Why I Serve Amala, Gbegiri & Ewedu @ Parties
•Famous LAGOS Caterer, Alhaja SEKINOT AWENIYA
If you frequent Lagos parties, you would have met the staff of AmalaOnPoint94, doing what they know how best to do! They serve Amala, Gbegiri and Ewedu at parties and they’re known for it. They do it so well that high-profile clients engage their services. We saw them at Chief Sunny Asemota’s funeral party. But, the company has small beginnings, according to the founder, Alhaja Sekinot Aweniya. Her friends also laughed at her when she started selling Amala. But, all that is in the past as the company has grown from strength-to-strength. Over 28 years old, the business has seen the good, the bad, and the ugly but Alhaja Aweniya has been able to weather the storms. Today, she has one of her daughters running the company with her. And, the business has taken her all over the Nation and even beyond the shores of our country. In this interview, she tells the company’s story to City People’s Contributing Editor, IYABO OYAWALE (08033564055). Excerpts:
When did you start AmalaOnPoint94?
I started in 1994. That’s over 28 years ago.
You’ve been in this business for a long time.
Yes, I started a long time ago. I first started selling from the front of our house in Oshodi, Epetedo in Lagos. It’s not Oshodi in Bolade o. This Oshodi is in Lagos. I started selling from my father’s house.
What were the challenges you faced at the beginning of the journey?
There’s no how a food seller won’t face challenges. We faced some challenges but God has been enough for us. If God blesses the work of your hands, whatever you face won’t matter.
Why did you decide to call the business AmalaOnPoint94?
I got the name when I went to work for some doctors in Idi-Araba. I was initially known as Sekilamala but when I went to cater for the doctors, they said this is not Lamala o, Alhaja, don’t call yourself Lamala, this is Amala on point. Since then, I started using the name AmalaOnPoint94.
Very funny story. So, what were you doing before you started selling Amala?
I was into all kinds of businesses. I graduated from school in 1982 and we went round but there was no work. So, I thought of what to do next. In 1985, 86, 87, I started selling lace in Moshalashi-Jimoh. In 1988, I changed gears and started selling Ankara but the urge to sell food was just here. In 1993, I told my brother that I wanted to concentrate on selling Amala because people will not owe me. People will eat and pay me on spot. I told him I like selling Amala. I didn’t inherit it from anybody. I was genuinely interested in the business.
When did you now diversify to serving Amala at parties?
When I started, clients used to invite us to cook for their parties. It’s not like now that we have event planners and all sorts. We started serving food at parties before event planners got onto the party scene. There were not many halls then but we used to go round parties to serve.
Apart from serving at parties, where else do you sell your Amala?
I have a shop at Ikeja and Abuja.
During the COVID lockdown, there were no parties, how did this affect your business?
It affected us a bit but we’re grateful to God. If God blesses the work of your hands, no man can destroy it. We were able to sustain the business by doing home service. We were supplying pots of soup to clients all over. The COVID period was tough but thank God we’d saved for the rainy day.
I usually see your staffs at high-profile parties and I know you provided Amala at Chief Sunny Asemota’s funeral party.
Yes, I catered at that party. I also catered at Buhari’s daugther’s wedding. I also catered at the wedding of the daughter of the Vice President, Yemi Osinbajo. I thank God for the connections.
Has any of your children indicated interest in the business?
Yes, they’ve indicated interest. My first daughter is in the business with me and she’s doing well. The child of my elder brother is also part of us now. Even my staffs are doing well. They do come in with jobs. I pray for all of them to succeed.
How do you get your high profile clients?
It’s mainly through referrals. God connects us when we satisfy existing clients. Intending clients will just collect our numbers and call. I work for the Elegushi family. I also work for the Oniru family. One challenge we’re having currently is that of our younger ones who want to get into this business and use our name. When they hear AmalaOnPoint94, they’ll also say let us use the name so that clients can give us jobs.
So, how do you cope with this challenge and competition?
I pray for them that they’ll all succeed in business. We have called some of them to change their name. But, these young ones, when they hear AmalaOnPoint94 is all over, they also want to use the same name. But, some of our clients used to ask them why they’re using our name, they’ll lie that I’m their mother or sister. I’m a mother and I cannot curse. We shall continue to pray for them.
What kind of a person is Alhaja Aweniya?
We thank God for His mercies. I’m down-to-earth, humane, and I have a solid reputation in the society. You cannot walk with me and remain in poverty.
The cooking business has several challenges. The common one is when hot food pours on the person cooking. Have you encountered any such thing?
We can’t even begin to talk about such. They’re all in the past now. Food business is not easy business but if you move closer to God, you won’t see evil. My mother has sold food before in Legico but I always pray for God’s mercy. Even in this current business in which we’re involved, we do receive insults but we usually plead with our clients. Food business is not easy but many people do not understand. If God blesses one’s business, He makes it easy. If God says you’re destined to sell food, He’ll make things easy for you. Let’s just put our faith in God. When I started selling Amala, my friends used to laugh at me. They didn’t understand why I was selling Amala. I told them I love to sell it and God will bless the work of my hands. Anything God blesses, you’ll successfully do it and hand it over to your children.
What are your future plans for AmalaOnPoint94?
I thank God for where we are and I believe we’ll hand over the business one day. We don’t know what our children will add. If we give our children clothes, they can decide to add shoes and bag. That’s moving the business forward.
If you have more than one engagement in a weekend, how do you handle it? Must you be at the parties to honour clients?
I don’t always have to be at parties. My daughter is well-grounded. She understands the basics of the business. She handles one of the parties and my staffs also handle the others. We can have 8 or 10 engagements at the same time and we deliver quality service at all the parties. I usually attend the party that has more guests so that I can be able to monitor my staffs.
How many children do you have? We don’t count children in Yorubaland.
I have male and female children and I pray that they all succeed. I have also trained other children. I pray for all of them. I also pray for my grandchildren abroad and in Nigeria, that all of them will succeed, so that I can enjoy the fruits of my labour.
This business has taken you places.
Yes, there’s no town I’ve not been to. I even cooked in America. I made Amala in 6 states. I went to Miami, I went to Chicago, and so many other states. I went for a different reason but immediately people got wind that I was around, they started fixing events and wanted me to cater for them.
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