When she started Bonita Foods, Winifred Isichei admits that her ‘WHY’ was not as clear then, as it is today.
Winifred says: “Looking back, it’s intriguing how I couldn’t quite articulate it when asked by mentors or senior colleagues. Initially, I was driven by the excitement of building a strong food brand in Nigeria with global potential, though my purpose beyond that was undefined”.
According to Isichei, her early goals were quite uncomplicated:
➡️ Achieve flexibility to care for her infant.
➡️ While financial gain wasn’t her primary driver, she naturally anticipated its rewards with the brand’s success.
➡️ Introduce healthier and more exciting options to Nigeria’s food landscape.
She adds: “As Bonita Foods grew, my perspective shifted. Now, my WHY has morphed into a deeper commitment:
➡️ To empower others through food. How? By offering accessible, nutritious, and affordable plant-based snacks while addressing food-related issues, creating employment, empowering communities, reducing waste, and nurturing skills.
While my initial simple WHY stands, what truly fulfills me at the end of each day is witnessing the scale of others’ growth through Bonita Foods. Being part of their journey is now the most rewarding aspect”.
Concluding, Isichei asks pointedly: “What’s your WHY? What drives you forward daily? If, like me, you aren’t quite clear about it, I hope your perspective sharpens soon”.
For further reading on the importance of ‘finding your why’: What Is Your Why? 5 Ways to Discover Your Purpose