Just Food

What Just Food does

Just Food Limited is a Lagos-headquartered distributor and manufacturer serving the food service industry across West and Central Africa. Founded in 1989 by Peter Mason, the company began operations representing Taylor (ice cream machines) and Lakeland Dairies (ice cream products) and has progressively built an exclusive distribution portfolio spanning more than ten global original equipment manufacturer (OEM) brands — including Taylor, Spaceman, Mehen, Vitamix, ISA/Fiji, Scotsman, RATIONAL, Henny Penny, Cambro, Vulcan and Fabbri. Beyond equipment distribution, Just Food manufactures its own consumables line (Comelle Ice Cream Powder, JustFood Ice Cream Powder, Just Delight Non-Dairy Ice Cream, Comelle Premium Ice Cream) at a Nigerian production facility and markets them alongside resell consumables such as Fabbri Delipaste flavours, Mixybar syrups, cones, toppings, and edible ice.

Revenue is generated through four streams: (1) one-time hardware sales of OEM equipment to QSRs, HORECA operators, ice cream parlours and bars, (2) consumables sales (own-brand and resell) to the same installed base, (3) contract production services producing ice cream branded under the customer's name, and (4) recurring technical services via the Star Service division, which provides call-centre support, factory-trained repairs/installation, and Preventive Maintenance Programme (PMP) contracts reportedly resolving 95% of service issues on first visit. Distribution combines direct B2B sales from a Lagos headquarters with an e-commerce storefront (justfood.ng), retail/supermarket placement for consumer products, and registered subsidiary offices in Ghana, Cote D'Ivoire, Senegal, Cameroon, Guinea and Sierra Leone. Pricing is quote-based and not publicly disclosed.

The company targets a vertically segmented customer base spanning ice cream entrepreneurs, quick service restaurants, bars and cocktail lounges, and the broader HORECA channel. Marketing relies on a bilingual English/French website, trade show presence (Food and Beverage West Africa), Lady Amarena bartending competitions, multi-platform social media, and hands-on technical training. The Terms and Conditions designate prevailing law as Netherlands, indicating the legal entity is domiciled in the Netherlands while physical operations remain anchored in Nigeria. No institutional funding, M&A activity, or public listings are disclosed.

Name

Just Food

Legal name

Just Food Limited

Website

https://justfoodwestafrica.com

Company type

Private

Founded year

1989

Operating status

Operating

Short description

Just Food Limited is a Lagos-headquartered distributor and consumables manufacturer serving the food service industry across seven West and Central African countries. It exclusively distributes more than ten global OEM equipment brands — including Taylor, Vitamix, RATIONAL and Fabbri — alongside its own Comelle and Just Delight ice cream brands, supported by a technical service division and e-commerce channel.

Ownership category

akta.pro rank

Product category

Commercial Food Equipment & Consumables Distribution

NAICS

Ice Cream and Frozen Dessert Manufacturing (31152), Frozen Food Manufacturing (31141)

SIC

Ice Cream & Frozen Desserts (2024), Dairy Products (2020), Food And Kindred Products (2000)

akta.pro primary industry

Ice Cream, Frozen Desserts & Novelties Manufacturing (AFAKAKAE)

akta.pro secondary industries

Ice Cream & Frozen Dairy Wholesale (AFAIAEAF), Ice Cream & Frozen Desserts Wholesale (AFAIAHAC), Ice Cream & Refrigerated Desserts (CRADACAE)

Keywords

• Commercial food equipment
• Ice cream consumables
• Food service distribution
• HORECA equipment supply
• Commercial kitchen supplies

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Equipment Sales: Distribution and sale of premium food equipment brands including ice cream machines, commercial blenders, ovens, and other kitchen equipment to food service businesses across West Africa
2. Consumables Sales: Sale of ice cream powder, flavours, syrups, toppings, cones, and ice to ice cream businesses, restaurants, and bars
3. Contract Production: Production, packing, and delivery of premium ice cream flavours branded under the customer's business name
4. Technical Services and Maintenance: Preventive Maintenance Program (PMP) service contracts, repairs, installations, and spare parts supply for OEM equipment

