Joyof is a food brand developing authentic West African products that make traditional dishes accessible, convenient, and stress-free. We blend cultural authenticity with modern convenience to bring bold, heritage-rich flavours into homes.

Despite the rich and diverse culinary heritage of West Africa, authentic West African flavours remain underrepresented in mainstream supermarkets. This lack of representation means many consumers miss out on experiencing the depth, vibrancy, and warmth that define the cuisine. Joyof exists to change that.

Joyof was founded by Eniola Salami, inspired by her upbringing with West African food and her passion for food and cooking. She wanted to create products that honour the flavours she grew up with, while making them easier for more people to enjoy.

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 Why and when did you decide to become self-employed?

“I decided to become self-employed when I realised there was a clear gap in the market for authentic West African food products that fit into modern, busy lifestyles, and that I was uniquely placed to address it.”

“The idea for Joyof had been forming for some time through my experiences in food but the decision became concrete in 2024, when I recognised that existing retail offerings did not reflect the diversity of flavours I grew up with or the way people want to cook today.

Joyof launched in 2025, and choosing self-employment was a deliberate step to turn a deeply personal idea into a sustainable food business with long-term potential.”

Authenticity of Joyof

Cultural authenticity is key to Joyof. Developed from traditional West African dishes and techniques, it is adapted to fit modern lifestyle without compromising on flavour.  

 Challenges and Opportunities

For Eniola, one of the biggest challenges to date has been scaling production while maintaining product quality and authenticity. Navigating retail readiness, from food safety compliance to packaging and logistics, has also been a learning curve.

Another challenge is breaking into a market where West African flavours are still underrepresented. Educating consumers and buyers on the product, its usage, and its cultural relevance requires additional storytelling and sampling compared to more familiar categories.

However, these challenges have revealed significant opportunity.

“One of the biggest opportunities to date was being selected for the SuperValu Food Academy. This provided Joyof with the opportunity to have our products stocked by one of Ireland’s major retailers, giving West African flavours a platform in a mainstream retail environment.

The programme allowed us to bring Joyof to new customers, many of whom were experiencing West African food for the first time. It validated both the product and the brand, demonstrating strong consumer interest and proving that these flavours can resonate widely with Irish shoppers.

Being part of the SuperValu Food Academy has been instrumental in building credibility, gaining retail experience, and laying a strong foundation for future national expansion.”

Change in the business model 

 Joyof has evolved since its launch, though the core mission and target consumer have remained the same.

Initially, the business was focused primarily on serving customers already familiar with West African cuisine. However, through direct consumer engagement at markets, tastings, and large-scale events, it became clear that there was strong interest from a much broader audience seeking bold, globally inspired flavours that are easy to use at home.

 Stand Out Moment

“One standout moment that confirmed we were on the right path was participating in the National Ploughing Championships. It was the first time Joyof had the opportunity to present the brand and product to such a large and diverse audience in a mainstream setting.”

“The response was overwhelmingly positive”,

“LEO support played a crucial role in shaping Joyof from the very beginning. My journey with LEO started at the idea stage, where I received one-to-one mentoring that helped me turn an early concept into a viable business. Coming from a food and culinary background with no formal business training, this guidance was transformational. Having access to an experienced mentor at such an early stage allowed me to properly think through my idea, understand what lay ahead, and prepare for challenges I wouldn’t have otherwise anticipated.

As the business progressed, I received a Feasibility Grant after being accepted onto the SuperValu Food Academy. This support was instrumental in moving Joyof forward. It allowed me to invest in essential areas such as branding, packaging development, product testing, and the equipment needed to begin production. Without this funding, reaching market at that stage would have been extremely difficult.”

 LEO supports received

• Feasibility Grant
• TOV
• Mentoring
• Food Academy Programme
• Support with Microfinance funding
• Represented LEO Dublin City at Local Enterprise Village @ National Ploughing Championships 2025
• Featured client in National Launch of Local Enterprise Week 2026

Photo: Eniola and other featured Entrepreneurs at the National Photocall for Local Enterprise week 2026

“The combination of mentoring, grant support, and access to finance through LEO has been fundamental to Joyof’s development. It gave me the confidence, structure, and resources to take a business idea and turn it into a real, growing food brand. I genuinely believe that these supports make entrepreneurship more accessible and would strongly encourage others considering starting a business to engage with LEO early in their journey.”

 Future plans

• Expand distribution across Ireland.
• Develop an export strategy, particularly in key markets prioritising global flavours and convenience-led food products.
• Continue investing in scaling production, strengthen supply chain partnerships, and expand the Joyof product range.

Advice to new entrepreneurs

“Engage with your LEO from the very beginning and not wait until the business is already established. Starting your journey with LEO early opens doors to mentoring, guidance, funding supports, and resources that can shape your idea and help you avoid common pitfalls.”

“I also strongly encourage networking. Learning from others who have already taken the steps you are about to take can save time, reduce mistakes, and provide valuable perspective and support.”