Nelly Agbogu is a transformational entrepreneur, SME strategist, and digital commerce expert with 15+ years’ experience spanning oil & gas, FMCG, trade facilitation, and business mentorship. She is the founder of Come Again Foods (formerly Nellies Nigeria), where she produces healthy snacks, championing baked, locally sourced food alternatives and distributes across Nigeria and internationally. Nelly is founder of Africa’s most influential SME visibility platform—Naijabrandchick—and convener of NBC Trade Fair. Known for empowering over 100,000 entrepreneurs, facilitating $66m+ in sales, and creating platforms for sustainable growth across Nigeria and globally. Currently serving as director at Nigerian Association Of Small Scale Industralists (NASSI), influencing SME policy, digital transformation, and cross-border market access.
What inspired you to transition from working in industries like oil & gas and FMCG to becoming a transformational entrepreneur in the food sector?
It started from a personal need. My son had to go gluten-free for health reasons, and I struggled to find affordable, nutritious snacks that met his dietary needs and still tasted good. So, I rolled up my sleeves and went into my kitchen. I started experimenting—batch after batch—until I finally got something he enjoyed and could safely eat. That was the beginning.
From there, I realised other parents were in the same situation. That inspired me to build something beyond just my kitchen. Today, what started as a solution for my son has grown into Come Again Foods—formerly Nellies—a proudly Nigerian company that makes innovative snacks like Ugu chips (from pumpkin leaves), Tapiokies (a biscuit from cassava), and Almond chin-chin (made from almond flour). It’s food innovation rooted in love, health, and local produce.
What were some of the most significant challenges you faced when founding Come Again Foods, and how did you overcome them?
One of the biggest challenges was changing consumer perception. Nigerians love their snacks fried and sugary. Introducing a baked tapioca biscuit required heavy education and consistent sampling. Another was setting up an effective distribution and reseller structure that could scale affordably. I overcame this by leveraging digital marketing, storytelling, and reseller incentives. I also drew from my Naijabrandchick community to build visibility quickly.
Can you share a pivotal lesson you learnt from mentoring over 100,000 entrepreneurs?
One key lesson is this: Visibility is oxygen for any small business. Many entrepreneurs have fantastic products but struggle because no one knows they exist. No matter how great your product or service is, if you’re not showing up consistently and strategically, your growth will be limited. That’s why I constantly emphasise marketing, storytelling, and digital PR.
What strategies do you believe are most effective in empowering entrepreneurs, especially women, within the current economic landscape in Nigeria?
The most effective strategies are access, structure, and storytelling. Give women access to platforms (like NBC Trade Fair), teach them how to structure their business for growth, and help them tell their stories confidently. Also, teaching them how to leverage technology and visibility helps them transcend limitations. Empowerment isn’t just about funding—it’s about equipping and connecting.
How has digital transformation impacted the way SMEs operate in Nigeria, and what advice would you give to those who are hesitant to adopt new technologies?
Digital transformation has democratised business. Today, you can run a six-figure business with just your smartphone and a structured plan. It’s changed how we market, sell, engage, and scale. My advice? Start small. Use digital tools to automate repetitive tasks, track sales, or schedule content. You don’t have to understand everything—just start. Ignoring tech is no longer an option if you want to stay relevant.
What trends do you see shaping the future of SMEs in Africa, particularly in the digital commerce space?
One major trend is that AI-powered solutions will take centre stage. From automating customer service to streamlining marketing and improving operations, AI will become deeply integrated into how SMEs run. But at the same time, there’s a growing need for community building—real human connection, support systems, and emotional intelligence. AI can do a lot, but it can’t replace trust, shared experiences, and the power of people coming together. The future will belong to businesses that combine tech efficiency with strong, value-driven communities.
How has Naijabrandchick evolved since its inception, and what role does it play in fostering collaboration among entrepreneurs?
Naijabrandchick started as a personal brand to share tips, but today it’s an ecosystem. We now run mentorship programmes (like DSI), trade fairs, digital PR campaigns, and media platforms. We’ve gone from giving tips to creating opportunities. The brand fosters collaboration by amplifying real people, hosting national and international fairs, and creating a network effect that helps entrepreneurs plug into each other’s growth.
