From baking to building: Esther’s transformational seed-driven agri-food venture

When Esther Majija launched Fortlene Bakery Ltd in Babati township in 2022, her vision was simple but purposeful: to produce nutritious bread and cookies using locally available ingredients. She worked with wheat flour, orange-fleshed sweet potatoes (OFSP) and OFSP chips, roasted cashew nuts, roasted peanuts, and peanut butter. Her commitment to wholesome, locally sourced foods quickly caught the attention of customers across Babati. Yet from the beginning, Esther believed her idea could grow far beyond baking.