RWANDA - The Africa Food Systems Forum (AGRF), the premier gathering for stakeholders in African agriculture, has announced Affiong Williams as the 2024 Women Agripreneurs of the Year Award (WAYA) winner. 

This year’s Forum, themed “Innovate, Accelerate, and Scale: Delivering Food Systems Transformation in a Digital and Climate Era,” was held in Rwanda and focused on advancing African agriculture through practical actions and shared lessons. 

The award celebrates Williams' outstanding contribution to agribusiness in Nigeria and across the continent.

Affiong Williams is the CEO and founder of ReelFruit, a leading fruit processing, packaging, and marketing company in Nigeria. Her company retails dried fruit and nut snacks in over 350 supermarkets, airlines, schools, and hotels. 

From market opportunity to industry leader

Williams is recognized for her innovative approach to adding value to local produce, driven by Nigeria's unique agricultural landscape. Her passion for agribusiness and her focus on market-driven solutions have positioned ReelFruit as a key player in Nigeria's growing agricultural sector.

Williams' entrepreneurial journey began after she returned to Nigeria from South Africa, where she had spent over a decade. In 2012, she identified an opportunity in the Nigerian market for dried fruit snacks, a relatively unknown product at the time. 

She started by importing fruit from South Africa, packaging it locally, and distributing samples to potential customers. Today, ReelFruit has grown into a thriving business, processing 800 tonnes of dried fruit annually at its newly commissioned facility in Abeokuta, Ogun State.

Speaking at the Forum, Williams emphasized the importance of understanding the market to drive business growth in agribusiness. 

“As women in agribusiness, we’ve proven we can build thriving ventures. To unlock further growth, we must deeply understand our market. This enables us to conceptualize products that resonate, attract investment, and propel our businesses forward," she said. 

Securing investment and expanding horizons

Williams also highlighted her experience in securing funding for ReelFruit, highlighting the need for market expertise to develop products that attract investors.

In 2021, ReelFruit raised US$3 million in Series A funding from investors including Alitheia IDF, Samata Capital, and Flying Doctor Healthcare Investment Company. The capital was allocated to building new processing facilities and expanding the company’s sales into the US and other international markets. 

The recent commissioning of the Abeokuta facility marks a significant milestone in ReelFruit's expansion, enabling the company to scale production and serve both local and global markets.

Beyond her achievements with ReelFruit, Williams is set to play a prominent role in recognizing other trailblazing women in business. This year, she will be on the panel of six judges for the Veuve Clicquot Bold Woman Award 2024, an accolade that celebrates extraordinary women who are breaking new ground in entrepreneurship and innovation.