A Journey of Innovation in Food Delivery
Last week, Guy Futi, co-founder and CEO of Orda, shared his experiences on LinkedIn following his talk at the Moonshot by TechCabal event. Futi’s career, particularly his time as the Managing Director of on-demand services at Jumia Nigeria, reflects an inspiring arc of resilience and growth in Africa’s food delivery and tech industries. From pioneering food delivery with a small fleet of fewer than 100 riders in three cities, Futi highlighted the industry’s rapid evolution and his vision for an even more connected ecosystem.
Overcoming Early Challenges and Building Trust
In his post, Futi recalls the challenges of introducing food delivery and grocery services in Nigeria. In those early days, low demand posed significant obstacles, particularly for grocery delivery. In response, Futi and his team at Jumia experimented with various strategies, including cash-on-delivery, to help foster trust with consumers. These steps, though not always perfect, were crucial in establishing the early foundations for a delivery culture in Nigeria.
The experience emphasizes a powerful lesson for Black entrepreneurs and tech innovators: sometimes, resilience means laying the groundwork for trust within a community. Futi’s journey sheds light on how creating genuine connections can transform industries and build foundations for lasting change.
The Power of Timing in Innovation
Reflecting on the past, Futi noted that “timing plays such a key role.” Today, the consumer landscape is vastly different—demand for grocery delivery is high, and new platforms like GoLemon are flourishing. Futi’s reflections suggest that growth is not only about innovative ideas but also about recognizing the right time to bring those ideas to life. His work underscores the importance of patience, readiness, and community trust, especially when entering untapped markets.
Futi’s story holds essential lessons for aspiring Black entrepreneurs: succeeding in tech and innovation often means seizing the right moment and remaining attuned to the community’s readiness.
Orda’s Vision: Supporting a Thriving Ecosystem
Today, Orda—Futi’s latest venture—empowers restaurants across Nigeria to connect with major food delivery platforms like Chowdeck, Uber Eats, and Bolt Food through its advanced software. This ecosystem-building approach exemplifies Futi’s belief in empowering local businesses to thrive. By streamlining restaurant management and bridging connections with delivery platforms, Orda strengthens a collaborative food tech landscape that provides opportunities across the value chain.
The Future of African Food Tech
Futi’s reflections from the TechCabal event offer a window into his journey and his vision for the African food tech industry. By pioneering food delivery and investing in the growth of local restaurants, he is contributing to an ecosystem that empowers African businesses and communities. For Black entrepreneurs and leaders in tech, Futi’s story serves as a powerful reminder that innovation, resilience, and strategic timing can shape industries and inspire lasting change.
To explore the full conversation from TechCabal, visit Futi’s LinkedIn post, where he dives deeper into his journey and aspirations for the future of African food tech.