Share some success stories from entrepreneurs who have benefited from the platforms you’ve created?
There are so many powerful stories, but a few always remind me why we do this:
One of our DSI women got a contract to supply 5,000 tons of chicken at ₦4.1 million per ton. That’s a multi-billion naira opportunity that came from visibility, networking, and positioning—things we emphasise heavily.
Another lady secured a ₦9 million contract to supply ziplock bags after refining her brand and pitching confidently through our sessions.
There’s also the inspiring case of a woman who got offered a free warehouse in Northern Nigeria to produce her items—simply because someone saw her story and reached out.
What are your main objectives for the NBC Trade Fair, and how do you measure its success?
The core objectives are sales, exposure, and access—we want vendors to not just showcase but sell out, connect, and grow. We measure success by vendor feedback, number of transactions, repeat vendors, brand partnerships, and even regional economic impact. For example, in Abuja, over 70% of vendors made a profit beyond their expectations. That’s success.
As a director at NASSI, what are your roles and some of the key policies you are advocating for that would impact SMEs positively in Nigeria?
As the Director of Entrepreneurship and New Media at NASSI, my role is to bridge the gap between traditional small-scale industrialists and the evolving digital economy. I focus on using technology, innovation, and storytelling to drive growth, visibility, and structure for Nigeria’s industrial backbone.
My work involves:
Equipping small-scale industrialists with digital tools and knowledge to thrive in today’s market.
Advocating for digital infrastructure and simplified access to information, grants, and government support.
Creating visibility pipelines—so that producers, manufacturers, and processors are not just working hard, but also being seen and supported at national and international levels.
Encouraging policy shifts that promote local sourcing, export-readiness, and digital adoption.
What challenges do you see in cross-border market access for SMEs, and how can they be navigated effectively?
Challenges include logistics, regulation, trust, and payments. Many SMEs don’t understand customs or AfCFTA opportunities. To navigate this, we need trade literacy, partnerships with logistics firms, digital trade platforms like NextTrade Africa, and proper documentation. Also, building trust with buyers across borders comes from storytelling and certifications.
How do current regulations affect the growth of SMEs in Nigeria, and what changes would you like to see implemented?
Current regulations are often complex, inconsistent, and not SME-friendly. There’s also a gap between federal support and local government enforcement. I’d like to see a single-window digital portal for SME registration, tax, trade, and support. We also need regulatory holidays for new businesses, and incentives for female-led enterprises.
What is your vision for ‘Come Again Foods’ in the next five years, and how do you plan to achieve it?
The vision is to become Africa’s most loved indigenous snack brand, known for nutrition and innovation. In five years, I see Tapiokies and Ugu Chips in international supermarkets, backed by a franchise model, strong distribution, and maybe a child nutrition initiative. We’ll achieve this through structured operations, consistent product quality, reseller growth, and export partnerships.
What is happening in June? Share with us, including expectations and results you believe will be achieved.
June marks a major milestone in our journey to take Nigerian and African businesses global. We’re hosting the NBC Trade Exhibition in Houston from June 27th to 29th, followed by New York on July 5th and 6th, and then London on August 2nd and 3rd. These international exhibitions are designed to give African business owners—especially small-scale producers and product-based entrepreneurs—direct access to new markets, distributors, and global buyers.
We’re not just showcasing products, we’re creating cross-border opportunities, building partnerships, and shifting the narrative from “buy Nigerian” to “sell Nigerian globally.”
The expected outcomes?
Increased exports for our vendors.
New international retail and wholesale partnerships.
Brand visibility across three major global cities.
Real-time sales and collaborations that extend far beyond the exhibition halls.
Concluding words
Africa’s SMEs don’t need pity—they need platforms, structure, and visibility. My mission is to help more entrepreneurs build businesses that outlive them, scale beyond borders, and change lives. We’re just getting started, and if you’re reading this, I want you to know: your story, your product, and your dream deserve a global stage.
