From Lake Victoria to Market Success: Diana Orembe’s NovFeed Journey
Tanzanian entrepreneur Diana Orembe is on track to push her company NovFeed past the US$1mn mark in sales this year
The business, which produces fish feed and organic fertiliser, has grown steadily since its launch in 2020. Her recent win at the Africa’s Business Heroes competition brought both recognition and funding, helping her scale production and sharpen her long term vision.
Orembe’s journey began near Lake Victoria, where she observed the struggles of small fish farmers, including her uncle, who often complained about the high cost and limited availability of fish feed. While studying microbiology at the University of Dar es Salaam, she explored the aquaculture sector more deeply and realised these challenges were widespread. Tanzania relied heavily on imported feed, making it expensive for local farmers.
Using university lab resources, she developed an affordable alternative by converting food waste into fish feed through fermentation. This process also created a liquid byproduct that could be sold as fertiliser. What started as a small operation producing 30 tonnes per month has now evolved into a much larger enterprise.
Reflecting on entrepreneurship, Orembe says, “If you talk to a woman selling vegetables on the markets, she will tell you how hard it is to run her business. If you talk to a person running a conglomerate, he will just say the same [about] how difficult it is to run that very huge, big business. If you talk to a medium-scale business person who is even running just a store, they will tell you the same [about] how it’s difficult. So what I was just reminding myself this morning is that all businesses are difficult.”
Selling the product proved to be the biggest hurdle. Rather than focusing on technical details, her team highlighted affordability and results. “I have learned along the journey that the message you’re giving your customers really matters. When you tell a person that this is bacteria-made fish feed, everyone will run away.”
By 2024, repeat customers confirmed the product’s value. “It doesn’t matter how good your product is, if you can’t retain the customers, it will always be one of the signals that your product is not working,” she explains. “So for us, the moment we started seeing the customer is buying and is coming back, that was a good sign.”
With new funding, NovFeed now produces over 20 tonnes daily. Yet growth brings new pressure. “I’ve never been able to produce 20 tonnes of feed per day ... Now where am I going to look for a customer who can access that per day?” she says. “Being able to produce [is] just one thing. But at the end of the day, you have to sell. That’s the most, most difficult part.”