"The secret of getting ahead is getting started."
– Mark Twain
Berlin in the ‘90s
A unique group of professionals from seventeen countries gathers every Saturday at La Provence, a charming French restaurant on Grolmanstrasse, Savignyplatz, Berlin. Over breakfast, they share stories and explore Berlin’s vibrant cultural scene. The group’s convener is a charismatic gentleman from West Africa.
Everything changes when a concert pianist from Denver, a Wall Street Journal reporter, and a CNN/CNBC professional from Phoenix ask the convener, “We come here every Saturday and eat French food. How do we taste African food?” This sparks an idea. They consult a chef specializing in West African cuisine and soon, the group meets at the convener’s house for a taste test. The West African dishes are a hit, leading them to wonder, “Where can we find this food in Berlin?”
At that time, African restaurants in Berlin were rare and mostly served regional dishes. Undeterred, the group decides to explore the full spectrum of African cuisine. Organized by a young woman, people from Cameroon, Zimbabwe, Kenya, and Ghana bring food baskets representing West, South, and East Africa. For the first time, African food from all its regions is assembled together at one table.
The group eventually disperses in the late ‘90s, and La Provence shuts down. But in 2018, some members reunite in Berlin coincidentally and ask the same question, “Where can we get African food?” They search for a restaurant that offers a comprehensive African menu in order to relive the experience of African foods they had in the ‘90s but find none.
The Birth of Jolloful
In the summer of 2019, the young woman who had organized the original West African feast creates a home-cooked product and invites the convener to try it. She aims to commercialize it, and the product impresses. However, Covid-19 strikes, putting plans on hold. The West African gentleman, now teamed up with a Cambridge-trained corporate lawyer, researches the potential of African cuisine. They identify two main barriers: accessibility and trust. African food hasn’t gone mainstream due to its scarcity and inconsistent quality control. They also note that existing African restaurants in Europe cater mostly to Africans and are prohibitively expensive. They conclude that standardizing African food is key to making it mainstream. By processing and scaling with consistency, African cuisine can attract global interest.
Three emerging trends set the stage for this culinary revolution - Gen Z and Millennials. With their independent and mobile lifestyles, they seek quick and convenient solutions, Second and third-generation Africans in the diaspora. They form a vast Afro-curious community eager to explore African culture and cuisine and Africa’s global appeal. African fashion, music, football and film have won global appeal and have set the stage for African foods too.
Introducing Jolloful
Jolloful is designed to solve the problems of accessibility and trust for African foods. We are committed to bringing the rich, diverse flavors of Africa to the global dinner table. We are making it accessible, consistent, and irresistible.