Startup Story
Consumers’ love for snacks, in particular for healthy nuts, means a growing market and one that entrepreneur Ashley das Rosas Massingue, founder of Shez Snacks Comércio & Serviços, E.I in Mozambique, is keen to capitalize on. Her new business is packing appetizing flavours into a range of snack cashew nuts which are winning over fans of these tasty treats.
Ashley Massingue is the owner and CEO of a family brand of appetizers, Shez Snacks, in Mozambique. She started her business in August 2020 to process and sell high quality nuts in different flavours. The company is the first in Mozambique using glass jar packaging for this kind of product. With more than 5 years experience in Communication and Marketing, Ashley decided to embrace her passion for oilseed fruits mainly cashew nuts and start the business.
LoA chatted to founder Ashley this month to find out more.
What does your company do?
At Shez Snacks, we process, pack and sell cashew nuts in reusable glass jars.
“The entrepreneurial journey has been a challenge every day, mainly because the Shez Snacks product is a gourmet product and consequently is expensive in relation to what is found on the market.”
What inspired you to start your company?
I was inspired by a conversation I had with a friend about the term "rat race," which means working to pay bills. I was sad to realize that my life boiled down to that, and she advised me to think of some extra business, something I liked a lot. And then I thought about food!, I'm not a cook and honestly I don't like to cook, but I love to eat, especially snacks (of all kinds). As a result, I came to the idea of selling chestnuts, but for that I needed to add value to the product and not do what all chestnut sellers do. I did a market study about what I needed on the products offered and I created, with the help of my relatives, the Shez Snacks brand of flavoured cashew nuts.
Why should anyone use your service or product?
The special factor of the product is the packaging and the fact that we are focused on being kind to the environment and to our health. The packaging is made of glass which gives reusability and greater durability, and our cashew nuts have no additives or preservatives.
“For Shez Snacks, my greatest aspiration is to be able to export to other countries, starting in South Africa through the Woolworths Group.”
Tell us a little about your team
My team is composed of 5 people including me. My mother, who is the financier of the idea and head of product processing and quality; my little brother and the partner who is in charge of deliveries; and me, who is in charge of commercial and public relations.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
The entrepreneurial journey has been a challenge every day, mainly because the Shez Snacks product is a gourmet product and consequently is expensive in relation to what is found on the market. However, at the beginning of this journey I was already expecting this, and that's why we segment our target group, being focused on mainly the middle - high class market segment. Four years ago, I co-founded a marketing and billboard rental consulting agency (Lash Agency, Lda - Mozambique), through which I was able to learn and improve my skills in negotiation, market studies, market variations, production of media material, brand activations, etc. We provide services to several companies and organizations of national and international reputation. Unfortunately, at the end of the 3rd year I had to close due to a disagreement with my former partner.
What are your future plans and aspirations for your company?
For Shez Snacks, my greatest aspiration is to be able to export to other countries, starting in South Africa through the Woolworths Group. To do this I have been working hard with my team to improve and place the product in the national supermarkets in order to gain credibility and awareness of the product by consumers. So far we have managed to be in 4 physical stores (all Lokal supermarkets in Maputo and Rio Azul Supermarket in Matola)
“So far my greatest satisfaction is the acceptance and feedback of the product by consumers and the loyalty of our partners who resell our product.”
What gives you the most satisfaction being an entrepreneur?
So far my greatest satisfaction is the acceptance and feedback of the product by consumers and the loyalty of our partners who resell our product.
What's the biggest piece of advice you can give to other women looking to start-up?
Although I've begun again in a short time, my advice to women who would like to undertake their own entrepreneurial journey is "Don't allow yourselves to continue in the 'rat race'. Start doing something you like. Start today, start now".
Contact or follow Shez Snacks
FACEBOOK | INSTAGRAM | EMAIL ashleydasrosas@gmail.com
Why LoA loves it…
There is nothing quite as satisfying as launching a new product into the marketplace, and then getting great customer feedback from those who appreciate the quality and uniqueness of that product. For Ashley das Rosas Massingue, she saw a gap in the marketplace for something different, at a quality and price point that was missing, and her new business is now growing that gap. Her determination to succeed, and her passion to build a family business and brand that is focused on growing in the marketplace, is wonderful to see. — Melanie Hawken, founder & ceo of Lionesses of Africa