Yaza Labneh,

Background

Christian comes from a lineage of roots deeply embedded in business and entrepreneurship. His father founded a thriving consumer goods company in Nigeria before Christian began running the business, steering its growth trajectory towards success. The allure of creating, innovating, and delivering quality products to consumers has fueled his entrepreneurial spirit and inspired him to create a CPG business of his own. With a profound aspiration and invaluable experience, Christian delved into Consumer Packaged Goods by managing and optimizing their company in Nigeria. He believes this new venture marks the continuation of his family's legacy and the beginning of a new era of creating exceptional products that resonate with consumers who care about health and authenticity.

About Yaza Labneh

Yaza is a startup consumer goods food company, introducing Labneh to the mainstream market in 2023. By the beginning of 2024, Yaza's products were available in approximately 150 stores across the East Coast and Midwest.

In March 2024, Yaza successfully launched its products on the West Coast, adding over 50 stores to its distribution network. Additionally, Yaza has secured approval to launch in Whole Foods Market in June 2024, positioning the company well to achieve its ambitious growth target of expanding Yaza's presence to over 1,000 stores in major cities nationwide!

Entrepreneurship Advice

Christian highlights several critical elements for success in a startup business. He believes that key entrepreneurial traits include diligence and perseverance, recognizing that entrepreneurship requires continuous, 24/7 dedication. He emphasizes that a successful business owner must also embrace risk-taking and navigate the inherent challenges of launching and running a business.

He explains that strategic team building and effective listening are essential to collaborating. Valuing the wisdom of each member and attentively considering the insights of a skilled team is indispensable, as no one possesses all-encompassing knowledge.

Another important factor is product differentiation, and maintaining high-quality standards is crucial for standing out in the market. Establishing trust within the marketplace is equally vital, as a trustworthy reputation enhances customer and stakeholder confidence.

Navigating Challenges

There are a few challenges Christian faces as a business owner of Yaza. First, introducing a novel product demands extensive education and time investment. To address this, the company implements vigorous marketing efforts, mainly leveraging social media and in-store demonstrations to enhance awareness and understanding. Second, the distribution of their refrigerated product, coupled with its short shelf life, involves navigating a complex channel. The strategic response to this challenge involves overcoming distribution hurdles, advancing warehouse by warehouse, and focusing on meticulous planning. Lastly, managing rapid growth poses significant challenges like coping with the demands of swift business expansion. But, he has assembled an experienced and capable team to ensure operational efficiency and strategic adaptability.