Yvette & Emmanuel
It was their belief in the power of youth to build and transform Ghanaian agribusiness that first united Yvette and Emmanuel. Initially introduced by a mutual business advisor, the pair realized that their interest in agriculture, organic farming and youth empowerment in Africa would be best leveraged if they combined their efforts. Meeting in a kitchen in Accra, the two created Pure and Just Food, a company whose name reflects their mission that food be natural and sustainably sourced. That company is the parent of Yvaya Farm, their dried fruit brand featuring pineapple, pawpaw (papaya), banana, and mango grown by smallholder farmers in Ghana and Côte d’Ivoire. Moreover, the produce is sustainably and ethically harvested and processed using no chemical agents. Yvette and Emmanuel’s dedication to integrity has made quite an impact as they have together raised more than $1 million in investment to distribute their packaged brand around the world. They continue to exhibit growth by showcasing their goods at events in Europe, leading a series of “Founder’s Talks” advising other young entrepreneurs and ultimately growing their company to more than 80 employees, all under 35 years old, and 75 percent of whom are women . As Yvaya Farm sends their tasty treats around the world, they demonstrate the potential and opportunity for Africa to nurture and process its own natural resources. We are happy to feature their award-winning line of dried fruits.
JUST THE STATS PLEASE
WHERE DO YOU LIVE? Emmanuel: Accra, Ghana; Yvette: Leipzig, Germany
WHERE WERE YOU BORN? Emmanuel: Accra, Ghana; Yvette: London, United Kingdom
WHAT IS YOUR FAVORITE FOOD? Emmanuel: Banku and okra soup; Yvette: Millet kenkey with red stew, green pepper, two eggs and half a can of sardines.
INSTAGRAM: emmanuelampadujnr and Yvaya Farm
TIKTOK: N/A
MINDING YOUR BUSINESS
WHEN DID YOU START YOUR BUSINESS?
Yvette: We began operations in May 2016 out of my mom's kitchen. Emmanuel and I were introduced by a mutual friend and business advisor back in 2017 and both quickly realized that we could work way better together than apart and in competition. Since we've been working together we've grown from 3 farmers and 6 employees to, today, 10 farmers in 3 regions of Ghana, employing 80 people (all under 35, 75% of whom are women).
WHY DID YOU START?
Emmanuel: I realized in my second year in university that there was enormous opportunities in agribusiness and decided to explore.
Yvette: After noticing that our fruit industry was being under-served – much of its value being taken advantage of outside the country – we decided to start Yvaya Farm. Our dream is to create a brand that serves the community it comes from, serves the world, and creates a global awareness of the amazing creativity and capacity of Ghanaian entrepreneurs in agribusiness.
WHAT MOTIVATES YOU TO KEEP GOING?
Emmanuel: When I am able to impact lives in a positive way.
Yvette: This business makes complete sense. And it has so much potential. Agro-processing is uniquely well positioned to reduce the rural-urban development divide and tackle climate change. We work to have a direct economic impact on farming communities by increasing demand for agricultural produce and thus raising incomes. Our relationship to farmers means we can directly incentivize and support organic farming that protects the environment. The relief program can provide the working capital we need to protect our capacity to process and continue our impact. Also, I'm constantly motivated by peers in industry. They're super inspiring and I want to be a part of their community.
WHAT DO YOU WISH PEOPLE KNEW ABOUT YOUR BUSINESS?
Emmanuel: That our staff is made of 75% women and that we are aiming to run a climate-smart zero waste business.
Yvette: Often times people think we have a way bigger team than we actually do because we work hard to be professional. This is very flattering, but I think people would go easier on us if they knew. Sometimes I have people calling my phone 3 times in a row because I didn't respond to an email they sent the same day. Welp.
SELF-CARE IS SELF-LOVE
WHAT MAKES YOU AWESOME?
Emmanuel: I hardly get angry or overreact when someone offends me. I have inexhaustible passion for farming and working with people across ages and industries.
Yvette: I am committed to conducting business ethically and showing genuine care for people's wellbeing.
WHAT'S THE FIRST THING YOU DO WHEN YOU WAKE UP?
Emmanuel: I take my phone to check the time and thank God.
Yvette: Honestly…look at my phone lol. But then I have an awesome routine. Aloe Vera and Sea moss gel shot for health. 10 mins yoga stretch. 15 mins run. 15 mins swim if I can squeeze it in. Coffeeeeeeee.
WHAT IS YOUR FAVORITE DETOXING REGIMEN?
Emmanuel: Warm lime juice with honey and ginger.
Yvette: I do a weekly 20 hour fast from Sunday to Monday.
WHAT ARE YOU MOST GRATEFUL FOR?
Emmanuel: Life and family.
Yvette: My health. Also, my friends.
WHAT'S THE LAST THING YOU DO BEFORE YOU GO TO SLEEP?
Emmanuel: Listen to music or a sermon.
Yvette: Um… my phone. But I try and read maybe 5 pages before sleep. Sometimes I allocate a few mins just for day-dreaming and pondering…But I fall asleep easily, so usually I don’t actually succeed in doing more than 1 min of pondering.
RANDOM NOTES AND GOODNESS
HOW DO YOU LIKE TO HAVE FUN?
Spending time with friends and family, wellness workshops, trying a new skill, mindful walks, traveling.
DO YOU HAVE A FAVORITE QUOTE OR CORE BELIEF?
Emmanuel: It is well.
Yvette: We can do this.
WHAT ADVICE WOULD YOU GIVE TO YOUR YOUNGER SELF?
Emmanuel: As young entrepreneurs (especially in developing country contexts,) we need to extend ourselves (and our teams!) grace – and to consider sustainable impact on a long(er) timeline. There’s so much urgency in the world, but we first have to get this business off the ground and make small(er), necessary impacts in our immediate space.
Yvette: We have to make friends and connect and support each other ! We don’t need big conferences to do this or fancy tech platforms, sometimes it’s just being able to quickly WhatsApp other entrepreneur friends to ask for their advice and or contacts.
WHAT DO YOU LOVE MOST ABOUT AFRICA?
Emmanuel: The uniqueness of our diverse cultures and the wealth of natural resources.
Yvette: It’s the place where I’ve been able to achieve the greatest level of self-determination. As myself, and specifically as a dark skinned black woman. I mostly just feel like a person making my way through – and not as much defined by the response to my racial identity.
WHAT FRUSTRATES YOU MOST ABOUT AFRICA?
Emmanuel: Our low self-esteem and over reliance on the West.
Yvette: Whhhyyyyyy does the network work so inconsistently!!! Sometimes it’s fabulous. Other times… internet not working so oop I’ll do calls instead, but wait ! That’s not working either. Kill me.