MyFoodAngels: A Journey from Chaos to Culinary Success
May 30, 2025, 10:03 pm
In the bustling heart of Nigeria, where the air is thick with the scent of fresh produce and the sounds of lively market exchanges, a revolution is brewing. MyFoodAngels, a grocery delivery startup, has transformed the way Nigerians access food. The journey of its co-founder, Olapeju Umah, is a testament to resilience, innovation, and the power of data.
The story begins in 2014. Umah, an electrical-electronics engineer, faced a personal challenge. After moving to Ajah, a remote neighborhood in Lagos, she was struck by the soaring food prices. The daily grind of commuting to Mile 12 market became a necessity. What started as a personal quest for affordable groceries soon morphed into a lifeline for her neighbors. They began to rely on her for their food staples, and thus, the seeds of MyFoodAngels were sown.
The early days were chaotic. Umah operated informally, delivering groceries with a small team. But the COVID-19 pandemic changed everything. As lockdowns swept across the nation, demand for delivery services surged. MyFoodAngels quickly became a beacon of hope for families and restaurants alike. However, with this surge came challenges. The quality of food sourced from open markets plummeted, and profit margins shrank under the weight of inflation.
Faced with a critical juncture, Umah made a bold decision: pivot or perish. The rebranding to MyFoodAngels in 2021 marked a new chapter. The company began sourcing directly from farmers, cutting costs by 15-20%. This strategic shift not only improved quality but also streamlined operations. The chaos of WhatsApp orders gave way to a more structured system with a dedicated website and an enterprise resource planning (ERP) system.
But technology alone could not solve the underlying issues. Customers, accustomed to the personal touch of WhatsApp, were hesitant to embrace the new platform. MyFoodAngels faced a steep learning curve. To ease the transition, staff manually created user profiles and offered web-only discounts. They even introduced a “name your price” feature to mimic the old ordering style. The goal was clear: make the digital experience as seamless as possible.
Yet, the road was fraught with obstacles. The ERP system, initially flawed, caused delivery mix-ups. A customer in Ikeja might receive their order in Ikoyi. The team persevered, learning from each misstep. They adapted the ordering process, allowing customers to specify quantities in kilograms, and later introduced a “re-order” feature for convenience.
Packaging also became a battleground. One customer, used to the rustic charm of Mile12 Market Woman, was taken aback by the neatness of the new packaging. She demanded a refund, convinced it was from a supermarket. This incident highlighted the delicate balance between quality and customer expectations.
Through these trials, Umah learned a vital lesson: data is oxygen. In the early days, information was scattered across WhatsApp threads and memories. Now, every decision is driven by data analysis. From pricing strategies to product packaging, data informs every aspect of the business.
As MyFoodAngels grew, so did its internal culture. Early hires struggled to adapt to the tech-driven environment. Umah made tough decisions, prioritizing competence over convenience. The team evolved, embracing a culture of innovation and adaptability.
Fast forward to the present. MyFoodAngels has served over 10,000 users, with 5,000 returning monthly. The company is profitable, employing over 30 people—a far cry from its humble beginnings. It caters to both B2C and B2B markets, with restaurants appreciating the traceability of their food sources.
However, challenges remain. Post-harvest losses continue to plague the industry, particularly with perishable goods. Cold storage facilities are lacking, leading to significant waste. Nigeria loses a staggering ₦3.5 trillion ($2.11 billion) annually to post-harvest loss. MyFoodAngels is aware of these issues and is actively seeking solutions.
Being a bootstrapped business has its pros and cons. While it fosters creativity and resourcefulness, it also limits growth potential. Marketing budgets are lean, relying heavily on word-of-mouth. Umah acknowledges the slow but steady growth, emphasizing the importance of making informed decisions. Every choice is scrutinized through the lens of sustainability.
Despite the hurdles, MyFoodAngels stands as a beacon of hope in Nigeria’s food landscape. It embodies the spirit of innovation and resilience. The journey from Mile12 Market Woman to MyFoodAngels is not just a business story; it’s a narrative of community, compassion, and the relentless pursuit of quality.
In a world where convenience often trumps quality, MyFoodAngels is a reminder that good food should be accessible to all. The company’s commitment to sourcing directly from farmers not only supports local agriculture but also ensures that families receive fresh, nutritious food. As it continues to grow, MyFoodAngels is poised to redefine the grocery delivery landscape in Nigeria, one delivery at a time.
