Wumi Monehin: Stealing Qatar’s Heart With Agege Bread

“Well, I didn’t plan to start a bakery at all,” says Omowumi Monehin, the founder of Wumi's Bakery and Bistro, nestled in the heart of Doha, Qatar. Though baking wasn't a lifelong dream for her, fate, as it often does, had a different plan. It all started with the frequent job relocations for her husband,…

“It was a siege, just like the Bible,” Wumi recalled. “That was when I realised that almost everything sold in Qatar was imported, including bread! The shelves became empty owing to panic buying in two days and in less than a week, Qatar was importing bread and other grocery and dairy products from the UK – Tesco and Sainsburys. However, they are now self-sufficient since the blockade, upgrading many products, including Wumi’s bread as a National Product of Qatar.

She continued that this realisation was a turning point, especially with her frustration with the lack of good bread options in Qatar. “I believe there are more people like me out there—people who value quality and are interested in the ingredients of what they put into their stomachs,” she explains.

With a commitment to using the finest quality ingredients, it has garnered a reputation for excellence in catering services, delivering impeccable service, and ensuring unparalleled customer satisfaction. The bakery has also secured over $2 million in funding within the past two years and have ISO 22000 and HACCP certifications.

However, Wumi doesn’t stop at merely serving delicious food; instead, she uses her products as a conduit to connect with customers and showcase Nigeria’s richness. “I am unapologetic about the origin of my products,” she affirms. “I ‘sell’ Nigeria through my products.” The retail market presented its own set of challenges, with dominance by a particular group from Asia. “I had no female ally to lean on,” Wumi recalls. “Being dark-skinned … African… and Nigerian. While many of them are liberal, there is a lot more struggle as there is a culture challenge, interacting with a woman who would probably challenge them and push back when things don’t make sense.”

She proudly declares: “With over 400 locations across the country, I have well over 100 SKUs. Baked products should be about 60. Nigerian food is another 30 and Asian food another 20 and we keep adding as customers demand.”

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