AfroFood

What AfroFood does

AfroFood is a small, privately held gourmet African grocery retailer founded in 2006 and headquartered in Marietta, Georgia, USA. The company runs a direct-to-consumer model through two distribution channels: an e-commerce storefront at afrofood.com/shop and a physical walk-in retail location at 124 Powers Ferry Road, Suite I. Its catalog comprises approximately 20 SKUs organized into three categories — Flours (White Garri, Ijebu Garri, Yellow Garri, Tapioca, Yam Flour/Elubo, Plantain Flour, Wheat Flour, Abacha), Soups (Egusi, Ogbono, Achi seed thickeners plus African Hot Red Pepper, Cameroonian Black Pepper, and PepperSoup Spice), and Leaves (Bitter, Uziza, Oha, Utazi, Afang, Nchanwu). Unit prices range from roughly $12 to $22 per package and there is no subscription tier, membership, or recurring billing; every transaction is a one-time purchase.

The customer base is individual consumers seeking authentic African ingredients for home cooking, segmented horizontally rather than by industry or persona. Acquisition is driven almost entirely by a newsletter signup offering 10% off the first purchase; no other demand-gen channels, partnerships, paid media, or enterprise customers are documented. The technology stack is a standard GoDaddy e-commerce template with no proprietary platform, no APIs, no proprietary features, and no AI/ML capability, and the legal pages (Terms and Conditions, Privacy Policy) remain largely placeholder.

The operating perimeter is domestic US, with an explicitly served market of the Southeast USA region. Revenue, funding history, ownership, management, M&A activity, and headcount trends are not disclosed; contact information consists of a generic GoDaddy filler email and a single phone number (770-783-1655) for the storefront, plus a separate number (866-886-0304). There are no documented awards, certifications, patents, or strategic partnerships, leaving the company as a narrowly scoped, single-region specialty grocery operator with no observable offensive or defensive moves in the available data.

Name

AfroFood

Legal name

Afrofood

Website

https://afrofood.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

AfroFood is a Marietta, Georgia-based gourmet African grocery retailer operating an e-commerce storefront and a single physical shop, selling approximately 20 curated authentic SKUs — cassava flours, soup thickeners, spices, and dried leaves — to individual consumers seeking specialty African cooking ingredients.

Ownership category

akta.pro rank

Product category

Specialty Food Retail

NAICS

All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

African Grocery Stores (CRAHAFAH)

akta.pro secondary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• African food grocery
• Specialty ingredients
• Cassava flour products
• African soup bases
• Culinary herbs leaves

Headquarters

HQ city

Marietta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: AfroFood generates revenue through direct retail sales of gourmet African food products including flours, soups, spices, and leaves. Customers purchase products individually through the e-commerce platform or in-store. Revenue is transactional with one-time purchase model per product.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

AfroFood operates a gourmet African grocery business retailing authentic African ingredients through an e-commerce storefront (afrofood.com/shop) and a physical retail location in Marietta, GA. The product catalog is organized into Flours (cassava-based Garri, Tapioca, Yam, Plantain, Wheat flour, and Abacha), Soups (Egusi, Ogbono, Achi soup thickeners, plus African Hot Red Pepper, Cameroonian Black Pepper, and PepperSoup Spice), and Leaves (Bitter, Uziza, Oha, Utazi, Afang, and Nchanwu). All items are sold in retail-packaged sizes on a pay-as-you-go basis to individual consumers.

Product overview

AfroFood is an e-commerce gourmet grocery store specializing in authentic African ingredients. The company offers a curated selection of products organized into three main categories: Flours (including various cassava-based products like Garri and Tapioca, plus Yam Flour, Plantain Flour, Wheat Flour, and Abacha), Soups (including Egusi, Ogbono, and Achi soup thickeners plus spices like African Hot Red Pepper and PepperSoup Spice), and Leaves (including Bitter Leaves, Uziza Leaves, Oha Leaves, Utazi Leaves, Afang Leaves, and Nchanwu Leaves). All products are packaged in retail sizes and sold through the company's e-commerce platform at afrofood.com. The business operates from Marietta, Georgia, USA.

Differentiator

Problem solved

Functional benefit

Products and services

• White Garri 2 lbs (Cassava Granules)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights3 records

Emerging players

• Oja: Oja is an emerging online ethnic-grocery delivery startup focused on African and Caribbean diaspora shoppers in the U.S.; it overlaps directly with AfroFood's ICP and curated-pantry positioning, but is earlier-stage and more digitally native.
• Aduna World Foods: Aduna is a digitally native African-food brand that combines curated ingredient SKUs (superfoods, grains, spices) with strong content/storytelling; it overlaps with AfroFood's curated positioning and recipe-driven merchandising, though it is a CPG-style play rather than a single-store grocer.

Broad incumbents

• Patel Brothers: Patel Brothers is the largest U.S. South Asian ethnic grocery chain with 50+ physical stores and a national online shop; it is not directly African but is the archetypal diaspora-focused ethnic grocer whose omnichannel playbook (curated assortment, regional rollouts, online ordering) AfroFood could emulate.
• H Mart: H Mart is a broad-line Asian-American grocery chain with nationwide stores and a strong e-commerce channel; it is an incumbent benchmark for the curated international-grocery omnichannel model and increasingly competes for the same multicultural specialty-grocery spend AfroFood targets.
• Thrive Market: Thrive Market is a large online specialty/organic grocer with an expanding international and pantry category; while not Africa-focused, it competes for the same health- and specialty-conscious online grocery budget that AfroFood targets with its curated, hard-to-find ingredient thesis.
• Wegmans International Foods (Wegmans): Wegmans is a large mainstream U.S. supermarket chain with increasingly deep international/African aisles and strong digital ordering; it is a credible substitute for AfroFood when mainstream shoppers look for African staples, putting price and convenience pressure on AfroFood's niche positioning.

Direct peers

• Weee!: Weee! is an online ethnic and international grocery marketplace that, like AfroFood, ships specialty cultural ingredients (including African staples) direct to consumers; both compete for the same diaspora home-cook with curated, hard-to-find SKUs delivered through an e-commerce storefront.
• Afropolitan Foods: Afropolitan Foods is a U.S.-based African/Caribbean food retailer operating physical locations plus online ordering, targeting the same diaspora home-cook as AfroFood with a curated multi-category assortment of flours, spices, grains, and frozen items.
• African Food Mart: African Food Mart is an online retailer specializing in African groceries, spices, flours, and beauty products shipping across the U.S.; it competes head-to-head with AfroFood for the same diaspora customer on category and assortment.

Regional players

• Mitchell's International Foods: Mitchell's is a long-running specialty/African international grocer based in metro Detroit with both a physical store and an e-commerce shippers operation; it competes with AfroFood on assortment depth in African ingredients and diaspora-customer base, though its core geography is the Midwest.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/afrofoodtv
• Facebookfacebook.com/afrofood
• LinkedInlinkedin.com/company/afrofoods

Revenue estimate

Valuation estimate

Number of profiles

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 AfroFood