Willpower can move mountains: Zulu

Enacy Mapakame

There is competition everywhere. In entrepreneurship, rivalry between companies seeking similar products and services with the goal of gaining market share growth and profits is not something new.

Upcoming entrepreneurs sometimes feel intimidated by competition from already established brands, but this was not the case for Mrs Ruvimbo Vambe Zulu who dared to venture into the food industry with value addition and beneficiation initiatives.

The ambitious Harare-born Zulu started off by selling roasted nuts and corn while she was still a student on attachment, a side hustle that helped her raise capital to register a company — Ruvade Incorporated trading as Tammy’s Classic Foods in 2007 — an integrated manufacturer and distributor of snacks and dry groceries.

Today, the company has added peanut butter and sesame oil to its product range which is now available in leading retail outlets with plans to venture into e-export market.

For her, entrepreneurship was inculcated at an early age watching her mother run a market stall in Mufakose.

“Unsurprisingly, I grew up in a strikingly entrepreneurial home, with a strong female role model to look up to.

“Growing up I used to assist my mother at her vegetable stall (pamusika). I would go and mind the stall after school, and that’s how I got to learn the ropes of customer interaction and negotiation,” she said.

This marked the beginning of a journey into entrepreneurship.

It was not, however, an easy one as there were teething problems. The food manufacturing industry alone has already established brands, which made competition stiffer for her.

But she advises one has to take a step at a time.

Tammy’s Classic Foods started by distributing roasted salted nuts and corn in sports bars and small shops that accepted the products.

“As demand grew, and also having done my research, I started adding spices and flavours to the snacks. I had to push hard to gain confidence with the big retailers so that I could be accepted and get shelf space.

“When I started supplying big retailers, I was given a year’s contract with the condition that if the products did not perform they would be delisted.

“It was not easy, but I managed to pull through and having passed, I introduced the peanut butter under the Tammy’s Brand with sesame oil being the latest addition,” she said.

Being a startup, the company struggled to get funding from financial services providers, a problem not unique to women entrepreneurs alone.

Additionally, there was stiff competition from big and established brands in the sector, although her company has done all it takes to meet customer needs and establish a solid market base.

“Being a newcomer in an established industry comes with its own battles.

“The industry is accustomed to dominant players, making it difficult for small businesses who come in to face these giants who have advantages that include substantial financial resources, advanced technology, powerful brands, and seasoned marketing and management skills.

“We have done our best to maintain our position. We are not intimidated at all and I believe competition is what makes us tick and it helps us to validate our authenticity and above all else it is what makes our clients appreciate us more,” she said.

While she has a passion for food, Mrs Zulu’s story shows that passion alone may not be enough as one needs the requisite training and skills to run and keep the business afloat.

A marketer by profession, she is a holder of a Masters in Business Administration (MBA) from the Women’s University in Africa (WUA), a Bachelor of Business Administration (BBA) in Marketing Management (IMM), a Certified Digital Marketer and several other professional qualifications.

She emphasises the need to establish networks and learn from mentors and other women in leadership positions.

For her, being part of women support groups like Proweb and Women in Insurance Zimbabwe (WIZ) together with receiving guidance from the likes of Mrs Marah Hativagone and Ms Ruth Ncube have helped her gain confidence and boldness.

Her business has not been spared from the Covid-19 pandemic although the food industry is classified as essential service.

Reduced trading hours as well as closure of sports bars has had a knock-on effect on the business. Despite these challenges, Tammy’s Classic Foods is raring to go and expand product range, increase contribution to the economy through enhanced employment creation as well as spread into regional markets.

She said: “This is just the beginning, I still have a lot to set up and achieve. It has always been my vision to grow internationally, providing healthy foods not only to the Zimbabwean market, but the world at large.

“I still want my company to grow to its utmost potential.”