The Story of SITRAV: A Journey from Grinding Stones to Grocery Shelves

“Sheer determination and a series of fortunate events have brought us here” 

Madam Glawdis Yao and Monsieur Ngouan Beni Kouame met as young students in university in Abidjan, Cöte d’Ivoire. After some years of courting, the two got married and started their lives together. Glawdis found a job in administration, while Monsieur Beni, with his background in food safety, went on to work with agro-processor OLAM.  It was this background in food processing that gave him the idea to set up their own company: SITRAV.

Chili peppers are a mainstay of Ivorian cuisine, but the traditional process of grinding the pepper with a stone was not only tiresome, but inefficient. The mashed pepper would typically have stones and grains of sand in it. The couple decided to start making their own ready-to-use spices. SITRAV began with them milling pepper and spices in the local market and manually filling and bagging it in sachets. It was an intense, tasking process, that yielded only the equivalent of $8 after a full, fourteen-hour day of work. 

They needed a breakthrough. A chance publication in a pan-African magazine by a journalist who had purchased their product and loved it led to SITRAV receiving their first flurry of attention. In 2019, they were invited to take part in a competition for entrepreneurs which earned them their first tranche of funding to expand their processing. They participated in further contests which led to more visibility and more capital to invest in their business, allowing them to fully convert their home into a full-time production facility. Now they had the foundations in place. It was time to focus on the technical.  

This is where PFS came in, offering the expertise that helps small and medium business like SITRAV to scale. Since 2022, PFS has paired SITRAV with volunteers from its corporate partners on several business and technical projects, as well as mentorships for staff and management. PFS has also placed apprentices who have had a year-long immersion with the company. Two of them have been offered contracts after their stint. 

Some of the projects have included a plant layout and modification project that has left regulators and visitors impressed. Another project with a General Mills volunteer helped them understand their business model which laid out the need for them to buy surplus raw materials when prices are low to store for production throughout the year. The project also helped them deepen their understanding of their margins and profit. A Cargill volunteer also helped them on a shelf-life extension project, which led to fewer complaints from suppliers, allowed SITRAV to expand their distribution and gave them access to supply mainstream grocery stores. Additional projects include a Good Manufacturing Practices (GMP) documentation project after which they have successfully passed 3 GMP audits. They are currently working on a Hazard Analysis and Critical Control Points (HACCP) project in the hopes of attaining certification, which will allow them supply bigger companies and multinationals, resulting in a huge impact on their turnover. 

SITRAV’s client lead, Bühler’s Marc Zipperle, finds them a dedicated and willing client. "SITRAV is working very hard every day trying to expand their business, make a living, and follow their vision. They have an entrepreneurial spirit that creates value in the community, and it feels great to support and be part of it. SITRAV is dedicated – they literally tore down a wall in the production facility to optimize their production processes.” 

Marc says he also benefits from this volunteer experience. “I find the idea of how PFS works very cool. It is a great idea at its core and a pragmatic approach for scaling know-how access for smaller businesses. Also, the cultural exchange is great. I had no previous ties to Côte d’Ivoire and West Africa. Now I do, and having a frequent exchange is a great personal learning experience as well! The client lead role is a role where you can learn a lot from actual experts. You are part of different projects that require different skill sets. I am currently learning a lot about GMPs and HACCP in more detail.” 

Today, SITRAV has 20 full-time employees, and 15 temporary staff. In addition to their natural powdered pepper, they also sell other local spices.