Titillating scents of exotic spices are as much a part of the Ethiopian holiday spirit as the cultural garments, music, and decorations. Homemakers flock to the markets in search of the best herbs and spices to enliven their holiday feasts. A several-hour-long trek in crowded markets teeming with shoppers, merchants, and spirited haggles is needed before the ‘right’ ingredients are found.
Mahder Admasu was in the third trimester of her pregnancy when the holiday season rolled around 12 years ago. Juggling classes for a graduate’s degree, a baby on the way, and the hunt for specific ingredients sparked an idea for a business. She brought a few family members together and kicked off Mahder Foods, a company that offers an eclectic list of Ethiopian cuisine for local and international markets.
“It was born out of my own struggles,” Mahder recalled to Shega.
Under the motto “Ende Beto” (Tastes Like Home), what began as a packed stew delivery service has incorporated spice, pulses, and catering into its portfolio.
Her unorthodox idea to cater for the needs of households with little time to prepare home-cooked Ethiopian meals received quick attention as she won a business plan competition back in 2012.
The company has begun averaging sales of nearly 3 tons annually to a rapidly growing clientele, which chose the company for its attention towards quality. Mahder has even opened an eponymous restaurant around the Bole area for customers who seem to be demanding evermore of her culinary delights.
A streamlined operation that includes a farm in Amhara Regional State, a factory, kitchens, and a delivery system is powering the company’s growth. Through contract farming arrangements with horticulture unions in Dera and Fogera zones, located in Amahra region, Mahder maintains a steady supply of local ingredients. The company has three branches to sell its products and supplies nearly 2,000 meals daily, which has pushed annual turnovers to nearly 77,000 dollars annually.
“This will grow over time,” says Mahder.
The holidays represent peak season for Mahder’s services as homesick diaspora and busy households look to get a whiff of a uniquely Ethiopian chicken stew.
Mahder recalls having to reorient the company’s business strategy from purely serving stews in a novel market to include spices and pulses. What started with a small business loan from family members has found a lucrative demand in foreign markets. Ethiopian communities in the Middle East and North American markets have come to rely on the company whenever they miss tastes from back home. Mahder is poised to enter the European market soon after finishing up certain quality requirements.
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