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Just Food distributes premium commercial food equipment from global OEM brands (Taylor, Fabbri, Rational, Vitamix, Scotsman, ISA, Cambro, Henny Penny, Vulcan, Spaceman, Mehen) across West Africa and manufactures own-brand ice cream consumables including Comelle ice cream powder and Just Delight non-dairy ice cream. The company also provides Star Service technical support (installations, repairs, preventive maintenance) and contract ice cream production for private-label customers.

Product overview

Just Food operates as West Africa's leading distributor and service provider of quality consumables and global food equipment brands, headquartered in Lagos, Nigeria. Its product portfolio consists of two main pillars: (1) own-brand consumables including Comelle Ice Cream Powder, JustFood Ice Cream Powder, Just Delight Non-Dairy Ice Cream, Comelle Premium Ice Cream, ice cream flavours (Fabbri Delipaste), ice cream cones, syrups (Fabbri Mixybar), toppings, and edible ice; and (2) world-class food equipment from internationally recognised OEM brands including Taylor, Spaceman, and Mehen (ice cream machines), Vitamix (commercial blenders), ISA Fiji (gelato display cabinets), Scotsman (ice machines), Rational iCombi Pro (intelligent ovens), Henny Penny (breaders), Cambro (insulated food transport), and Vulcan (meat/bone saws). The company also offers contract ice cream production services and a comprehensive Star Service technical support programme covering West Africa.

Differentiator

Problem solved

Functional benefit

Brands

• Comelle: Premium ice cream powder brand manufactured locally in Nigeria. Available in 25kg, 9kg and 2.25kg packs.
• Just Delight

Products and services

• Comelle Ice Cream Powder A complete ice cream mix powder that requires no additional ingredients to produce a creamy taste. Available in 25kg, 9kg, and 2.25kg pack sizes, manufactured in Nigeria for ice cream businesses and parlours.
• JustFood Ice Cream Powder Own-brand ice cream powder launched as a more affordable alternative to Comelle, designed for entrepreneurial Nigerians entering the ice cream business.
• Just Delight Non-Dairy Ice Cream Nigeria's first non-dairy ice cream, available as a 3-in-1 combo pack, marketed as a premium ready-to-eat ice cream for retail consumers and businesses.
• Comelle Premium Ice Cream Own-branded premium ice cream product positioned alongside the Comelle powder mix line for ready-to-consume purchase via e-commerce and retail channels.
• Fabbri Delipaste Ice Cream Flavours Intense ice cream flavour pastes sourced from Italian brand Fabbri, used in ice creams, cakes, and desserts, available in multiple flavours for ice cream businesses and bakeries.
• Ice Cream Cones Pastry-based cone alternatives to cups and bowls for serving ice cream, available in different shapes and sizes for retailers and ice cream parlours.
• Fabbri Mixybar Syrups Highly concentrated viscous fruit syrups from Fabbri used by mixologists to make cocktails, mocktails, parfaits, aperitifs, smoothies, and other beverages in bars and restaurants.
• Ice Edible ice available in 3kg packs, designed for bartending with fast-cooling action and slow dilution to keep drinks chilled for extended periods.
• Taylor Ice Cream Machines Ice cream machines from Taylor suitable for both Quick Service Restaurants and individuals, capable of producing ice cream, frozen yogurt, gelato, or sorbet.
• Spaceman Ice Cream Machines Ice cream and frozen dessert machines from Spaceman, one of the global equipment brands represented by Just Food in West Africa.
• Mehen Ice Cream Machines Gelato ice cream machines from Mehen, a Chinese manufacturer, including Mehen M5 (4.8L capacity) and Mehen M10 (10+7L capacity, 20–40L/hr output) for ice cream shops and gelato parlours.
• Vitamix Commercial Blenders Commercial blenders built for demanding commercial kitchen use, including Vita Prep 3, Two Speed, Barboss Advance, Touch & Go Advance, The Quiet One, and Vitamix XL models with 2.3–4.2 peak horsepower motors and 93 variable speeds.
• ISA Fiji Gelato Display Cabinet Ventilated refrigeration display cabinet designed for ice cream and gelato, featuring double-level container accommodation, tempered curved glass, LED lighting, and hermetic condensing unit, available in 82, 121, 135, and 166 cm widths.
• Scotsman Ice Machines Ice machines from Scotsman offering complete ice-making solutions, with models ranging from 24.5 kg/day (AC 46) to 1,000 kg/day (MAR series), producing Gourmet crystal ice cubes for cocktails and beverage service.
• Rational iCombi Pro Oven Intelligent combi oven from German manufacturer RATIONAL featuring WiFi connectivity, iCookingSuite (cooking intelligence), iDensityControl (climate management), iProductionManager (production planning), and iCareSystem (automatic cleaning), operating up to 300°C with convection heat and fresh steam generation.
• Henny Penny Breading Machine (BM110) Breading machine capable of coating up to 400 lbs of product per hour, featuring compact countertop design, chain-driven motor reducing slippage and wear, and up to 25% savings on breading usage for QSRs and commercial kitchens.
• Cambro Insulated Food Transport (Ultra Camcart) Hot food holding cabinets extending food-safe holding time, including non-electric models (UPC1600, UPC800) that maintain food temperature over 4 hours with CFC-free foam insulation, and heated models (UPCH800, UPCH1600) with one-hour preheat and three-minute heat recovery.

