We live in a tech-driven world today. Everywhere you turn, apps are vying for our attention, promising to make life easier, faster, or smarter. Have you noticed that the buzz these days is all about the next big thing in artificial intelligence, fintech, or renewable energy?

But what if the next game-changing opportunity isn’t in a shiny app or gadget? What if it’s something much more rooted in the earth — something that has sustained generations and holds the key to unlocking Africa’s vast potential?

That something is cassava.

Growing up, cassava was a part of everyday life. Whether it was a steaming plate of garri or pounded fufu at a family gathering, this humble root crop seemed to be everywhere. But it wasn’t until I began exploring the world of agribusiness that I realized cassava was more than just a food staple - it was a goldmine of untapped opportunities. From supporting millions of smallholder farmers across Africa to powering industrial innovations like starch production and biodegradable packaging, cassava holds incredible potential.

Today, African entrepreneurs are rewriting the story of this crop, transforming it into a thriving industry. Yet, many still overlook the immense wealth hidden within the cassava value chain. In this post, I’ll take you on a journey to uncover how this everyday root is driving business success and creating opportunities for those ready to tap into its potential.

The Size of the Cassava Market

Cassava is no small player in the global food system. With over 300 million tons produced annually, it ranks as one of the top root crops in the world. Africa accounts for over 60% of this production, making it a cornerstone of the continent’s agricultural economy.

Globally, cassava is valued for its versatility - it’s used in food, animal feed, and industrial applications like starch, ethanol, and even biodegradable plastics. In Africa alone, the cassava market is worth an estimated $130 billion, according to the International Institute of Tropical Agriculture (IITA), encompassing the entire value chain from production to the sale of various cassava-based products.

And the market is only expected to grow. Data Bridge Market Research estimates the global cassava market to be worth $175.9 billion in 2022 and projects it to reach $254 billion by 2031, with a compound annual growth rate (CAGR) of 5.40%. This highlights the massive potential of this crop and the opportunities it presents for entrepreneurs across the continent. Urbanization, population growth, and rising demand for cassava-based products are fueling this expansion, presenting a wealth of opportunities for innovative entrepreneurs.

African Entrepreneurs Who Have Built Businesses Around Cassava

Across Africa, entrepreneurs are seizing the moment, turning this humble root into a source of innovation and wealth.  Let's meet a few of them:

1. Yemisi Iranloye

Yemisi Iranloye is a force to be reckoned with in Nigeria's cassava processing sector.  As the founder of Psaltry International, she's not just producing any cassava starch; she's producing high-quality, food-grade starch that's become a sought-after ingredient for major players like Unilever and Nestlé.  But her vision doesn't stop there. Iranloye also spearheaded the creation of Nigeria's first cassava-based sorbitol factory, proving that this humble crop can be used to create valuable products beyond traditional food staples.  Her journey began in 2005 when she recognized the commercial potential of cassava while working extensively with the crop.  She started by purchasing land in installments, eventually building her own farm and factory.  Today, Psaltry International stands as a testament to her entrepreneurial spirit and innovative approach to cassava processing.    

2. Bertin Tchoffo

This Cameroonian entrepreneur started with a small cassava mill and built Pafic Sarl, a company that now cultivates cassava on a massive 1300 hectares and produces a diverse range of cassava-based products, including flour and starch.

Tchoffo's vision extends beyond just processing; his company also runs a bakery that uses the cassava flour to create bread and croissants. With five distribution points already established in Yaoundé, Pafic Sarl has ambitious plans to open 100 more in the coming years. The company, which started from humble beginnings, now employs over 1,000 people and advocates for strengthening local production, particularly in the cassava value chain.

3. Kola Adeniji

Kola Adeniji, a mechanical engineer by training, saw a unique opportunity to merge his engineering expertise with the agricultural sector in Nigeria. He is the founder and managing director of Niji Group, a company that goes beyond simply manufacturing agricultural processing equipment. Niji Group is actively involved in food processing, farming, tractor assembly, and even agricultural training. 

Through Niji Foods, its agri-processing subsidiary, the group operates an integrated cassava processing plant near its expansive 4,000-acre farm in Ilero, Oyo State. This facility has the capacity to process an impressive 100 tonnes of cassava daily. Niji Foods produces a diverse range of cassava-based products, including fine gari, odourless fufu, yam flour, and high-quality industrial cassava flour used in manufacturing ceramics and tiles. Interestingly, their cassava flour also finds its way into the production of Maggi products, showcasing the versatility of this staple crop.

But perhaps the most innovative aspect of Niji Group's approach is its use of mobile factories. These factories are designed to be transported directly to cassava farms, significantly reducing post-harvest losses by processing the cassava immediately at the source. This not only improves efficiency but also empowers farmers by providing them with access to processing facilities and reducing transportation costs.

