Food Academy
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Joyof
Eniola Salami is the founder of Joyof, a company dedicated to bringing authentic West African flavours to homes across Ireland. With a degree in Culinary Arts and years of experience in food product development, Eniola used her expertise and passion to launch Joyof in 2023. The company was born out of a desire to fill the clear gap in supermarkets for West African food products that are both convenient and full of flavour.
West African cuisine is noticeably underrepresented in mainstream supermarkets, despite the region’s rich and diverse culinary traditions. This lack of representation means many people miss out on the vibrant and unique tastes of West African food. Eniola wanted to change that by offering products that make these bold flavours easy to enjoy at home, without compromising on authenticity.
Joyof’s product range includes Jollof Cooking Paste, available in both Spicy and Mild, and Ready-to-Bake Frozen Meat Pies. These products are designed to save time while preserving the bold, traditional flavours of West Africa, making it easy for both seasoned cooks and beginners to enjoy delicious, authentic West African meals. Sustainability is a core value of the business; Joyof produces in small batches, sources local ingredients where possible, and uses eco-friendly packaging to minimise environmental impact.
Being part of the SuperValu Food Academy programme has been a game-changer for Joyof. The workshops and mentoring provided by the programme have been invaluable in helping Eniola better understand the retail business model. This support has enabled her to confidently develop the brand and bring the products to market. The Food Academy program has opened doors for Joyof, allowing the brand to share the joy of West African cuisine with households across Ireland—whether as a taste of home or an exciting new culinary experience.
As Joyof grows, so does its commitment to creating meaningful connections through food. The company continues to employ local talent and support community initiatives. Joyof’s journey is about more than just food; it’s about celebrating culture, creating connections, and bringing the vibrant flavours of West Africa to every home.
