From Market Chaos to a Movement: How One Couple Cultivated Nigeria's Healthy Future

In Nigeria's dynamic and often challenging economic landscape, entrepreneurs are not just building businesses; they are forging solutions. They navigate high inflation and infrastructure gaps with a unique blend of resilience and innovation. The story of So Fresh NG, founded by Olagoke and Abimbola Balogun, is a powerful testament to this spirit. Their journey from corporate professionals to pioneers of Nigeria's healthy food industry showcases a blueprint for sustainable, impactful enterprise.

The Spark of an Idea

The So Fresh story began not in a boardroom, but in the frustrating, chaotic aisles of a Lagos market. Goke, then in the oil and gas sector, and Abimbola, a lawyer, were tired of the unhygienic and stressful experience of buying fresh produce. "Why can't we create a serene, clean environment to buy fruits and vegetables?" they asked. This simple question sparked a radical career change. In 2010, they pooled their savings and left their stable jobs to launch "Fruitivegies," a modern farmer's market designed to offer a better shopping experience.

Pivoting Through a Crisis of Taste

The initial years were a struggle. The biggest challenge wasn't logistics or funding, but culture. "Back in 2010, Nigerians didn't consider salad as food," Goke recalls. The business hit a plateau. Instead of giving up, they listened to their customers and pivoted. They rebranded to So Fresh and shifted from simply selling raw produce to creating delicious, ready-to-eat healthy meals tailored to the Nigerian palate, like their now-famous spicy chicken salad. They used social media to educate a new generation of consumers about wellness, effectively creating a market that didn't exist before. 

The Impact Flywheel: More Than Just Salads

Today, So Fresh is Nigeria's leading healthy food chain with over 15 outlets. But its success is measured in more than just storefronts. The company has become a powerful engine for social and economic impact, perfectly aligning with Oxfam's goal of building Just Economies.

• Youth and Women Empowerment: So Fresh has created over 160 direct jobs, with a focus on employing young women from underprivileged backgrounds, providing them with economic independence and valuable skills.
• Strengthening Local Agriculture: The company is committed to sourcing its produce from local farmers, creating a stable and reliable market that improves livelihoods and strengthens Nigeria's domestic food supply chain.   
• Promoting National Health: By making healthy food accessible and desirable, So Fresh directly contributes to the UN's Sustainable Development Goals 2 (Zero Hunger) and 3 (Good Health and Well-being).

The Power of Strategic Support

An entrepreneur's vision is crucial, but a supportive ecosystem is what allows that vision to scale. So Fresh's journey was bolstered by its participation in the Work in Progress! Alliance! project. Implemented with partners like the Enterprise Development Centre (EDC) and funded by the Kingdom of the Netherlands, the project is designed to accelerate the growth of impact-driven SMEs.

Through business development services, mentorship, and strategic support, the Alliance empowers entrepreneurs like the Baloguns to professionalize their operations, overcome structural barriers, and amplify their social impact. The success of So Fresh is a living case study of what happens when entrepreneurial grit meets strategic partnership.

The So Fresh story is a powerful reminder that business can be a profound force for good. It shows that with a clear purpose, a willingness to adapt, and the right support, Nigerian entrepreneurs are not just surviving, they are building a healthier, more prosperous, and more equitable future for all.