4. Janet Gyimah-Kessie: 

Janet Gyimah-Kessie, the founder of Josma Agro Industries, is a testament to the power of perseverance and value addition in the cassava industry.  Starting with just eight ovens in a local kitchen, Gyimah-Kessie began processing her cassava into garri after facing challenges selling the fresh produce.  Her determination and entrepreneurial spirit led her to register the business in 2004 and secure funding for better equipment.  Today, Josma Agro Industries supplies its products to bulk buyers and is poised to enter the direct export market.  Recognizing the growing demand for cassava flour in various industrial applications, Gyimah-Kessie is also increasing her company's production of high-quality cassava flour.    

5. Dr. Tony Bello

Dr. Tony Bello, a Nigerian native based in the US, is on a mission to introduce the versatility of cassava to the American palate.  Through his company, Shine Bridge Global, Bello is transforming high-quality cassava flour into instant tapioca flakes, a product with similar applications to potato flakes in commercial food production.  But he's not stopping there. Bello is also developing a range of cassava-derived products, including crackers, pizza crusts, ready-mix fufu, fried snacks, and flatbreads, all using these tapioca flakes.  With plans to launch in the US and UK markets soon, Bello envisions expanding production and supplying his innovative cassava products to consumer goods companies and marketers worldwide.    

Why I Think Cassava Is the Next Big Thing

1. Cassava's role in feeding millions: Cassava has always been a staple in my life, but it wasn’t until I started researching agribusiness that I understood its full importance. This crop feeds over 500 million people globally, offering a reliable food source even in harsh climates. It’s incredibly resilient, thriving in poor soils and drought-prone areas - qualities that are becoming more critical as climate change disrupts traditional farming systems.

Africa, the world’s largest producer of cassava, relies on it not only for food security but also as a source of income for smallholder farmers. And the fact that it can be harvested year-round? That’s a lifeline for families who might otherwise face seasonal hunger.

2. Rising demand for gluten-free and health products: When I first heard about cassava flour being a gluten-free alternative, I was intrigued. The global gluten-free market is projected to reach $15.62 billion by 2028, and cassava flour is at the forefront of this trend. Health-conscious consumers love it for its neutral taste and allergen-free profile, making it a go-to ingredient for everything from bread to pizza crusts.

What’s even more exciting? African entrepreneurs are exporting cassava flour to Europe and North America, tapping into markets that value natural, sustainable products.

3. Industrial applications: As a child, I thought cassava was just for food. But now I know better. Its starch is a vital ingredient in industries I never associated with farming - like paper, textiles, and bioethanol.

Here’s what blew my mind: cassava starch is used to make adhesives for paper, stabilizers for pharmaceuticals, and even ethanol for renewable energy. Asia’s demand for cassava starch is already creating billion-dollar trade opportunities, and Africa has the potential to compete on a global scale.

5. Sustainability and innovation: This one really hits home for me. Plastic waste is one of the biggest challenges we face, and cassava-based biodegradable plastics could be part of the solution.

Imagine carrying a shopping bag made from cassava that decomposes in a matter of months - that’s innovation! Startups across Africa and Asia are producing cassava-based packaging to replace single-use plastics, and governments are taking notice. Seeing cassava as a driver of environmental change makes me prouder than ever of this crop.

5. Supporting African entrepreneurs: I’ve always been inspired by stories of African entrepreneurs who see opportunities where others see limitations. Cassava is sparking a wave of innovation, from shared mechanization services (think Uber for farming) to export ventures targeting global markets.

Entrepreneurs like Yemisi Iranloye of Psaltry International are not just building businesses - they’re empowering communities. Every time I read about these innovators, I’m reminded that cassava is much more than a crop; it’s a platform for transformation.

6. Economic impact and growth potential: The numbers don’t lie: Africa’s cassava market is worth billions, and it’s only growing. Urbanization, population growth, and rising demand for processed foods are fueling its expansion. Governments and NGOs are also stepping up, investing in technologies and policies that unlock cassava’s full potential.

Whether it’s through industrial-scale processing or smallholder cooperatives, cassava is proving to be a high-impact crop with significant returns. To me, this is more than just economics - it’s about redefining Africa’s place in global markets.

I’ll be honest: I used to think “big things” had to be shiny and new, like the latest app or gadget. But cassava has shown me otherwise. Its adaptability, scalability, and alignment with global trends - like sustainability and health-conscious eating - make it a transformative force.

So, what if the next big thing isn’t tech, but cassava? This once-underestimated root crop might just hold the key to feeding the world, saving the planet, and creating wealth in ways we’ve never imagined.

As we explore these possibilities, let’s not forget that cassava offers incredible business opportunities for those who are ready to tap into its potential. In my next post, we’ll dive explore actionable business ideas that can help you unlock cassava's economic potential. Call it the cassava playbook. Stay tuned!