Flashback Feature: Amel’s Journey Since 2014
By Akan Peter Nsek
It’s hard to believe sometimes how far we’ve come.
When we started Amel International Services Limited back in 2014, things were... simpler. We didn’t have a wide product line. There were no awards, no export plans, no digital campaigns. Just a clear idea—to provide Nigerians with quality, trustworthy food products that could become staples in everyday homes.
Our first warehouse was modest. So was our team. But there was energy. The kind of quiet belief that if we stayed focused on consistency and care, we could build something meaningful. Something that didn’t need to shout to be heard.
Today, over a decade later, looking back feels surreal. Not because it’s perfect—but because it’s real. And I’d like to share a bit of that journey with you.
The Early Days
In 2014, we launched with just a few key products: baking soda, custard powder, and corn flour. Our target? Families. Not just city dwellers, but people in semi-urban areas who wanted reliable ingredients without premium pricing.
Distribution was a challenge. We packed cartons by hand. Sometimes delivered them ourselves. The early feedback was mixed—some loved it, others questioned whether we could sustain the quality. It taught us humility and discipline. Especially in the food industry, where trust is earned slowly and lost fast.
Growth Without Noise
Between 2016 and 2019, we started to expand. Not aggressively. Just enough.
We added cocoa powder, then honey. We began testing flavored custards—banana, milk, vanilla—which were surprisingly well received. Our packaging evolved. And so did our operations. We introduced small-scale automation, formalized safety protocols, and aligned with NAFDAC standards early on.
We didn’t make noise about it. That’s not our style. We just focused on the work.
The People Behind It
None of this could’ve happened without the team.
From our production supervisors to our frontline sales team, from warehouse staff to quality control—we built something together. There were missteps, sure. But there was also pride.
I still remember when one of our batch testers—just 22 years old—spotted a labelling error that saved us from a major distribution recall. Or when a distributor in Jos sent us a handwritten letter thanking us for “products that make his customers come back without complaints.” Those are moments I carry with me.
A Bigger Stage
Fast forward to today, Amel Susan is a name that carries weight in kitchens and markets across Nigeria. Our footprint is expanding beyond borders. And this year, we were honored to be nominated for the 2025 Go Global Awards, hosted by the International Trade Council in London.
It’s a powerful thing—to be recognized. But even more powerful to be included.
This isn’t just an award show. It’s a summit. A gathering of thinkers, makers, and industry leaders from all over the world. It’s where conversations spark new collaborations and where shared challenges find shared solutions.
To represent Nigeria at this level, to share our journey among the best, is something we don’t take lightly.
What We’ve Learned
If there’s one thing I’ve learned since 2014, it’s that progress rarely looks glamorous in real time. It looks like 5 a.m. production calls. Like rejected batches. Like revising labels for the seventh time. Like listening to feedback you don’t want to hear—but need to.
And somehow, all that messiness becomes something real. Something that lasts.
What’s Next?
We’re still growing. Still learning.
There are new product lines in development. Better packaging solutions on the table. We’re investing in more sustainable operations—reducing waste, improving efficiency, sourcing smarter.
But our heart hasn’t changed. We still believe in the basics. Quality. Integrity. Listening to our customers. Supporting our people. Being proud, quietly.
Final Thought
It’s been over 10 years, and we’re just getting started.
From our humble beginnings in Nigeria to a global stage in London, Amel International Services Limited has come a long way. And if you’ve ever bought, used, sold, or shared an Amel Susan product—then you’ve been part of that journey too.
Thank you.
Here’s to the next chapter.