Quote:
“Those experiences shaped me. They taught me resilience, resourcefulness, and consistency. Every profit I made, I reinvested. Every challenge became a lesson. Step by step, I grew into the bigger vision of building NFC Global into a structured food brand with multiple services.”
-Gift Iweriebon Ruth
Considering the immense challenges of gender bias and inequality, low access to funds for businesses, high cost of breathing life into dreams for different enterprises and some cultural misgivings, including those who believe that women belong to only the kitchen, yours truly is always intrigued by the success stories of highly determined and passionate female entrepreneurs. Did you know for instance, the high hurdles they have to scale over to breast the tape at the finishing line in the business race? You may not.
But it might interest you to know, that although women make up about 50 % of Nigeria’s population, over 60 % of them live in extreme poverty, especially in the rural areas? Are you aware that only 35% of women compared to 55% of Nigerian men have access to financial services? Yet, a young and talented Nigerian food entrepreneur is out to be the game-changer in the chequered culinary spectrum.
Her name is Gift Iweriebon Ruth, a graduate of Biochemistry from Ambrose Alli University, Ekpoma (Class of 2022/2023). She is the founder of NUTRI Foods Consult Global (NFC Global).
In her words she stated that: ” It is a food brand committed to serving quality meals, promoting healthy living, and creating food awareness into my community and beyond.”
“I started experimenting with baking and selling cupcakes in 2021, and by 2022, I officially launched NUTRI Foods. Over time, I expanded the brand to include healthy meal plans and diets, cakes for every occasion, catering for both small and large events, pastries, soup/stew bowls, and trainings to give back to the society.” Wonderful, is that not?
Of course, it is. But with a vision expand her professional horizon and garner more wealth of experience, here stated is what she did. “To strengthen my expertise, I took an online course in Food Safety and Hygiene, attended food and beverage seminars, and I am currently undergoing training as an SDG advocate, focusing on SDG 2 – Zero Hunger. I also obtained a Master Baker certification at Marvin Kitchen, Lagos. In 2023, I officially registered the business with the Corporate Affairs Commission (CAC), giving NFC Global both structure and a broader vision.”
The next compelling question was what gave her the inspiration to go into the food business, when and where? Her response: “My inspiration came from both passion and necessity. I started selling cupcakes in school as a survival means, but it wasn’t enough to sustain me financially. Encouraged by my roommates and hostel mates who loved my cooking, I expanded into street food, selling noodles, spaghetti, shawarma, and bread-and-egg.
“That phase taught me resilience and gave me income to survive. It also opened my eyes to the fact that food wasn’t just a passion but a purpose-driven career path. Today, that small beginning has grown into NFC Global, a registered food brand that provides diverse services, including catering, healthy eating plans, pastries, and food education.” This is truly impressive and inspiring.
So, what were her initial challenges, and how did she overcome them? According to her, “My biggest challenges were financial limitations and lack of structure. Cakes and cupcakes alone didn’t provide a steady income, so I had to add street food to survive. It wasn’t easy juggling long hours, limited equipment, and academics at the same time.
However, those experiences shaped me. They taught me resilience, resourcefulness, and consistency. Every profit I made, I reinvested. Every challenge became a lesson. Step by step, I grew into the bigger vision of building NFC Global into a structured food brand with multiple services.”
Having gained her impressive wealth of experience from a wide spectrum of training programs, it is necessary to know what she teaches others. In response, she stated that: “Currently, I focus on food education and healthy eating awareness. I share practical food tips, nutrition hacks, and healthy lifestyle content both online and offline.
“With my biochemistry background, I created a specialised meal plan for ulcer patients, which I compiled into an eBook titled “Healing Through Nutrition: A Meal Guide for Ulcer Patients.” This book reflects my passion for food as medicine, and how proper diet can promote healing and wellness.
“Beyond this, I run trainings in baking, catering, and food business management, empowering young people who want to venture into the food industry. In the near future, I plan to launch more structured programs on food safety, nutrition awareness, and entrepreneurial skills.” It is good to note all these, at a time some of her age mates are out there looking for come-quick naira.
With regards to her marketing strategies and how effective they are, she explained that: ”
My strategy is simple: community building and storytelling. On social media platforms like TikTok, Facebook, and WhatsApp, I share engaging food content, customer testimonials, and behind-the-scenes moments that build trust and connection. Offline, I use referrals, catering partnerships, and special offers to reach new customers. These strategies have proven effective because they don’t just create customers, they create a loyal community around NFC Global.”
For her success so far, it is expedient to know about her partnerships. And she has this to say: “I have partnered with NGOs to extend love and hope through food donations to orphanages and vulnerable groups, aligning with my vision of impact beyond profit. I also collaborate with event organisers and individuals who need quality catering services at affordable rates.” It is all getting exciting and motivational.
How are you coping with the harsh economic situation in the country? That was the next question. She confessed that: ” It has not been easy, but resilience and innovation keep me going. I cope by being creative with recipes, managing resources wisely, and providing customers with budget-friendly options without compromising quality.
“The economy pushes me to be more innovative, solution-driven, and intentional about delivering value.”
Having come this far and with the need to be encouraged and assisted by the government, the question was what she wanted the government to do for her.
In response, she requested that: ” I would love to see more supportive policies, grants, and training opportunities for young entrepreneurs in the food industry. Access to funding, better infrastructure like electricity and transportation, and platforms that showcase small businesses would help brands like NFC Global grow and create even more impact.” These are the responsibilities of those in political power to do the needful.
Viewed from her broad wealth of experience, what piece of advice does she have for the youths who want to venture into the food business, as she has done? In her words: “My advice is this: don’t despise small beginnings. I started with cupcakes, just a survival hustle. When it wasn’t enough, I ventured into street food. From there, I kept learning, improving, and reinvesting until it grew into what is now NFC Global.
So, start with what you have, where you are. It could be a small stove, one recipe, or a little space. Be consistent, focus on value, and never stop improving. The food industry is rewarding, but it requires passion, resilience, and vision. If you’re faithful with the little, bigger opportunities will come.” That is exactly so!
Going forward, it is good to know about her plans for the future and, of course, how she relaxes. *My vision is to expand NFC Global into one of the most recognised food consults in Nigeria and Africa, not just as a place where people eat but as a platform for food education, nutrition awareness, and social impact.
“I also want to use my business to create employment opportunities for young Africans, contributing to reducing unemployment and addressing hunger in line with SDG 2 – Zero Hunger.
“For relaxation, I listen to gospel music, go through relevant journals and read. I also spend time with my family and loved ones, as they are my greatest source of encouragement and strength.”
Indeed, it has been one engaging, insightful, inspirational engagement with a food entrepreneur that both the government and the private sectors should involve through their Corporate Social Responsibility programs to make the much-needed impact on her immediate community and the larger Nigerian society.
Big kudos to the ever resourceful, resilient Ruth, who has become an inspiration to the younger generation of Nigerians.
