Founder Profile
Affiong Williams
Founder
Reelfruit
Affiong Williams is the founder of ReelFruit, a Nigerian snack brand transforming local produce into globally distributed products.
At A Glance
Current Focus
Background
Company Overview
ReelFruit is a Nigerian agribusiness company focused on producing healthy dried fruit and nut snacks using locally sourced ingredients. The company works across the value chain—from supporting farmers to processing and distributing products across retail stores, airlines, schools, and international markets. With a strong focus on sustainability and local impact, ReelFruit has grown into a leading brand, employing dozens of people and empowering rural farmers, while expanding its reach globally.
Full Bio
Affiong Williams is a Nigerian entrepreneur and founder of ReelFruit, one of Nigeria’s leading healthy snack brands.
Originally trained in Physiology and Psychology, she later pursued business studies and gained early exposure to entrepreneurship while working with Endeavor South Africa. Inspired by the potential of agribusiness, she launched ReelFruit in 2012.
Starting with limited resources and facing early setbacks—including losing a major grant—Affiong built the company gradually, focusing on product validation, small-scale funding, and steady growth.
Under her leadership, ReelFruit has expanded into hundreds of retail outlets and international markets, while creating jobs and supporting local farmers.
Her work has earned global recognition, including the Veuve Clicquot Bold Woman Award (2022), and she continues to advocate for sustainable agriculture and entrepreneurship in Africa.
Current Focus
Latest Update
Written Stories
Profile Details