Tobi Fletcher is founder of Ofada Boy located in Surulere, Lagos. In this interview with our Senior Editor, AAT and Staff Writer, Adeniyi Sunday, he talks about his business and other Sundry issues.
…you can’t package taste.
The best moment in my life was in Secondary School at Abeokuta Grammar School...
Sparklight News: Many businesses really suffered this year due to COVID-19 and I am sure you have your own story as well. Kindly tell us.
Ofadaboy: Strategy…re-strategizing, that is my story. COVID-19 is not something everyone envisaged. The only thing to do is to strategize and create other ways to make income and that is what we did at ofada boy. We worked on our deliveries strategy and also went into food processing.
Sparklight News: Kudos to you for kick starting the World Ofada day. So, why were you unable to hold the second edition this year? Should the people anticipate before the year runs out?
Ofada boy: Yes, we are going to still have it. One of the reasons we had to postpone the World Ofada’s day for this year is because of the ENDSARS protest. We had to re-align with the voice of the people. Even with the pandemic, what we really want to have was the first virtual food festival. We have developed lot of ways that could make it work by partnering with food vendors all over the world to come and cook Ofada rice that day. We are still working on it and it is still going to happen this year. I don’t believe in negativity, I always do everything possible to make things work, by Gods grace, we are still going to make it work.
Sparklight News: So the people should be highly expectant of the event?
Ofada boy: Yes, that is the first World indigenous food festival. I am very particularly about serving people with what they need and I can’t wait to dish out the plans that i have for the people.
Sparklight News: There is no doubt that you started ofada boy due to the opportunity you had to prepare your fathers food burial. How has the journey been?
Ofada boy: The journey has been crazy, hectic, fantastic, Interesting,courageous and every word you can find in the dictionary represents how the journey has been but what I have stalked unto is determination. I have decided to stick to my focus and you know that has been one of the things that has kept us going
SparklightNews: People are ignorant about the benefit of eating Ofada rice. That is why they eat foreign rice and other rice that aren’t beneficial to them. What can you say about this?
Ofada boy: Any other foreign rice you eat in Nigeria aside from Ofada rice is a minimum, I mean minimum of three years old. Before the harvest, dry, ship and re-sack. Ofada rice, once it is harvested goes to the market immediately. Apart from the nutrient that comes with it, it is fresh. It is one of the rice that has iron and it is rich in fiber, digest easily and it is just a wonder in the mouth. Because of the way people has portrayed it that it’s stony and smells; many people avoided it but those are the things we are fighting for right now. Give us a year or two.
Sparklight News: You recently added palm wine to your brands and we all know your fore fathers grew rice but not palm wine. What led to this innovation?
Ofada boy: While growing up, my father was friends with some lecturers in the University of Ife, theatre Art department like Peter Fatomilola, Laide Adewale and one of my Uncles was also there. So, anytime we are travelling to my Uncles place in Ondo, we will always stop at Ife and i can always feel the excitement in my Dad because we are going to drink palm wine. Coincidentally, while growing up, that is the only place I saw palm wine. Back then, there used to be a place they eat, it is called the Old buka, I don’t know if it is still there today. Then, everybody will drink palm wine in a calabash. I have always thought about it, why can’t people drink palm wine in Lagos, why does my dad had to travel that far to drink palm wine. That is is one of the things that had made me dig dipper. Even, many people had spoken to me that why can’t you bottle your palm wine, that it is really good but at the moment, I think bottle palm wine will make it loose its value. I believe it should be pure and fresh.
Sparklight News: As part of your plans to go global, what should the people expect from you?
Ofada boy: We are planning to take Ofada rice to the world and that means we are going to be celebrating Ofada rice. We are going into food produce; we will be selling food produce and organizing a lot of food festival in and out of Nigeria. It is not just us going global, it is the brand. Why is Uncle ben’s rice so popular around the world? It is because they rebrand it and make us feel like it is the best rice in the world. Why is basmati rice so popular, basmati’s rice is a local rice somewhere in the world so Ofada rice is a continental meal somewhere in the world and imaging eating this in a five star hotel and begins to notice stone inside it. For us to make it global, we need to first standardize it and that’s what we are trying to work on now. It is a journey and I am deep into it. We won’t stop.
