TEDCO caught up with Mayowa Peace Akande, founder of South Shields African Store, to find out more about how her business started and continues to grow, bringing African cuisine to the residents of South Shields and beyond.
Having taken part in Start Up South Tyneside delivered by TEDCO on behalf of South Tyneside Council – a programme which aims to support local residents with their aspirations to start up a business – we also asked Mayowa what drew her to the programme, and how it has helped her business expand its horizons.
Originally from Nigeria, Mayowa Akande has many strings to her bow. A care worker in South Shields, Mayowa has also recently completed a degree in IT from Teesside University. And, in 2023, she decided to open South Shields African Store, selling traditional African food items and wares to customers craving authentic African food in South Tyneside.
The idea for the store came when Mayowa identified a demand for traditional African food in her local community but no local store to shop in. She says,
“Most of us in South Tyneside struggle to get our African food. We either go to Newcastle or we go to Sunderland. It’s a big challenge for me. I’d take the bus down to Newcastle with some boxes with my husband and the kids, get some food in stock for a month or two months, and come back. It’s not easy because of work schedule and looking after my kids. Sometimes, we’d get more food than would fit in the freezer and it was tricky to manage.
“It’s much easier for us to have a source of food in South Shields, for those in South Tyneside to access. There is a strong African community in South Tyneside, and this is a way of giving back to them.”
Mayowa had previous experience of working in food retail, having worked in her mother’s shop from an early age back in Nigeria. She says,
“I’d spend my Saturdays baking sweet treats and on Sundays I’d bring them out to sell. It’s something I’ve grown up with. I learned a lot about businesses from my mom running a store. I would support her, and I learned a lot about making customers feel comfortable and supporting their needs.”
So it’s perhaps no surprise that Mayowa has taken the plunge and opened her own store, which now runs seven days a week.
However, the store doesn’t only cater to those of African descent. Mayowa adds,
“We’ve also had British people and individuals from all over the world shopping with us, who want to try different foods. It’s an opportunity to benefit everyone, both myself and everyone in South Tyneside.”
Since opening in November 2023, the store has gone from strength to strength. In fact, Mayowa says that “the number of customers coming in has risen around 30-40% in 2024. It’s going really well.”
Starting Up in South Tyneside
Starting a business can be a daunting and, often lonely task, so Mayowa was grateful to find support from South Tyneside Council and TEDCO.
“Whenever I visited the council’s website, I would go through the information available, and I realised they had TEDCO as a partner. So I rang them, sent an email, and from there I met Bill [Hartshorne, TEDCO Business Advisor]. He was extremely kind and helpful, supporting me on my journey.”
After attending a coffee morning to break the ice, Mayowa completed the business growth workshop of the Start Up South Tyneside programme.
“It was great. It was a chance to learn, as well as share my ideas. I had a lot to take away to help me grow my business, and it was a lot of fun. I wish I could go every day to keep learning! I was able to express my goals, my concerns, and my challenges, and receive help and guidance. It made me feel less alone, as people were very willing to help.
“It’s an opportunity for everyone. I’d advise as many people as possible not to miss out on it.”
TEDCO Business Advisor, Bills Hartshorne, adds,
“Our Start Up programmes are designed to help entrepreneurs like Mayowa get a good grounding in business practices and embrace the tools available to them. It’s great to see her benefiting from its services, as well as the added ability to network with other entrepreneurs.
“I’m delighted the courses have been useful for Mayowa and that she’ll be looking to utilise what she’s learned as her business continues to grow.”
Start Up South Tyneside is delivered by TEDCO Business Support on behalf of South Tyneside Council, designed to support local residents with their aspirations to start up a business. It is funded by the UK government through the UK Shared Prosperity Fund.
To find out more about Start Up South Tyneside, click here. To see more from South Shields African Store, check them out on Facebook here.