Chika Russell: founder of CHIKA’S Foods and star of Dragon's Den

Chika Russell is an international entrepreneur, mentor and
speaker. After 10 years working in finance and banking and
qualifying as a management accountant, she went on to launch
CHIKA’S. Born out of three simple principles: good food, good
ethos and good causes – these are snacks with soul. The CHIKA’S
range of African-inspired, boldly-flavoured snacks proved
mainstream consumer demand for African foods that immediately
struck a chord with retailers like Wholefoods, Waitrose, Holland
& Barrett’s and Ocado, establishing CHIKA’S as the leader in
this space.


In 2015, Chika Russell took part in BBC’s Dragons Den and gave
what Deborah Meaden described as ‘one of the best pitches ever’.
The battle between the 5 Dragons for a stake in the business was
the most-watched episode of the whole series. In a short period,
Chika Russell has grown her business, and is now listed in an
impressive 3,000 retail stockists in the UK and internationally,
also including airlines and hotels. In July 2015, she launched
her snacks for change programme to help send more girls to
school. A supporter of girls in education since 2000, in 2019 she
formalised a partnership with World Vision empowering girls with
the bold aim of supporting 38,000 girls through their education
by 2025.


In 2019, we recognised Chika as one of the Top 30 Inspiring UK
Entrepreneurs. She has also been recognised as a ‘Consumer
Business Rising Star’ by the Black British Business Awards and a
future leader by She Leads Africa. CHIKA’S was ranked in the top
50 start-ups in the U.K and she has also represented female-led
SMEs at 10 Downing Street’s Women in Business events.


You can order these tasty CHIKA’S snacks online or in a variety
of retailers including Waitrose, Ocado & Co-Op.



HERE’S A BREAKDOWN OF WHAT WE DISCUSSED IN THE
INTERVIEW:


We’ll begin with talking about you and your journey before
you took the step of creating your own brand. Can you tell us
about your background in business before founding CHIKA’S Foods?
(1:23)

Deciding to create your own business is a big step for any
entrepreneur. Were you worried about taking that step and backing
yourself? (4:15)

You then appear on Dragon’s Den and deliver a pitch that
Deborah Meaden described as one of the best pitches ever. You get
offers from all of the Dragons but decided back yourself and turn
them down. Could you talk us through why you made that decision
and the process of appearing on the show? (6:06)

2020 had been a difficult year for businesses of all sizes.
Has your business been affected by the COVID-19 pandemic and has
it changed your outlook on the business? (12:34)

Many business leaders are talking about the lack of diversity
in different sectors. Do you think more needs to be done to
encourage the representation of females and minorities in the
sector you operate? (16:27)

The CHIKA’S Foods brand is closely associated with World
Vision. Why was that specific cause so important to you and can
you tell us a little about the partnership? (20:04)

Putting 2020 behind of you and focusing on 2021, what are you
looking forward to most in the next 12 months? (25:32)

What would be your advice to people watching who may be
thinking of taking the same step you did and launching their own
business? (26:50)

When are we going to see you on Dragon’s Den, in a chair as a
Dragon? (28:59)



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