Sparklight News: Do you have plans to make Ofada rice available in all the 36 States of the Federation. Ofada rice shouldn’t be for Lagos alone?
Ofada boy: We are taking Ofada rice to the North. We are going to be having a festival in the north, particularly, north central, middle belt as well. We need to first hold our side tight first and what we are just doing now is the foundation, the next step that would be taken will be major.
Sparklight News: Any fondly memories while growing up?
Ofada boy: Of course yes, the best moment in my life was in Secondary School and that was Abeokuta Grammar School, I believed that is the best school in the world. I was a boarder and the only reason why is because I was a stubborn boy. The only reason why I was suspended was because I was cooking. All the time they caught me, I was cooking and cooking then was illegal in school. I was the only student who was a chorister, member of the literary and debating society and also a member of the interact club. Weekend, maybe I have done something wrong and they tell me they will deal with me on Monday morning on the assembly ground and over the weekend, we might have gone for one competition or the other to represent the school that I have an award to receive. So right there on the stage, they will first call us that over the weekend, some students went to represent the school and they came first in this and first in that. First, they will call me and I will collect the award and while the rest are going back, they will just say wait, and they will still say, over the weekend, some students were caught climbing the fence and they will mention my name, collect my award there, beat me and punish me. I was just in the middle of everything. Those were the things that made me who I am today honestly.
Sparklight News: How do you have time for your family?
Ofada boy: There has to be a balance in everything. I still drop my children in School. I have a wife that is very understanding. She resigned from Shell to join me in this business. We wanted to have a better structure for our family and the business itself. I am happy that we are able to achieve a lot as a family.
Sparklight News: Challenges as an entrepreneur?
Ofada boy: Wow! A lot of challenges here and there. We are in a system that almost nothing works. You have lot of people even the government working against you. So it is like you working against the tide. You need to work under a lot of pressure even when you are supposed to be working with ease. I have over 50 staffs that I pay and a lot of other things. Staff loyalty, getting farm produce on time. Even what you buy overtime, you buy once and you notice it has been diluted. That is why I had to go into production myself. From the point of planting to customers mouth. I don’t want to hold somebody’s accountable for my own business. It is a lot of work and we can’t keep complaining but we will get there amidst a complicated system.
Sparklight News: How has your relationship being with the government?
Ofada boy: It is a gradual thing. I am building it gradually. Because of what I do, I am with Ministry of Agriculture, Ministry of Culture and Tourism etc. Currently, I have gone beyond the food, I now sell experience, culture and our value. At the same time, I am a son of nobody that still need to get aggressive with my goal.
SparklightNews: On funding’s for entrepreneurs by the government, have you gotten any?
Ofada boy: We were out of business for Nine month due to the pandemic; we are still not fully opened yet. Personally, I haven’t applied for any so I can’t really say what it is like. I heard government is trying to provide support to people to cushion the effect of Covd-19 but I don’t have anyone that has received it.
Sparklight News: I noticed so many big men coming to Ofada boy to eat and I think it is high time people in food business visit you for tips
Ofada boi: You can’t package taste. No matter the portion of my food that you are eating, it is filling and you are satisfied. And that is why people will always come back. I cater for a lot of highly placed people and it shows you are getting something right. I don’t reduce quality; I don’t play with my standard. I am very deep and particular about what I do
Sparklight News: Advice for Entrepreneurs
Ofada boy: Be strategic with what you do. Don’t just post on pictures on instagram. That thing you posted on instagram that looks shinning and beautiful, does it have that same beautiful taste? You need to understand your business very well. Don’t be a desperado, have a focus, strategy and be determined to go hungry so you can feed later.
Tobi Fletcher-Ofada boy