Quantifiable outcome

• 95% of service problems resolved on first visit
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

14 partnerships are on record, tiered core, minor and historical.

• TaylorcoreChannel Partner/ Reseller/ DistributorTaylor is a leading manufacturer of ice cream machines. Just Food represents Taylor in West Africa, providing ice cream machines ideal for both QSRs and individuals to serve ice cream, frozen yogurt, gelato or sorbet. Just Food started by representing Taylor 32 years ago.
• FabbricoreChannel Partner/ Reseller/ DistributorFabbri provides intense ice cream flavours and cocktail syrups (Mixybar) which have become increasingly popular worldwide. Just Food distributes Fabbri Delipaste and Fabbri syrups across West Africa.
• RationalcoreChannel Partner/ Reseller/ DistributorRational is a German company producing intelligent ovens (iCombi Pro). RATIONAL units are produced in Germany (Landsberg am Lech) and France (Wittenheim). Just Food represents Rational across West Africa.
• VitamixcoreChannel Partner/ Reseller/ DistributorVitamix is an American family-owned company (since 1921) producing commercial blenders. Just Food distributes Vitamix commercial blenders equipped with 2.3+ horsepower motors across West Africa.
• ScotsmancoreChannel Partner/ Reseller/ DistributorScotsman offers complete ice machine solutions and the largest selection of ice shapes available. They are one of the largest ice manufacturers in the world, distributing products in over 100 countries.
• Isa (Fiji)coreChannel Partner/ Reseller/ DistributorISA produces quality ventilated ice cream display cabinets. Since 1963, ISA has been supplying refrigerated displays worldwide, working with brands like Haagen Dazs, Nestle, and Starbucks.
• CambrocoreChannel Partner/ Reseller/ DistributorCambro Manufacturing (founded 1951) produces hot food holding cabinets and food transport equipment. The company is US-based with over 14,000 products and 600+ employees.
• Henny PennycoreChannel Partner/ Reseller/ DistributorHenny Penny designs, develops and manufactures premium food service equipment known for reliability, ease of use, and low operating costs. Supporting 800 families worldwide for over 60 years.
• VulcancoreChannel Partner/ Reseller/ DistributorVulcan produces meat cutters, bone saws, and band saws. Just Food distributes Vulcan equipment including the OKTO band saw with robust construction for heavy use.
• SpacemanminorChannel Partner/ Reseller/ DistributorSpaceman manufactures ice cream and frozen dessert equipment. Just Food represents Spaceman products alongside Taylor and Mehen in the ice cream machine category.
• MehenminorChannel Partner/ Reseller/ DistributorMehen (meaning 'beautiful forever') is a Chinese company founded in 1999 that produces gelato machines. Grew from 5 employees to nearly 100, manufacturing natural and fresh gelato machines.
• PritchittsminorChannel Partner/ Reseller/ DistributorPritchitts is a dairy product brand represented by Just Food for ice cream and dairy-related consumables in West Africa.
• Lakeland DairieshistoricalChannel Partner/ Reseller/ DistributorJust Food started operations 32 years ago representing Lakeland Dairies for ice cream products, along with Taylor for ice cream machines. This was the foundation of their business.
• QSR CONSULTminorStrategic or Co-development PartnerJust Food collaborates with QSR CONSULT to identify business objectives and conceptualize, design, and test new products or product lines for HORECA industry clients.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Others

