Penelope H. Cudjoe, CEO/President
In celebration of Black History Month, the Food Council is highlighting Black-owned MoCo Made businesses.
AMAC Foods brings West African flavors to America with their KP’S JOLLOF RICE. It is a great option for vegans and those looking to try new flavors! We had a conversation with the owners on the origins of the business, their advice to Black businesses, and their inspiration as they navigate the food industry.
How did AMAC Foods start?
Jollof Rice, one of the popular dishes of West Africa, originated among the Wolof ethnic group around the Senegal-Gambia region. It spread quickly to countries in the region, and became a staple food of choice at parties. Jollof rice usually takes about an hour and half to two hours to cook, and the taste of the cooked jollof differs depending on the cook. So, we came up with our EASY N TASTY JOLLOF RICE, now rebranded KP’S JOLLOF RICE in three flavors that shorten the cooking time, have a long shelf life, cut back on food waste, and have flavor consistency, regardless of the cook. We offer:
- KP’S Jollof Rice-MILD; -16 OZ
- KP’S Jollof Rice-SPICY-16 OZ
- EASY N’ TASTY- PARBOILED-SPICY-32 OZ
Can you describe any challenges you have faced specifically as a Black owner?
The biggest challenge faced was finding the right co-packer to commercially produce the dish once we developed the formula, and making the dish popular enough to attract buyers. Additionally, it is time consuming as a Black owner to have grocery store owners to agree to sell your product. The requirements for most main-stream grocery stores are cumbersome: more capital, requiring specific distributors whose requirements go beyond the reach of small Black and minority owners.
Who/what has been your inspiration for success in your career and why?
What inspires us is our customers who admire our work with purchases and positive feedback, our friends who encourage us to continue even when the thought of giving up is high. In addition, having a product that my children are very proud to see inspired us greatly.
What advice would you give to aspiring Black entrepreneurs?
The best advice for any aspiring Black entrepreneur is to consistently work hard and listen. To forge ahead with their dream of owning a business. Lastly, learn and master all the rules and regulations, and think about profits later.
What has been your favorite part about owning a food business?
Our favorite part about owning this business is that we are our own boss. We are answerable to ourselves for our own successes and failures. Most importantly, the fact that we can share our cultural food with people from other countries.
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- Jollof Rice – Spicy Flavor
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- Jollof Rice with Parboiled Rice- Spicy Flavor
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- Jollof Rice – Mild Flavor
Check us out their products and learn more on amacfoods.com, and find them on Amazon, Facebook, Instagram, and Twitter!