In the end, MyFoodAngels is more than a grocery service. It’s a lifeline, a community builder, and a testament to the power of perseverance. The journey is far from over, but with each passing day, it inches closer to its vision of making quality food accessible to every Nigerian family.
The story begins in 2014. Umah, an electrical-electronics engineer, faced a personal challenge. After moving to Ajah, a remote neighborhood in Lagos, she was struck by the soaring food prices. The daily grind of commuting to Mile 12 market became a necessity. What started as a personal quest for affordable groceries soon morphed into a lifeline for her neighbors. They began to rely on her for their food staples, and thus, the seeds of MyFoodAngels were sown.
The early days were chaotic. Umah operated informally, delivering groceries with a small team. But the COVID-19 pandemic changed everything. As lockdowns swept across the nation, demand for delivery services surged. MyFoodAngels quickly became a beacon of hope for families and restaurants alike. However, with this surge came challenges. The quality of food sourced from open markets plummeted, and profit margins shrank under the weight of inflation.
Faced with a critical juncture, Umah made a bold decision: pivot or perish. The rebranding to MyFoodAngels in 2021 marked a new chapter. The company began sourcing directly from farmers, cutting costs by 15-20%. This strategic shift not only improved quality but also streamlined operations. The chaos of WhatsApp orders gave way to a more structured system with a dedicated website and an enterprise resource planning (ERP) system.
But technology alone could not solve the underlying issues. Customers, accustomed to the personal touch of WhatsApp, were hesitant to embrace the new platform. MyFoodAngels faced a steep learning curve. To ease the transition, staff manually created user profiles and offered web-only discounts. They even introduced a “name your price” feature to mimic the old ordering style. The goal was clear: make the digital experience as seamless as possible.
Yet, the road was fraught with obstacles. The ERP system, initially flawed, caused delivery mix-ups. A customer in Ikeja might receive their order in Ikoyi. The team persevered, learning from each misstep. They adapted the ordering process, allowing customers to specify quantities in kilograms, and later introduced a “re-order” feature for convenience.
Packaging also became a battleground. One customer, used to the rustic charm of Mile12 Market Woman, was taken aback by the neatness of the new packaging. She demanded a refund, convinced it was from a supermarket. This incident highlighted the delicate balance between quality and customer expectations.
Through these trials, Umah learned a vital lesson: data is oxygen. In the early days, information was scattered across WhatsApp threads and memories. Now, every decision is driven by data analysis. From pricing strategies to product packaging, data informs every aspect of the business.
As MyFoodAngels grew, so did its internal culture. Early hires struggled to adapt to the tech-driven environment. Umah made tough decisions, prioritizing competence over convenience. The team evolved, embracing a culture of innovation and adaptability.
Fast forward to the present. MyFoodAngels has served over 10,000 users, with 5,000 returning monthly. The company is profitable, employing over 30 people—a far cry from its humble beginnings. It caters to both B2C and B2B markets, with restaurants appreciating the traceability of their food sources.
However, challenges remain. Post-harvest losses continue to plague the industry, particularly with perishable goods. Cold storage facilities are lacking, leading to significant waste. Nigeria loses a staggering ₦3.5 trillion ($2.11 billion) annually to post-harvest loss. MyFoodAngels is aware of these issues and is actively seeking solutions.
Being a bootstrapped business has its pros and cons. While it fosters creativity and resourcefulness, it also limits growth potential. Marketing budgets are lean, relying heavily on word-of-mouth. Umah acknowledges the slow but steady growth, emphasizing the importance of making informed decisions. Every choice is scrutinized through the lens of sustainability.
Despite the hurdles, MyFoodAngels stands as a beacon of hope in Nigeria’s food landscape. It embodies the spirit of innovation and resilience. The journey from Mile12 Market Woman to MyFoodAngels is not just a business story; it’s a narrative of community, compassion, and the relentless pursuit of quality.
In a world where convenience often trumps quality, MyFoodAngels is a reminder that good food should be accessible to all. The company’s commitment to sourcing directly from farmers not only supports local agriculture but also ensures that families receive fresh, nutritious food. As it continues to grow, MyFoodAngels is poised to redefine the grocery delivery landscape in Nigeria, one delivery at a time.
In the end, MyFoodAngels is more than a grocery service. It’s a lifeline, a community builder, and a testament to the power of perseverance. The journey is far from over, but with each passing day, it inches closer to its vision of making quality food accessible to every Nigerian family.