Season 2 of Zikoko’s HER docu-series kicked off on Saturday, 7 March 2026 with the story of how the founder of ReelFruit, Affiong Williams, brought the brand to life and has since sustained her dream. Here’s how she made ReelFruit your go-to brand for healthy snacks.

1. Affi started building ReelFruit, because she wanted to do something different. An initiative that was unique and equally sustainable. Affi saw agriculture as her answer and built her ReelFruit on that. If you want to know exactly what about the industry led to her decision, watch her episode here to find out.  

2. Starting a business in Nigeria’s economy is not easy work. Especially because lending money (debt) is part of the process, and not many people are eager to give it up. How did Affi grow capital for her business? Scaling. In the documentary, she talks about raising small amounts from business grants and trusted sources and using that to garner assets and goodwill for ReelFruit.  Today, Affi has built an entire value chain that serves her brand and has raised millions of dollars.

3. Affi counts on the competence and capacity of people. The first being herself and the second being Nigerian youths. Everybody is looking for money, and everybody, especially youths, is looking for good work that brings money. Affi is determined to find youth and give them what they need to sustain her business.

“I think the thing that primarily sold my business was me. I am just a doer,” she said.

It’s not just the story of how she built her business that inspires us, but also the story of HER.

HERtitude 2026 is happening this April, and the theme is Main Character Energy. Get your tickets here: hertitude.zikoko.com.