In a context where female entrepreneurship is booming in Africa, the story of Secondine Mayenne AGOSSOU is a true source of inspiration. A journalist by training, she has transformed her passion for nutrition and health into a thriving business, NAYA Produits. But that’s not all. As the Publication Director of Blue Life, she is also committed to highlighting the successes of Beninese women and promoting female empowerment. In this exclusive interview with L’Africaine, Secondine AGOSSOU reveals the behind-the-scenes of her journey, the challenges she has overcome, and her ambitions for the future.
BACKGROUND
L’Africaine: Could you briefly introduce yourself?
Secondine AGOSSOU: I am Secondine Mayenne AGOSSOU, CEO of NAYA Produits. A brand specializing in the production and marketing of food products, particularly flours. I am a trained journalist and currently the Publication Director of Blue Life magazine at Blue Diamond Sarl. I’ve been in this position for four years.
L’Africaine: What was your journey like before becoming an entrepreneur and publication director?
Secondine AGOSSOU: After my degree in journalism at ISMA, I worked with a communication company but stopped after 5 months because the terms of the contract were not really respected. Then I joined the editorial team of Blue Life. At first, I was a freelancer. Then I officially joined the company a few months later, moving from collaborator to editor-in-chief before being appointed Publication Director of Blue Life magazine. It should also be said that at the time I was editor-in-chief, I was already wearing my little entrepreneur hat.
L’Africaine: What motivated you to become an entrepreneur?
Secondine AGOSSOU: My passion for nutrition and health. Seeing the growing need of consumers for healthier and more balanced food options, I was inspired to develop products that can truly improve people’s well-being on a daily basis. The opportunity to innovate in a sector that is crucial for public health while having a positive impact on people’s lives has been a powerful motivation for me.
L’Africaine: What were the biggest challenges you faced as a female entrepreneur in Benin?
Secondine AGOSSOU: As a female entrepreneur in Benin, I have faced several significant challenges. Among the biggest:
Access to quality raw materials: Finding reliable and constant sources of nutritious raw materials locally can be a challenge, especially in terms of quality and regular availability.
Infrastructure and equipment: Setting up efficient production facilities that comply with sanitary standards can be costly and often requires significant investments in terms of equipment and infrastructure.
Constant breakage of my flour containers on the Dantokpa market.
Distribution and logistics: Establishing an efficient and profitable supply chain to distribute products to end consumers across the country can be difficult, especially in an often complex geographical context.
L’Africaine: How did you overcome these challenges?
Secondine AGOSSOU: I can’t say that I’ve completely overcome these challenges. NO! but to answer your question, I have a reliable supplier for nutritious raw materials and for my containers I order them directly from Nigeria or Ghana to avoid any problems. The labels, especially for the 4-cereal pineapple and tapioca rice with vanilla, have been designed so that if I change the container I also modify the label. To avoid all this, I source my supplies elsewhere. I have been able to not only develop my business, but also contribute to meeting the nutritional needs of the population and promoting healthier eating in Benin.
L’Africaine: What advice would you give to other young women who want to start their own businesses in Benin?
Secondine AGOSSOU: To young women who want to start their own businesses in Benin, I would just give three pieces of advice.
Develop your network: Get actively involved in local entrepreneurial communities and seek out mentors who can guide you. Building a strong network can provide you with practical advice, partnership opportunities, and critical support during challenges.
Be resilient and persistent: Entrepreneurship has its ups and downs. Stay resilient in the face of obstacles and learn from failures to improve. Perseverance is often the key to long-term success.
And finally, educate yourself continuously: Invest in your personal and professional development by continuing to learn and train in key areas such as business management, digital marketing, and financial management. This will strengthen your skills and help you make informed decisions for your business. By following this advice, you will be better equipped to navigate Benin’s dynamic entrepreneurial landscape and achieve your professional goals successfully.
PROMOTER OF NAYA PRODUCTS
L’Africaine: Tell us about the NAYA Flours range. From the name to its mission and vision.
Secondine AGOSSOU: Our company specializes in the production and marketing of nutritional flours designed to improve the health and well-being of children and adults. Our mission is to offer high-quality food products, rich in essential nutrients, to support a healthy and balanced diet every day. We aim to become a recognized leader in the field of nutritious food products in Benin, actively contributing to the fight against malnutrition and promoting sustainable eating habits.
L’Africaine: Why did you choose to promote flours in particular?
