From a UK Bank to Kano's Farms: How Timi Oke Built AgroEknor on Hibiscus
Most Nigerians know hibiscus as the base of zobo, the deep red drink sold at roadside stalls. Timi Oke saw an export commodity. His company, AgroEknor, ships dried hibiscus flowers grown in northern Nigeria to buyers in Mexico, the United States and Europe. Its story is a useful case study in turning an ordinary crop into a business, and in where the risks sit. The First Order In 2012, while working at a bank in the United Kingdom, Oke joined LinkedIn groups and attended trade fairs on the advice of an import-export trader. He landed his first client, a Mexican importer who wanted five containers of dried hibiscus. He took a career break, registered AgroEknor with his brother and a friend, and financed the first order through crowdfunding and personal funds. His brother travelled to Kano to buy from aggregators who gathered the flowers from smallholder farmers. When payment ...