Creating change demands courage, foresight and perseverance
… even when faced with adversity.
(c) PULS 4/ Gerry Frank
Since 2018, I have been working as a Black African entrepreneur to make the full joy of cocoa accessible to all under the KOKOJOO brand. KOKOJOO is a pioneering brand and the world’s first to innovate in the field of healthy food and beverages made from cocoa bean shells and cocoa juice through upcycling the cocoa fruit.
In fact, my experience was anything but enjoyable.
In Germany, Austria and Switzerland, I encountered various forms of hostility, sabotage and racial discrimination.
As a result, I was devasted in recent years. Above all, I was paralysed with fear, experienced countless sleepless nights, and felt overwhelmed by the cruelty of many people. I stood by and allowed my basic rights to be trampled on. I allowed the loudest voices to win and even considered permanently closing down the KOKOJOO brand.
However, giving up is not an option. After taking some time out, I decided to open up about the development of KOKOJOO. After all, unless the lion tells its own story, the hunter will always be the hero.
Dayog, Founder of the brand KOKOJOO
The cocoa industry is one of those sectors dominated and carefully protected by European or white owners.
This is despite the fact that most cocoa is grown by us Africans and Black people in Africa. This dominance comes as no surprise, given the decade-long strategic importance of this industry to many European countries, particularly to Switzerland and Germany.
As a minority founder in the cocoa industry, innovating and breaking new ground is like being alone among wolves. Apart from the usual challenges faced by start-ups, the following section outlines some of the specific challenges I experience as a Black African start-up founder in the cocoa industry.
People believe what they want to believe. Most choose the path of least intellectual effort. That cannot be changed. But you have a choice: Do you want to be defined by this mindset? Do you want to lose determination because of it? I don’t.
Over the coming weeks, I will be sharing relevant facts and insights into my experience in the cocoa industry as a Black entrepreneur of African origin in Germany, Austria and Switzerland.
People believe what they want to believe. Most choose the path of least intellectual effort. That cannot be changed. But you have a choice: Do you want to be defined by this mindset? Do you want to lose determination because of it? I don’t.
Explore all 16 stations!
