Nigerian cuisine reflects the country’s rich cultural heritage through diverse regional flavours and ingredients. Dishes like spicy soups, fresh seafood, and savoury goat meat are not just meals but expressions of tradition, community, and culture. Food plays a significant role in Nigerian life, bringing people together and fostering a sense of belonging. Toyin Kolawole, founder and CEO of Iya Foods, embraces this heritage by creating innovative, nutrition-focused products that introduce West African flavours to American consumers.
Inspired by her upbringing in Lagos, Nigeria, where she helped her entrepreneurial mother run small businesses and cook for the family, Kolawole developed a passion for food and business early on. After moving to the U.S. in 2003, she earned her MBA and worked as a management consultant before founding her company.
The word “Iya,” meaning “mother” in Yoruba, reflects the company’s mission of nurturing people through food. As a mother, Kolawole wanted to share her Nigerian heritage with her children and others, believing that food is a powerful expression of love and connection. Her vision for Iya Foods is to introduce African-inspired products that feel familiar yet exciting, bridging cultural gaps through flavour.
Iya’s purpose is to love through food. When people think of Iya, I want them to picture an African mother spreading love through her meals, inspiring others to do the same.
Iya Foods reimagines American staples, such as pancakes and muffins, using West African ingredients. Cassava—a gluten-free, nutrient-rich root widely consumed in Nigeria—is central to the brand’s product line. Beyond its nutritional value, cassava is an eco-friendly crop, aligning with the company’s commitment to sustainability. The company partners with over 10,000 Nigerian farmers, promoting fair wages, sustainable agricultural practices, and environmentally friendly packaging.
Kolawole believes food serves as a bridge across cultures. Traditional dishes like jollof rice and suya evoke memories of family gatherings and shared experiences.
“Food reminds people of their shared humanity. Where you share food, you share love.”
With a robust online presence, particularly on Amazon, Iya Foods is poised for expansion into new markets and strategic partnerships. Kolawole leverages data insights to refine product offerings, ensuring they meet customer needs. The company also focuses on optimizing its product line to reduce Stock-Keeping Units (SKUs) and enhance efficiency.
The business remains committed to sustainability through soil stewardship programs with partner farmers and promoting cassava as a sustainable food solution. Kolawole advises other entrepreneurs to embrace data-driven strategies and customer feedback as key tools for business growth.
Kolawole’s journey from her entrepreneurial Nigerian roots to building her brand demonstrates how food can connect cultures and inspire positive change. The phrase “Have you eaten?”—a common expression of care in Nigerian households—captures the heart of Iya Foods’ mission.
Kolawole hopes that her business will be remembered as more than just a brand but as a legacy of love, community, and humanity.
