Bold enough to quit employment to chase a dream

CCTV's Deji Badmus with Iom Food founder, Itoro Effiong-Bright
CCTV's Deji Badmus with Iom Food founder, Itoro Effiong-Bright
CCTV’s Deji Badmus with Ibom Food Founder, Itoro Effiong-Bright

All businesses are unique in their own ways, driven by a common end which is solving a social problem. Itoro Effiong-Bright quit her job in a multinational telecommunications company to set up a food delivery company. This was after observing how Lagos city dwellers left for work as early as 4am and returned home around 10pm because of traffic jam. An observation that shaped her long-time dream inspired by the times that she assisted her mother in the market.

Itoro went for authentic Nigerian food, meals that will give her clients a satisfaction of having a homemade meal.

The young Nigerian’s typical day is full of cooking an assortment of meat stews and the Afang soup. At least 60 types of soups are prepared for the Menu and delivered to the door step of the client using the fastest means of transport, motorcycles.


This much success was not realized instantly of course, Itoro went through challenges such as lack of finances, working alone and fears of how people would respond to her food. It was after participating in Nigeria government’s entrepreneurship scheme ‘YOUWIN’ that she secured some funds to jump start her business.

Even though the funds were crucial for Itoro in employing more staff and purchased crucial equipment, the founder gives more credit to the word of mouth from customers.

The business, Ibom Soups, has grown to a point that it can cater for events and companies.

Based on the success that the start-up has had so far, Itoro through the Ibom soups company has been able to train organizations and gave speeches in women conferences.

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