Affiong Williams

Affiong Williams: Nigerian Entrepreneur and Agribusiness Founder Affiong Williams is a prominent Nigerian entrepreneur and agribusiness executive, recognized as the founder and CEO of Reel Fruit, a Nigerian company specializing in processing and distributing locally grown fruits. Her work in scaling a value-added agricultural business has positioned her as a notable figure in African entrepreneurship and development. Early Life and Education Affiong Williams was born in 1987. She pursued her tertiary education in South Africa, graduating from the University of Witwatersrand with a degree in Physiology and Psychology. She furthered her education at the same institution, obtaining a postgraduate diploma in Business Management. Williams also participated in the Stanford Graduate School of Business Seed Transformation Program in 2018. Career Progression and Notable Works Williams began her career in the corporate sector before returning to Nigeria in 2012 to pursue her entrepreneurial vision. She launched Reel Fruit, her agribusiness venture, starting the company from her apartment in Surulere with an initial savings of $8,000. Reel Fruit focuses on processing and retailing dried fruit and nut snacks, aimed at providing market-driven solutions to Nigeria's agricultural landscape by adding value to local produce. Since its founding, Reel Fruit has experienced significant growth, distributing its products through various channels, including over 450 supermarkets, airlines, schools, and hotels, and has also secured export sales. Williams has actively advised on agribusiness and investment, notably consulting the Lagos State Government on strategies for investing in SMEs to maximize job creation. Her entrepreneurial journey has involved numerous appearances at global forums focusing on agribusiness, investment, and trade. Major Achievements and Recognition Williams has received several significant awards and recognitions for her work. In 2015, she was listed by Forbes among "Africa's Most Promising Entrepreneurs." Reel Fruit also achieved international recognition by winning a Women In Business Competition in the Netherlands. More recently, in March 2023, Williams was named among the "15 African Female Founders You Should Know In 2023" by African Folder. Current Status Affiong Williams continues to serve as the CEO of Reel Fruit, driving the company's mission to harness the job and wealth creation potential of agribusiness and global trade. Beyond her professional endeavors, she is an avid runner and has completed over 15 marathons, using her races to raise funds for charitable causes. She is married to Tayo Oviosu, the founder and CEO of the finance company Paga.