We recently connected with Yetunde Adegbite and have shared our conversation below.

Yetunde, thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

As a food technologist, I have always been passionate about creating healthier food options. My journey began with the realization that much of the food consumed today is heavily chemical-laden, contributing to lifestyle-related diseases. During my youth service in Northern Nigeria, I witnessed firsthand the scale of food waste in the region. This experience sparked my determination to find sustainable solutions that could both reduce waste and improve public health.
My motivation deepened after losing a parent to lifestyle diseases and later being diagnosed as pre-hypertensive myself. These personal experiences drove me to research the causes of such conditions and explore how they could be prevented or managed using locally available raw materials. Through experimentation, I developed formulations that, alongside lifestyle changes, helped me manage my own health. This success inspired me to share these solutions with others, leading to the birth of JODRIELA, an agro-processing company dedicated to promoting wellness through food.
I started small, working from my kitchen and testing my products in the market. The response was encouraging, and demand grew steadily—particularly after the COVID-19 pandemic, when awareness of healthy eating increased significantly. Despite limited resources, I remained committed to my vision. At one point, I sold my gold earring to purchase essential equipment, a sacrifice that symbolized my determination to build something meaningful.
Today, JODRIELA stands as a testament to resilience, innovation, and purpose. Our mission is to transform local raw materials into nutritious products that support healthier lifestyles while addressing food waste challenges. What began as a personal journey has evolved into a company with the potential to make a lasting impact on both individual wellness and community sustainability.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Yetunde Adegbite, a professional food technologist and the founder of Jodriela, a sustainable agro-processing company dedicated to promoting wellness through food. My journey into this industry began from witnessing a painful contradiction: Nigeria’s abundant agricultural harvests rotting in fields while health-conscious consumers struggled to access nutritious, chemical-free foods year-round.
As a food technologist, I understood that the solution wasn’t just about producing food—it was about smart preservation, nutrition retention, and creating sustainable value chains. This realization led me to establish Jodriela, where we transform seasonal surplus produce from smallholder farmers into premium shelf-stable superfoods including gluten-free flours, natural sweeteners, herbal teas, spices, and dehydrated fruits and vegetables.
What Sets Jodriela Apart:
We operate at the intersection of three critical challenges: food security, public health, and environmental sustainability. Unlike conventional food processors, we maintain a zero-chemical-additive policy while adhering to global best standards. Our eco-friendly packaging and direct farmer sourcing model create a triple impact—nourishing consumers, empowering farming communities, and protecting our planet.
Problems We Solve:
For our clients, we solve the challenge of accessing clean-label, nutrient-dense foods without the inconvenience of seasonal limitations or the risks of chemical preservatives. For smallholder farmers, we provide reliable market access and fair prices, reducing their post-harvest losses by up to 40%. For our environment, every product we create prevents food waste and reduces carbon emissions from spoilage.
What I’m Most Proud Of:
I’m most proud of our alignment with UN Sustainable Development Goals 2, 3, and 12—proving that profitable businesses can drive meaningful social impact. Seeing a farmer’s income stabilize through our partnerships, or receiving testimonials from customers whose health has improved through our products, reinforces why this work matters.
What I Want Readers to Know:
Jodriela isn’t just a food company—we’re a wellness movement and a sustainability advocate. Every product tells a story of a farmer whose harvest didn’t go to waste, a consumer who chose health over convenience, and a planet that benefits from responsible consumption. We’re building a future where nutritious food is accessible, affordable, and sustainable for all.
Our vision extends beyond Nigeria. We’re positioning Jodriela as a model for how African agro-processing can meet global standards while maintaining cultural authenticity and environmental responsibility. We invite health-conscious individuals, sustainability advocates, and anyone who believes food should nourish both body and community to join our movement.

How did you put together the initial capital you needed to start your business?

My entrepreneurial journey began in 2019 during a pivotal moment—balancing new motherhood while recovering from a devastating $20,000 financial loss. With limited options, I sold my only gold earring , 100,000 naira( 70usd) to purchase essential equipment and launch Jodriela from scratch. Since then, we’ve secured over $15,000 in grant funding and earned recognition from the Global Alliance for Improved Nutrition (GAIN) as a top innovator in Africa. This journey taught me that true entrepreneurship isn’t about perfect circumstances—it’s about unwavering commitment to solving problems that matter, regardless of the obstacles.

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

I began in my kitchen, conducting formulation research and experimenting with production method. My approach was methodical: identifying cost-effective, hygienic, and durable equipment while continuously learning through trial and error. Customer feedback became our most valuable asset—both positive and negative responses drove our product refinement process. I’ll candidly admit we lost customers early on due to processing errors, particularly temperature control issues that compromised product quality. However, these setbacks were transformative learning opportunities. Manufacturing requires rigorous research and iterative improvement. I discovered that authentic customer feedback, regardless of sentiment, provides the most actionable insights for operational excellence and product development in the food processing industry.

Contact Info:

• Website: https://jodriela.com/
• Instagram: https://www.instagram.com/invites/contact/?igsh=awxiv7pj0v2r&utm_content=4tandru.
• Facebook: https://www.facebook.com/share/16Eqww5iZi/
• Linkedin: https://www.linkedin.com/in/yetunde-shitta-adegbite-a56482a6?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=android_app.