Secondine AGOSSOU: I chose to promote nutritional flours, made from cereals such as soybeans, millet, sorghum, corn, rice, and tapioca because I firmly believe in their potential to improve people’s health and well-being. These flours offer a practical and effective solution to combat malnutrition by providing a concentrated source of essential nutrients, such as proteins, vitamins, and minerals. By promoting these flours, I seek to meet the diverse nutritional needs of children and adults, particularly in regions where access to a diversified and balanced diet may be limited. I am convinced that these products can play a crucial role in the fight against malnutrition and in promoting a healthy and sustainable diet.
L’Africaine: What products do you offer?
Secondine AGOSSOU: I offer three types of flours:
Refined Soybeans: A mixture of soybeans with a high dominance, rice, and corn, all flavored with cloves.
4 Cereals with Pineapple: A mixture of millet, sorghum, rice, and corn, all flavored with pineapple.
Tapioca-Rice with a sweet vanilla flavor. A novelty on the Beninese market.
L’Africaine: Who are your products aimed at?
Secondine AGOSSOU: My nutritional flours are aimed at a wide range of health-conscious individuals, including:
Infants and growing children: The flours are formulated to meet the specific nutritional needs of young children, promoting their physical and cognitive development.
Active adults and health-conscious individuals: Ideal for adults who seek to maintain a balanced diet and supplement their daily nutritional intake with practical and nutritious options.
Pregnant or breastfeeding women: These flours are a valuable source of essential nutrients, helping to support maternal health and baby development.
Elderly people: Contribute to meeting the nutritional needs of the elderly, who are often more vulnerable to malnutrition and have specific nutritional needs.
In summary, our nutritional flours are designed for anyone seeking to improve their health through a nutrient-rich diet that is practical and adapted to the specific needs of each demographic group.
L’Africaine: How long have NAYA products existed and in which African cities and countries do you have customers?
Secondine AGOSSOU: We have been in existence since 2022. We are in Benin, particularly in Calavi, Cotonou, and Parakou, and we are also in Lomé (Togo), Ivory Coast, and Gabon at the moment.
L’Africaine: What are your biggest successes since the creation of NAYA Flours?
Secondine AGOSSOU: Successfully introducing my products in the different cities I mentioned earlier.
L’Africaine: What are your future plans?
Secondine AGOSSOU: To be present everywhere.
PUBLICATION DIRECTOR
L’Africaine: How long have you been the publication director of Blue Life magazine?
Secondine AGOSSOU: Since 2022.
L’Africaine: What are the main challenges and satisfactions related to your role as publication director?
Secondine AGOSSOU: Each publication is a challenge for me.
Editorial and Creative Management: Ensuring the quality and relevance of the content while meeting publication deadlines can be a constant challenge. It is necessary to manage editorial and creative teams efficiently to maintain the consistency and originality of the magazine.
Adaptation to digital: With the evolution towards digital, it is essential to navigate the online media landscape while maintaining the unique value of the print format.
Public relations and reputation management: Maintaining a good reputation and strong relationships with advertisers, subscribers, and partners is essential.
And when all this is done well, I am satisfied.
L’Africaine: As a female entrepreneur and publication director, what is your role in promoting women’s empowerment in Benin?
Secondine AGOSSOU: As a female entrepreneur and publication director of a magazine, my role in promoting women’s empowerment in Benin is multifaceted:
Representation and Inspiration: Through my journey and achievements, I seek to inspire other women to follow their entrepreneurial aspirations and pursue careers in fields traditionally dominated by men.
Highlighting women’s successes through the magazine’s portrait section: Through the magazine, we strive to highlight the success stories of women entrepreneurs, leaders, and innovators in Benin. This helps to change perceptions about the role of women in the economy and society.
By working actively at these levels, I contribute to creating a more favorable environment for the economic and social empowerment of women in Benin, while encouraging diversity and inclusion in the entrepreneurial and media sectors.
L’Africaine: Do you have any hobbies or passions outside of your work?
Secondine AGOSSOU: Reading and music.
L’Africaine: Your final word
Secondine AGOSSOU: A big thank you to the entire Lafricaine.net team. Thank you to all those who follow me and read me.
Secondine Mayenne AGOSSOU’s journey is a powerful testament to the determination and creativity of young African women. By creating NAYA Products and directing Blue Life, she embodies a new generation of leaders committed to building a better future for their country. Her story is an inspiration to all those who wish to start their own businesses and make a difference in their community.
It is also a call to action to encourage women’s entrepreneurship in Benin and Africa, and to support initiatives aimed at promoting economic and social development.
As NAYA Products continues to grow and Blue Life continues to give women a voice, we have no doubt that Secondine AGOSSOU will have many more successes to come.
Interview conducted by Pélagie Blewussi