In search of wanting to serve her family fresh, tasty condiments, Mombasa based Neelma Malde ventured out and founded her company, Jars of Goodness. Seven years on, Jars of Goodness was recently chosen to represent the Commonwealth countries at the World Marmalade Awards in Cumbria, United Kingdom, where they entered three of their signature marmalades for the contest. They emerged as one of the seven finalists, chosen out of 50 entries.
Neelma spoke to Nilpa Shah about her journey.
Tell us about yourself.
I started of my career working in the advertising industry in the UK but moved back home in 2007. In 2011, I took the role of the PR Executive at Pwani Oil Products before I started Jars of Goodness. I have a passion for cooking, entertaining and enjoying food at its finest which led me to start my journey with Jars of Goodness.
What inspired you to start your business?
Jars of Goodness was established in 2011 in Mombasa. It was borne out of a yearning for tasty, fresh condiments that I wanted to serve my young family. Since then, we have always stayed true to our roots: fresh, local and natural – made by hand, made with love. All our products are free from artificial flavorings, colour or preservatives and are loaded with fresh, succulent fruit.
Special attention is always paid to the combined flavours that are used to make these little jars of goodness and quality always comes first. All of our products are unique and made with confidence. The chosen flavours are quite different from other jam and chutney brands available in Kenya. Innovation is also key to the growth of the business and we are always thinking of new ideas to add to the existing range.
What resources did you start with and how did you use them?
Jars of Goodness has grown steadily from my little kitchen. We are a team of two and still operate from home. A few years ago, at one of the craft fairs, a director from a medium supermarket chain (Chandarana Supermarket) approached me and encouraged me to take the leap to start stocking our products at his stores. Since then we have not turned back. We now supply our products to nine of their branches as well as other small deli’s and online specialty food shops in Kenya (Monty’s, Green Spoon). We are now even in Kampala, Uganda.
What has been the most effective way of raising awareness of your business and getting new customers?
Word of Mouth worked well for us. Having a stand at locally held Christmas fairs also helped us bring our product to the market.
What have been your biggest challenges so far with running your business and how do you overcome them?
It is very difficult and costly to develop a buzz about a new product with so much noise in the media today. As a result, I have found success by selling it through less conventional venues such as food fairs and Christmas fairs. We are slowly increasing our stockists in Nairobi especially by putting the time in to meet each and every store face to face. Rarely will products simply be discovered. You must put the time on the road to get the product out there. Nothing beats word of mouth when it comes to products for the family and the best way to get the word out is to get the product in the hands of people who buy from stores they trust.
Our biggest challenge has been getting shelf space and finding retailers that are willing to take a risk on a new product. For some reason, when store owners see products that are handmade, they think that the quality is less than stellar. We face a lot of rejection due to pricing as well. It costs us more to make the product than it would if we were in a major manufacturing facility with machines doing the work, so we have to be at the higher end of pricing scale. We use higher quality ingredients than most major manufacturers which also affects price. Hence with the cost of materials and the time we put into creating our unique combinations, there is no way that we can compete with those prices. However, it is an ongoing battle and we are continuing to seek retailers with customers within our niche market and are confident that we will soon overcome these challenges.
Tell us about your team.
We are now a team of two. Recipes are created, tested and marketed by myself and my assistant helps in the kitchen with the cooking and the packing.
What do you love most about running your own business?
Running a business has been the most fulfilling thing ever. It is so much different from having a job, where you go in every day and do your work, but you don’t necessarily have the same sense of ownership. When you run your own business, you’re in charge of creating every day for yourself. You chart your own course. You make the decisions that affect your future, every single day. You get the feeling of satisfaction that comes from building something from the ground up, and taking it to new heights of success. I love having control of my time and how I spend my day.
How do you keep motivated through difficult times?
Even though you have more control, running your own business can be quite stressful; because ultimately, I am the one responsible for the success or failure of my own business. So it does require constant motivation to get through the ups and downs especially during the startup phase. I usually give myself shorter goals to reach and make a plan on how to reach each micro goal that will ultimately lead me to my greater goal. Writing out a plan allows you to see the entire picture and map out the most practical way to reach your goals. Once I’ve reached a milestone, I reward myself. It is also important to remain positive and accept the fact that it is not always going to be a smooth ride. You have to remember to get back up every time you fall. Learn from the mistakes and move on.
What’s the biggest lesson you have ever learned?
To never make a decision based solely on financial gain. Business is not just about money. It is also about connecting with people. It is important to respect every person you meet. Always have time for your friends and family no matter how busy you are.
How has entrepreneurship changed you as an individual and your lifestyle?
My brain never switches off! I find myself constantly thinking about new recipes or new ideas on how I can make my brand stand out from the rest. I also know that my rewards go hand in hand with the amount of work I put in, so I try and work harder every day. I understand the value of passion and support it in others. I have also learnt to embrace criticism and feedback more. I care more about everything – my family, my friends, my business and my social interactions.
If you could go back in time, what would you do differently?
I am a firm believer that everything works out for a reason. I have made a few mistakes, and thankfully, only “wasted” a small amount of money. But if I went back and changed anything, I wouldn’t be where I am today!
Where do you see your business five years from now?
Jars of Goodness sells thousands of condiments throughout the year and sales are growing really fast. We have just launched in Kampala and are now looking at spreading our wings throughout the rest of East Africa and perhaps even Europe. If things work out as per the plan, then I will be looking at hiring more staff to help in the kitchen as well as in handling the marketing and social media side of business.
What advice would you give to other entrepreneurs?
Starting a business is ultimately about passion. If there is something you love to do, or are passionate about, then go for it!
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