REDSON KANDOZI
When you think of Blaze, real name Blessings Gwengwe, the Malawian singer whose soulful voice dominated the airwaves with hits like “Mwini Zinthu” and “Chim'dalitso,” your mind likely conjures up images of music, rhythm, and melodies.
But behind the scenes, Blaze has been cooking up something else: a vision for healthier, locally made snacks, “Sharp Sharp Crisps” under his company Yodella Cuisine.
His transformation from celebrated musician to agripreneur is not just an ordinary career shift, it's a story of passion in a business environment full with challenges.
Through his company, Yodella Cuisine, he’s not only providing a solution to Malawi’s snack market but also addressing one of the country’s biggest agricultural issues: value addition.
The motivation behind Blaze's transition from music to entrepreneurship, particularly in the agro-processing sector, came from a place of necessity and opportunity. In an interview, he says:
“We saw the scarcity of healthy snacks on the market. At the same time, we noticed how some perishable crops like cassava, potato, and banana go to waste due to lack of value addition.”
Like many countries, Malawi faces significant food wastage, especially with crops that have a short shelf life. For Blaze, it isn't just about entering a new business; it is about solving a tangible problem. By creating Sharp Sharp Crisps, made from locally sourced bananas, cassava, and potatoes, he is ensuring that these valuable crops don’t end up as waste.
His vision aligns with the growing global movement toward reducing food waste and promoting sustainable consumption, while also offering Malawians healthier snacking options.
However, starting a business in Malawi is not without its challenges. For Blaze, securing the necessary finances to launch and scale Yodella Cuisine has been one of the biggest obstacles.
“Our biggest challenge has been financing the business. It’s hard to get financing for small businesses, and getting loans is also a problem since banks require collateral,” he says.
Blaze’s experience mirrors that of many small business owners in Malawi, where access to capital remains a major challenge. Without sufficient collateral, entrepreneurs often find themselves unable to access traditional forms of financing.
In addition, meeting regulatory standards, such as certification from the Malawi Bureau of Standards (MBS), poses another financial strain.
Blaze also highlights logistics as a challenge, particularly in consistently sourcing raw materials and transporting finished products to market.
“We oftentimes face problems when it comes to sourcing our raw materials and delivering our products due to transportation. However, plans to start producing our own raw materials are currently underway. For now, we source from cooperatives and local farmers,” he says.
In the world of agro-processing, consistency and quality are key to winning customer trust and maintaining a competitive edge. For Blaze, ensuring the quality of his products is a continuous process. He says:
"We constantly research and innovate to improve the quality of our products. Each day is a chance to learn and improve so that we bring out safe and healthy products for Malawians."
In Malawi’s competitive snack market, standing out requires more than just good products. Blaze has successfully created strong brand recognition for Sharp Sharp Crisps, which he attributes to an unwavering commitment to quality and customer care.
"We never compromise on the quality of our products and customer service. This has given us regular customers because they are always satisfied with our products," he says.
By prioritizing customer satisfaction and maintaining high standards, he has been able to foster brand loyalty, a crucial element for success in any market.
For those looking to follow in his footsteps, Blaze offers simple but powerful advice.
“Never stop learning and improving your products. Quality is key to good and healthy products.” He says.
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