Chioma Okitiakpe: From banking hall to a thriving product line

A key factor to healthy lifestyle is the food choices we make. Health fads are feeding on the lust for weight loss by introducing new health drinks into the market. This is done almost on a daily basis, and these drinks come with a plethora of things they can do for you.  What the health fads fail to tell you are the composite ingredients in most of these health drinks, especially energy drinks, which might be a future health risk to you. Chioma Okitiakpe, director, Hetrous Fruit Juice, made a startling discovery after leading her team on a research. The research result showed that even the health drinks with zero fat and no calories also contained a harmful amount of sugars.

 That discovery and the need to make a difference, informed the idea of offering a healthier alternative in the market, and fruit juice production. It rekindled the entrepreneurial hunger in Chioma that today witnessed the launch of Hetrous fruit drink. The drink is a product of diligent research for a suitable substitute for soft drinks.

Chioma, who became an entrepreneur out of necessity, was already running other thriving business ventures before veering into fruit juice production. She had a desire to do the type of business where each member of her team will take responsibility in production, marketing, and other operations of the business. Chioma, a graduate of Geography & Planning from the University of Jos, Plateau State, desired a business that has originality, and also that would offer her the platform to help people. That mindset is the driving force behind her company which specialises in production of fruit juice.

At the beginning of her venture into fresh fruit juice production, she had a partner, Gogo Ejiofor with whom she built the Hetrous Fresh juice brand. “My partner Gogo Ejiofor and I started the business in 2013. We took time to sample fresh juices served in eateries, restaurants and fruit bars before producing and offering our first bottle for sale on July 12, 2013. We commenced commercial sale first to family and friends, and later extended to supermarkets, homes and office deliveries”, she says.

In October 2013, her partner had to relocate to the United States of America with her family, and that left Chioma at the helms of affairs. And from every indication, she is doing a great job of it.

One of the greatest risks Chioma has taken as an entrepreneur was when the partnership business got its start-up funds, with which they purchased fruits in bulk, juiced them, bottled and started marketing without prior knowledge of fruit species or preservation methods.

The lack of initial expertise cost them huge loss as half of the fruits got spoilt. Of course, that was money wasted. Also some of the fruits were not sweet and that resulted in numerous complaints from their clients. Though it was a grave loss, it was also a learning process.

However, since stepping out to do something on her own, her observations and knowledge of the business clime in Nigeria have increased.

“For starters, the environment does not enable businesses to thrive as is prevalent in more developed countries. The erratic electricity supply is a major setback in this line of business. The cost of production and other recurrent costs are double of what is obtainable in developed and some African countries. Policies for small and medium scale business are also not favourable for the entrepreneur here; though the Federal Government has made a lot of effort to ensure ‘cheap’ funds are available. In most instances, the funds received at cheap rates end up in power generation and bureaucratic bottlenecks after which little or nothing is left for the actual production cycle”, she laments.

Setting up a business in Nigeria when compared to other African countries, according to her, is more profitable. But the cost and labour are more expensive here, as well.

‎Apart from the home and office deliveries, Hetrous has an on-going school campaign where they encourage parents to add fresh juice in their children’s lunch box instead of the sugary drinks. This, the Hetrous’ boss believes will help boost children’s immunity and improve their overall health.

Chioma is excited about the products her company offers to the consuming public.  As well, her clients are opportune to make special requests for their favourite fruits or vegetables that are often juiced in large quantity; spanning a week or month worth of supply.

Sometimes, the requests are based on health reasons such as illness, recuperation, a lack of certain vitamins or nutrients, immune boost and much more. Hetrous’ products are available in 35cl, 50cl and 1litre. However, the 15cl is specially packaged with the children in mind.

 The production process from start to finish, according to Chioma, is basically all about hygiene and attention to details. Dealing with fruit is a sensitive issue. Production of fruit juice is even more sensitive. That is one aspect of the production process Hetrous takes very seriously. “The fruits are freshly picked from the fruit market. Once we get them into our production facility, they are washed and peeled. The flesh is juiced by the use of machines to extract the liquid. After this, the juice is sieved to ensure a clear liquid and bottled without any addictives. To ensure it is airtight, the bottle must be filled to the brim. We use covers or sealers. Once you cork the bottle and turn it, the product is sealed. Throughout all these process, we ensure every staff involved is fully kitted in coveralls and gloves”, explains Chioma.  

Hetrous prides itself with its natural products, which are freshly squeezed fruit juices and vegetables. It has over 15 mixed flavours and exotic varieties.

Some of the mixed flavors include: pineapple, watermelon and orange, cucumber and watermelon; grape fruit and pineapple; orange and watermelon; celery, apple and orange; pineapple and cucumber, banana and pineapple, ginger/lemon flavoured juices among others often made to order.

With a workforce of five permanent staff and five temporal staff, Hetrous is confident of expanding its product line sometime this year to include fruit smoothies and fruit cocktails.

Hetrous is gradually penetrating the semi-formal and formal occasions, such as; weddings, burials, birthdays, conferences, company meetings among others. The feat is due to the products immense natural benefits and health advantage. At the NNPC National Health Awareness Day in Lagos, Hetrous was commissioned to supply over 1000 bottles of different variants of its fresh juice.

Before daring the entrepreneur world, Chioma previously worked with Guaranty Trust Bank, UK liaison office as assistant manager from where she resigned in 2009. Prior to that, she worked in Guaranty Trust Bank Nigeria. When she is not busy at her fresh fruit juice company, she is involved with other business ventures such as supply jobs, as well as, purchase and sales of foreign exchange.

Mabel Dimma