“After the merry-go-round, we decided to keep it simple and focus on everyday Naija staples with a twist” - Salt & Pepper CEO, Olivia Adegoke
Salt & Pepper’s head chef and co-founder, Olivia Adegoke, is taking no days off on her mission to build a successful catering company, despite the ever-increasing competition in Lagos. But behind all that drive, hard work and sacrifice, she really just cares about people — like the team who works tirelessly behind the scenes, and the customers who keep spreading the word — and delivering the highest quality products.
We chat with Olivia about her journey from home cook to entrepreneur, the food landscape in Lagos and how entrepreneurship has affected her on a personal level.
Did you always consider yourself business-minded?
The truth is I still don’t see myself as a business person. I’m on a quest to discover who I am in a country of many uncertainties, navigating life and learning business techniques and life lessons along the way. Although I’d established myself in the corporate world, in business, I still have a lot to learn.
Why did you choose food?
Cooking isn’t my only job; I’m also an International Education Consultant and Soft Skills Training facilitator. I'm good at those, but cooking sweeps me off my feet. There is this sense of peace and excitement when I am in the kitchen creating something beautiful. I’m also self-taught.
From University days in Canada, I soon realised my favourite TV shows were cooking shows. From the Martha Stewart Show to the Rachel Ray Show; then Come Dine with Me Canada and Australia, to the different Master Chef shows. I would literarily spend my free time watching, learning and recreating what I had learnt. My siblings were the biggest beneficiaries because they were always my food tasters. Sometimes, I would have friends over just so I could test new dishes on them. And when I moved back home, I would watch loads of Nigerian recipes on Youtube for inspiration. So I thought, why not just jump into it? Cooking is my happy place.
How did you determine what the menu would include at Salt & Pepper?
To digress a little, I didn’t start Salt & Pepper on my own; my friend was also involved until she relocated. I was always in the kitchen and she handled the back end of things. We wanted to create meals that every Nigerian would eat and enjoy. We didn’t want to cater to a specific class alone, but make meals that made sense to our Nigerian market. Trust me, we experimented with all sorts — from breakfast sandwiches, lasagne and pork recipes, to Asian delicacies, canapes and all sorts of grills.
After the merry-go-round, we sat and said, “let’s keep it simple. Let’s focus on our everyday Naija staples, but with a twist.” That’s why you hear about things like our ‘Red Jollof’; it’s not your typical Jollof rice. I enjoy simple food, nothing too complicated, simple ingredients with banging flavours.
Did you start out as a home cook or work with a team from the beginning?
Definitely kicked off the business as a home cook. From the Uni days when I would host loads of friends and family just so I could cook, I graduated to people asking me to help them make simple dishes for small gatherings for free, and now, here we are. It’s not been all roses, though, but we keep moving. I always say: We’re better today than we were yesterday.
When it comes to spreading the word about the brand and attracting customers, what’s been the most challenging part?
I wouldn’t call it a challenge per se, because I believe everything happens for a reason, but at the beginning of the journey
getting the marketing bit right was something we struggled with. Then COVID hit and we were back to square one. But as we’re gradually moving past that, Salt & Pepper is slowly gaining momentum and I am happy 😊
Social media is a huge market, as well as referrals and partnering with businesses in need of food vendors, e.g event planners. We also recently introduced our loyalty cards which customers are seriously tapping into.
How have you managed to keep the business successful with the continuously rising cost of food in Nigeria?
We are still managing lol! It’s not only the increase in price, but also competing in a saturated industry. There are so many food vendors and restaurants popping up every day, creating banging meals too. When we first started, we used a number of imported items in the production process, but with everything going up, we had to be more practical and started exploring locally-made produce, which, truthfully, has been fun. No matter what the economy is saying, one of our core values is to never compromise on the quality of food.
I’m also learning to open my mouth and ask for help when I need it. For one, I joined the Association of Professional Food Service Providers of Nigeria (APFSPN) — a platform created for food vendors to learn and share educative information, and assist with anything food-related. You get great deals on food items, promos, they give assistance when needed within their means, and during the peak COVID era, they were amazing.
What more would you like to introduce to the menu in the coming months?
We have actually introduced our ‘Under the Sea’ menu, comprising of a variety of seafood dishes and our signature bole and fried plantain, served with our house pepper sauce. Sounds simple, right? Trust me, it’s far from it!
In the near future, this year specifically, we will be exploring Jamaican dishes with a Naija twist.
As an entrepreneur, what would you say are the most important values every businessperson needs to have?
Never walk alone; I am who I am because of my team. And be kind to people (note that there’s a difference between being kind and nice). As an entrepreneur, I call my team my family; their concerns are my concerns, their worries are my worries, and their happiness is my happiness. This is the way I try to get the best out of everyone. Yes, you will definitely have the bad eggs, but hey, I’m not going to stop being me.
Someone once told me this years ago: In business, it’s always better to be cheated than be the cheat, and this has saved me a lot of problems. It’s not an easy pill to swallow but it works. Also remember: Customers are always KING, even when we don’t necessarily agree with them.
How has entrepreneurship impacted you on a personal level?
It really has its perks you know. I love the fact that I can create my own schedule and workspace. Family is everything to me, so being an entrepreneur has given me time to bond with my daughters and quality time with my husband. Impacting others is another sweet reward — I am able to teach and positively affect other lives, and that’s a blessing.
In regards to the business, which of its achievements are you most proud of?
There are a few achievements, but I think the one I’m most proud of is hearing people say my food is amazing. I know it sounds very simple, but it’s one thing for you to think you know how to cook, and another for others to actually affirm it. It’s a wonderful feeling and every time I hear it, I smile; sometimes, I even dance 😆
Learn more about Salt & Pepper here!