• Henny Penny: Henny Penny is a US-based premium food service equipment OEM whose products Just Food distributes in West Africa. Listed as an ecosystem partner whose strategic priorities and OEM decisions directly shape Just Food's equipment distribution offering.
• Taylor Company: Taylor is a leading global manufacturer of ice cream and frozen dessert equipment, and Just Food's longest-standing exclusive distribution partner (32 years). Taylor's channel decisions and direct-market entry choices are pivotal to Just Food's competitive position.
• Rational AG: Rational is a German premium combi-oven OEM exclusively distributed by Just Food in West Africa. As a principal OEM partner, Rational's channel strategy and direct-market decisions materially influence Just Food's equipment franchise.

Direct peers

• Kovoor Foodservice Equipment: Kovoor is a food service equipment distributor serving the Middle East and Africa with brands in cooking, refrigeration, and food preparation. Comparable to Just Food as a regional foodservice equipment distributor aggregating global OEM brands for HORECA customers.
• FanMilk PLC (Danone): FanMilk (acquired by Danone) is a long-established ice cream and dairy products manufacturer and distributor operating across West Africa, including Nigeria, Ghana, and several Francophone countries. It is the most direct comparable for Just Food's ice cream manufacturing and distribution business in the same geographies.

Broad incumbents

• PZ Cussons Nigeria: PZ Cussons Nigeria is a listed consumer goods company manufacturing and distributing personal care and food products across Nigeria and West Africa. Comparable to Just Food as a multi-decade Nigerian operator with branded consumer products and B2B distribution.
• Promasidor: Promasidor is a pan-African food and beverage company (Onga, Cowbell, Top Tea) that distributes and manufactures branded consumer food products across West and Central Africa. Comparable to Just Food in serving HORECA and retail channels with both branded and distributed products in the region.
• Olam Agri: Olam Agri is a major food and agri-products manufacturer and distributor operating across Africa, including Nigeria. It represents the broader incumbent category of large-scale African food distribution and supply, comparable in regional reach and B2B food service exposure.

Regional players

• Dangote Sugar Refinery: Dangote Sugar is a large Nigerian food manufacturer in the broader Nigerian CPG landscape. While not a direct ice cream peer, it represents the scale of domestic Nigerian food manufacturing that Just Food's own-brand ambitions may eventually be benchmarked against.
• Bidco Africa: Bidco Africa is an East African manufacturer and distributor of edible oils, fats, soaps, and food products. Comparable as an African branded-food manufacturer with regional distribution and HORECA exposure, although its primary geography (East Africa) differs from Just Food's West African focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/jfwestafrica
• LinkedInlinkedin.com/company/justfood-west-africa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Food