Olatutu Neuly ABIALA, a young dynamic Beninese woman of 42 years, mother of three children, with a qualification in business administration, worked for 10 years in several companies nationally and internationally as an international consultant, and later as a sales manager before embarking on entrepreneurship and more specifically in agrobusiness. This choice is justified by a sensible and eloquent reason given the fact that agriculture is a key area able to boost the development of the Africa. “Our first quality in Africa is agriculture,” she says. That’s the reason behind the adventure of cultivating the land. Indeed, having resigned from her position as commercial director of the Azalaî Hotel in Cotonou in 2014, she is now in vegetable gardening before embarking on the manufacturing process. “Farming is the 1st thing I did, before moving to vegetable gardening through which I transform to add value to the product.” After a couple of years, in 2017, she launched her business ”la fermière” specializing in the production of fruit juice, ” My juice brand is called ”la fermière” because the farm is where I started. » she proudly said. A pride felt while defending Africa’s own values, by especially promoting local consumption. When she decided to start the transformation of 100% natural Beninese food products, Mrs. Neuly explored the world of Bio and discovered through her experiences that Africa has all the potentialities to develop. Her brand ”la fermière” is a set of local products aiming at relieving the daily problem. “I have decided to make juices, combining fruits, vegetables, spices for everyone’s health considerations. ”La fermière brings natural solutions to everyone.” In addition, apart from her business, she has launched a campaign to promote female entrepreneurship, by identifying Beninese women with projects, helping them to improve their production and promoting them. “I identify women entrepreneur and help them enhance the quality of their work and promote their product,” she says. An initiative in alignment of her daily struggles: the promotion of African values. Thanks to this association, several other organic products of quality from Benin are produced by ”La fermière”, a fact that surprises many people. “If we want to promote Africa, we just need to repackage these products and help these women produce them in healthy conditions,” she added. With such a busy agenda, the labor force is highly demanded, therefore jobs are naturally created and participate in the reduction of the unemployment rate. With four years of experience, ”La fermière” now employs at least 150 people for its activities, from the women who deliver the raw materials to the marketing team and the production one. Moreover, in order to impact a large number of Beninese as well as Africans, getting them to adopt the local consumption campaign, ”La fermière” has expanded its action plan in almost all the departments of Benin and even beyond the national borders. “I have some relay points in almost every department of Benin, in Cotonou, Porto-Novo, Natitingou, Pobè, Djougou; and even in Mali, Senegal and Burkina Faso.” One of the long-term goals of ”la fermière” is to make Beninese products known to other African countries and vice versa, to have our own products, organic, natural, without chemicals and 100% Africa. As a matter of fact, the promoter of the project, after 7 years of activities, affirms not having any regrets.
«If I have to take back, I will do it. But in a different way, I would no longer resign from my position for enterpreunship because you need to be autonomous in Africa if you want to go far,”Ms Neuly Abiala said. Which does not mean that women enterpreneurship is not without difficulties “The biggest challenge of women entrepreneurs is not their professional life and personal one, but get there and to be able to set limits.” she says. Not to mention that having a land is still a real headache for women entrepreneurs in a domain like agrobusiness in Africa, she sadly said. Nevertheless she is getting closer to the goal and wants to inspire many vocations. “For women who want to get started, close their eyes and go for it. The same applies to young people. The most difficult step is getting started. But once we’ve started, there’s no stopping us, we grow with time. When you’re an entrepreneur and you don’t make researches, the company doesn’t take off, it’s innovation that keeps you standing.” By adopting the organic, natural products of ”La fermière”, African participates in the promotion of Pan-Africanism and ensures good health since the products are analyzed in laboratory conditions and soon certified. “ we have the approval of the Ministry of Health,Trade and the ABSA to sell our product, and they have already passed their first check up, so by January 2022, we will have the ISO certification.” she concludes
Eliane FATCHINA
