Women aren’t waiting for change; they are driving it. International Women’s Day 2025, Accelerate Action isn’t just a theme; it’s a call to move beyond conversations and implement real strategies that close the gender gap. It’s about taking small but intentional steps—reinvesting in your craft, building the right partnerships, and seeking financial education to transform ambition into tangible success.
Powered by SME.NG in collaboration with InvestNaija, this initiative is about more than inspiration, it’s about equipping female entrepreneurs with the tools to turn ambition into economic power. That’s why we’re spotlighting three trailblazing women who are redefining business and finance. Their stories are a masterclass in resilience, strategy, and financial empowerment. As we continue to celebrate International Women’s Day 2025, we are sharing their unique journeys, showcasing exactly what’s possible when women are empowered to take control of their financial futures.
Toyin Onigbanjo didn’t set out to build a food empire, she simply wanted to feed her son. But when her homemade recipes sparked a movement among mothers desperate for healthy, locally made baby food, August Secrets was born. In just a few years, she has transformed frustration into innovation, launching a brand that redefines children’s nutrition in Nigeria. From battling industry bias to scaling a business rooted in quality and trust, Onigbanjo has navigated it all with unrelenting grit. In this interview, she speaks on breaking barriers in the food industry, the financial strategies that fueled her growth, and why, for women in business, financial power is non-negotiable. As we celebrate her for Accelerate Action, she’s peeling back the curtain on what it really takes to turn passion into profit.
What inspired you to start August Secrets, and how did you turn your passion for child nutrition into a thriving business?
When I returned to Nigeria with my first baby, Jaden, I brought along all sorts of imported cereals and purees. But when he turned six months old, he rejected them all. Frustrated, I started making homemade alternatives with local ingredients, and he loved them.
As I shared my recipes, more mothers and caregivers reached out, highlighting a gap in the market for natural, locally made baby food. That demand inspired me to launch August Secrets in 2017. Today, we provide healthier cereal options for children of health-conscious parents and families. Our flagship brand, Jaden’s, is named after my son his struggle was the reason I started this journey in the first place. Our mission is to empower young children and families to live healthier, happier lives through wholesome nutrition. We are passionate about laying the foundation for a lifetime of wellness not just for young children, but for teenagers and even adults.
What were some of the challenges you faced introducing a new children's food brand to the Nigerian market, and how did you overcome them?
Our foremost challenge was convincing retailers to stock a Nigerian-made children’s food brand. The general perception was that local products lacked quality, but we refused to take no for an answer and were persistent about our value proposition—quality assurance. A turning point came when a mother, a loyal customer, saw me at a major store and personally urged the procurement team to stock our products—that sealed the deal.
Over time, we built trust by prioritising quality at every stage, from ingredients to packaging. Scaling production was another hurdle—going from 500 tubs to thousands required innovation and resilience. While we’re still growing, our commitment to excellence has helped us expand to over 400 retailers across Nigeria and African stores abroad.
Can you share strategies or lessons learned from scaling August Secrets, particularly in terms of manufacturing, distribution, and quality control? What partnerships have been key to August Secrets success?
Partnerships have been essential to scaling August Secrets, especially in manufacturing, quality control, and distribution. We partner with food safety and technology experts to refine our processes, identify risks, and meet regulatory standards critical in an industry that caters to young children and adults alike. For distribution, we’ve built strong partnerships, mainly with women-led businesses, including customers who are now business partners. These collaborations have helped us expand efficiently while maintaining the highest quality standards. Scaling is an ongoing journey, but the right partnerships have made all the difference.
Innovation is key in the food industry, especially when catering to children’s nutrition parents are very intentional about what they feed their children. How have you built customer trust and ensured August Secrets continues to evolve while staying true to its mission?
Building trust with parents starts with a commitment to quality, innovation, and customer focus. Innovation is at the heart of August Secrets. We prioritise collaboration, continuous learning, and capacity building for the industry and our customers. Jaden's Cereals is the only natural brand fortified with essential vitamins and minerals—an achievement driven by our long-term vision and commitment to children’s health in Nigeria and Sub-Saharan Africa.
Beyond making profits, we are a community-driven brand. Through our e-commerce platform, we provide not just food but guidance and support for parents navigating nutrition, breastfeeding, and overall wellness. Our goal is to be more than a brand we strive to be every mom’s trusted partner or as I fondly say, “mom’s best friend”.
Building a sustainable business requires smart financial decisions. What investment and financial strategies have been most crucial in scaling August Secrets?
From the start, we focused on testing our concept before scaling. Initially, I relied on personal savings, support from family and friends, and bootstrapped for a long time before gradually opening up to external investments.
Financial discipline has been key. Even when I was the only staff, I made proper bookkeeping and accountability priorities, knowing how crucial records are for business growth. Today, we’ve taken this further by leveraging technology to streamline our manufacturing processes, ensure financial transparency, and make data-driven decisions.
Bonus Question: Many women aspire to start their own food businesses but hesitate due to fear of financial risk. What are the most important steps they should take to accelerate action?
For women looking to start a food business (or any business at all), it’s crucial to assess costs carefully and focus on three key areas—customers, finances, and people. Founders don’t need to be experts in everything but should strengthen their knowledge in the fundamental areas, while outsourcing where necessary. Most importantly, resilience and continuous learning are essential for long-term success.
