Kudzayi Hove’s entrepreneurial journey from Zimbabwe to Nigeria represents a masterclass in adapting, pivoting, and building with purpose in Africa’s challenging business landscape. As co-founder and CEO of Amayi Foods, meaning “mother” in her native Shona language, Kudzayi and her co-founders have transformed what began as a passion for Ghanaian Shito sauce into a mission to reclaim value from African agricultural commodities.

The path hasn’t been straightforward. After leaving her finance career at AFC, Kudzayi and her co-founders discovered that their initial focus on premium condiments and modern retail channels was limiting their growth potential. This realization prompted a fundamental strategic shift toward mass-market essentials like tomato paste that could reach consumers through traditional markets, which account for 90% of retail volume in Nigeria. Today, Amayi’s products are distributed across 29 states, with 99% of sales flowing through these traditional channels.

What sets Amayi’s approach apart is their deep understanding of vertical integration. Rather than simply manufacturing consumer products, Kudzayi recognized that sustainable growth required building lasting partnerships with farmers and aggregators. This infrastructure not only secures consistent inputs for their retail products but has evolved into a broader vision of processing African commodities for international markets – capturing substantially higher margins than exporting raw materials.

The company stands at a transformative moment with plans to acquire an established manufacturing operation that will dramatically scale their capabilities. Looking ahead, Kudzayi envisions Amayi as a $100 million enterprise within 5-7 years, built on three pillars: a strong FMCG platform with leading market positions, a nutritional commodities business serving domestic and international markets, and a commodity processing operation that maximizes value from African agricultural products.

For fellow entrepreneurs, particularly women, Kudzayi offers wisdom earned through a decade of building: take care of yourself while you build. Even in the midst of survival-level challenges, finding moments for rest and renewal isn’t a luxury but a necessity for sustainable success.

Discover Amayi’s products in markets across Nigeria or connect with them through social media @amaifoods_ng and at www.amaifoods.com.

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