BY Nkosazana Ngwadla
Limpopo-born entrepreneur Eiren Drake is the founder of Tin Stuf. A canned food business with a funky name coined from the history of canned food and how it’s often referred to as “Tin stuff,” says Eiren. “The local slang, taking its lead from the vibrant street food scene in SA’s townships.” Tin Stuf was founded to become a responsive market player and an FMCG manufacturer that is aligned with the real tastes, needs and aspirations of our market.
He adds that the idea to commercialise what was initially a home kitchen experiment by his late grandfather (Spencer Drake), came about when he noticed him attempting to can various traditional foods including chicken feet. This realisation of the lengths to which so many millions of African people are forced to go daily, commuting to and from limited points of access to affordable, good quality protein, to simply obtain a nourishing meal for their families led to a business idea. “The ever-growing need for better access to long-life meat, and food in general, ignited an innate awareness within me and eventually lead me to an attempt at finding a solution for the food security crisis here in Africa, by bringing to market an already widely consumed and enjoyed a meal, with the added value of a 2-year shelf life.”
Tin Stuf strives to become a brand ally for shisanyamas, street food vendors and township entrepreneurs alike. “We aspire to develop a range of products for the people of Africa and to create a scalable business model that offers them a sustainable alternative meat product prepared the way that it always has been. In a world that’s still emerging from the effects of the COVID-19 pandemic – the demand for more affordable sources of protein has grown, with the effects of climate change and overfishing causing the availability of fish supplies to dwindle, long-lasting meat products are well positioned to assume the sustainability mantle on both supply and price.”
For Drake, hard work and perseverance are salient requisites to launching a world-first product concept to any market, especially when doing so under a new brand. “We’ve not been shy to go the extra mile or to follow the path less travelled – innovation, dogged determination and a passionate understanding of our target market have been key to our success.” Fortunately, brand development has played an enormous role in Drake’s strategic approach to winning over the trust and loyalty of his consumers.
Image: Tin Stuf
