What does it really take to run an African grocery store in America?

For Episode 2 of The Diaspora Voice: The Costs We Don’t See, I sat down with Tobi Idowu, owner of Noble African Market, for an honest conversation about the realities of building and sustaining an African grocery business in the diaspora.

We talked about importing goods from Africa, shipping and customs, products that don’t sell, keeping prices affordable, and the unexpected losses customers may never see.

Tobi also shares the story of losing an entire shipping container after nearly five months in transit, and how she kept going after such a major loss.

There is so much that happens before an African product finally makes it onto the shelf, and this conversation gives us a look at that side of the business.

Watch till the end and tell me: what part of Tobi’s story surprised you the most?

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