boil your already washed proteins and stockfish for at least five minutes on medium heat. Next, add palm oil and wait for two minutes before adding your Egusi Mix. Stir to combine the ingredients and allow to cook for five minutes. Soak the Dried Pumpkin in warm water for one minute, and add to the soup. Stir continuously and allow to boil. Your Instant Egusi Soup is ready.
How is the weak economy and high cost of raw materials affecting your production and business?
Almost everyone will agree that food is generally costly. For instance, our vendors sell a paint of Ogbono for about N55,000. This wasn’t the price before. The cost of production keeps rising, yet as a new brand, we are expected to penetrate the market and remain in profit. It takes a lot to achieve this.
What are your plans for managing the competition out there and expanding into greener markets and households?
Indirect competitors, you mean? Well, we also recognise that as our products enter the market, there will likely be alternatives that emerge — especially as we gain more ground — which we understand.
However, we plan to leverage the first-mover advantage to maintain our position as the market leader. We will also ensure that our buyers stay loyal and committed to the brand by providing guarantees where necessary. Through our distribution offer, we have expanded into more markets. We currently have two distributors in the United Kingdom. One covers Derby while another covers Kent. We also have distributors in Owerri, Lagos, Asaba, and Port Harcourt.
Where do you see PEFA Foods in two years?
In two years? I see PEFA Foods becoming a global brand — a brand that can be found not only in Africa but also in the United Kingdom, the United States, Canada, Australia and other countries across the globe.
Your profile says you were once recommended for the position of mentor for the Tony Elumelu Foundation Entrepreneurship Programme. Tell us about it.
In 2020 or so, I was recommended for the position of mentor for the Tony Elumelu Foundation Entrepreneurship Programme. This happened during the COVID-19 pandemic, and for some reason, this didn’t work. But one year later, my research company, PEFA Research, was selected to develop over 10 modules for the Tony Elumelu Foundation Entrepreneurship Programme, and we successfully delivered on that project. Now, entrepreneurs from about 54 African countries use the modules depending on their categories — the beginners, innovators or disruptor categories to receive training.
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