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After putting more than two decades into the Nigerian insurance industry developing business strategies and sales department, Joy Omojuyigbe has turned her searchlight into indigenous food production with the same zeal and passion. Her enterprise, The Fufu Factory ingeniously combines age-old traditions with cutting-edge technology, ushering in a new era of fufu consumption
In her words during a chat recently in Lagos, she said that the future of fufu is global. Locally, it will remain a staple that unites Nigerians. Internationally, it will sit proudly on supermarket shelves and fine dining tables, alongside pasta, rice, and bread.
Omojuyigbe told Daily Sun that that fufu production in Nigeria and West Africa was characterized by unhealthy production processes with the notion that the delicacy is meant for the poorest in the society but all that she is poised to change by minimizing human interaction, maximizing quality assurance in the production process, packing them for international market acceptance and standards so that it can compete with its global counterparts.
Can you share your background and what inspired you to start a fufu processing factory?
My background is in business development, sales, and strategy. I spent close to 25 years in the insurance industry, rising to become a C-suite executive. That experience taught me discipline, resilience, and how to build systems that last.
But my journey into food wasn’t about career. It was about purpose. I didn’t even grow up eating fufu; our family table was more pounded yam. What changed was my exposure. As I traveled across West Africa, I saw how fufu was everywhere. It was at the center of daily meals and celebrations. It wasn’t just food, it was culture. Then came the defining moment: the Lord gave me a clear instruction, “Start with fufu.” At that point, I knew this was bigger than me. My corporate background gave me the skills to build, but obedience gave me the courage to start.
Why do you believe fufu is an important part of Nigerian culture, and how does your factory contribute to preserving this cultural heritage?
Fufu is one of Nigeria’s most unifying foods. It cuts across tribes, classes, and generations. Whether you’re Yoruba, Igbo, or Hausa, fufu has a seat at the table.
At the Fufu Factory, we preserve this heritage by keeping fufu authentic yet modern. We pioneered ready-to-eat fufu, delivered fresh to restaurants daily and sold in ready-to-eat packs in supermarkets. By doing this, we’ve made fufu more accessible for today’s consumer while keeping its cultural integrity intact.
What motivated you specifically to focus on the processing of fufu, rather than other food products?
For me, it wasn’t about personal preference. It was about obedience and vision. Fufu wasn’t my childhood staple, but when I observed its cultural importance and then received God’s instruction to start with it, I knew it was the right place to begin. And it didn’t stop there. Today, the Fufu Factory is a pioneer of ready-to-eat fufu at scale. But beyond fufu, we’ve also expanded into other cassava-based innovations: Packaged Lafun, this is something most never imagined could be standardized.
Instant Tapioca (SuperTapioca 4×) , ready in just 5–10 minutes, designed as a two-track experience with tapioca, coconut, milk, and sugar in one convenient pack. Lebu (garri flour) reintroducing one of Nigeria’s most popular staples in a structured, packaged for. These products are part of our theme: giving dignity, structure, and convenience to African foods.
What have you observed about the demand for fufu in Nigeria and beyond? How do you see your product fitting into the market?
Demand is strong everywhere. Nigerians want fufu, but they also want convenience and quality. Restaurants need reliable supply without the hassle of making it themselves. Supermarkets need properly packaged products. And consumers, especially younger generations want food that is authentic but easy. Abroad, the demand is deeply emotional. Nigerians in the diaspora want a taste of home, but they also want food that meets global standards of hygiene and packaging. Our ready-to-eat packs, packaged lafun, instant tapioca, and Lebu all fit perfectly into this space.
What challenges did you face when starting your fufu factory, and how did you overcome them?
Transitioning from being a C-suite executive into food processing came with challenges: financing, regulations, and perception. Many people doubted fufu could be standardized without losing its authenticity but my years in leadership had trained me to approach problems strategically. In insurance, I had to sell what people weren’t always eager to buy that taught me persuasion, resilience, and focus. I leaned on those skills, and I leaned even more on faith. My career prepared me, but my faith propelled me. That’s how we built the Fufu Factory into a pioneer.
What steps do you take to ensure that your fufu production is environmentally sustainable?
We are intentional about sustainability. We minimize waste, recycle by-products, and support local farmers in adopting sustainable cassava farming practices. It’s not just about today. It’s about building a responsible value chain for tomorrow.
Can you explain the importance of supporting local farmers and suppliers?
Farmers are at the heart of what we do. Without them, there would be no fufu, lafun, tapioca, or Lebu. By sourcing locally, we provide stable income for farmers, strengthen rural economies, and promote food security. We see it as a partnership: we pay fairly, guarantee off-take, and share knowledge. When farmers thrive, we thrive, and the community thrives.
How does your factory engage with the local community, and what role do you believe businesses should play in community development?
We don’t just operate in the community. we are part of it. We employ people locally, create opportunities for women and youth, and share knowledge about agribusiness. I believe every business has a responsibility to give back. Profit is important, but impact is legacy.
What are your long-term goals for your fufu processing factory? Do you have plans for expansion or diversification?
We have already expanded beyond fufu into lafun, instant tapioca, cassava flakes, and Lebu (garri flour). So this is no longer about planning expansion, it is about deepening the impact of the expansion we’ve already achieved. The long-term vision is to position cassava-based foods as Africa’s global identity. Just as rice represents Asia and pasta represents Italy, I believe cassava will represent Africa.
Are there any innovations or new products you are considering to enhance your current offerings in fufu?
Innovation is in our DNA. We pioneered ready-to-eat fufu, and we have broken new ground with packaged lafun, instant tapioca (SuperTapioca 4×), and Lebu (garri flour). These products aren’t just convenient—they elevate African food into structured, premium formats that can stand proudly anywhere in the world.
What advice would you give to other women looking to start their own businesses in Nigeria?
I would say people should start with what they have, and where they are. Don’t wait for perfect conditions they don’t exist. Be resilient, operate with integrity, and trust your God-given vision. I encourage women not to shy away from big ideas. If you believe in it, pursue it boldly.
What brings you the most satisfaction in running this business?
My greatest joy is that God can trust me with this assignment. Every pack that leaves our factory means someone is eating wholesome food instead of something harmful. That gives me peace. Beyond that, seeing the smiles on people’s faces , whether a family cooking fufu easily, a restaurant serving with confidence, or a farmer earning with dignity , brings me the deepest satisfaction.
How do you envision the future of fufu in Nigeria and its role in both local and international markets?
The future of fufu is global. Locally, it will remain a staple that unites Nigerians. Internationally, it will sit proudly on supermarket shelves and fine dining tables, alongside pasta, rice, and bread. With the Fufu Factory already pioneering ready-to-eat fufu, and expanding into lafun, instant tapioca, cassava flakes, and Lebu (garri flour), we are laying the foundation for cassava to become Africa’s culinary signature to the world.
