In the bustling city of Ibadan, a roadside roasted corn seller named Mrs. Lateef Rukayat has found prosperity in a surprising shift of careers. By transitioning from her initial profession in hairdressing to selling roasted corn, she has significantly improved her family’s financial situation. Now, her venture is bringing in an impressive ₦750,000 monthly, allowing her to support two of her six children as they pursue higher education.
During an interview with Tribune On The Street, Rukayat shared that her decision to leave behind hairdressing came after the business began to decline. The economic viability just wasn’t there anymore, prompting her to seek better opportunities.
Her choice to dive into the roasted corn market in 2021 proved to be a fortuitous one, as it enabled her to provide for her family despite facing the country’s tough economic conditions.
From hairdressing to roasted corn
Rukayat fondly recalled her beginnings in hairdressing, describing it as both her first profession and a cherished ambition. However, when the income from this passion waned, she knew it was time to explore other avenues for financial stability.
“Hairdressing was my hard-earned profession; it was my dream from early on, and I even celebrated completing my training,” she explained. “I ventured into roasting corn when my hairstyling business wasn’t progressing. All my children are in school, and I have two currently attending higher institutions.”
She disclosed that she started the roasted corn business in January 2021 with money borrowed through a local lending scheme known as “Network.” According to her, the loan, despite attracting interest, gave her the capital needed to purchase her first bag of corn.
Rising costs make business more challenging
The businesswoman dismissed the belief that roasted corn trading requires little capital, saying inflation has significantly increased operating costs.
She explained that beyond buying corn, traders must also pay for transportation, charcoal and packaging materials, making it more expensive to enter the business than many people assume.
Rukayat also noted that corn prices have remained unstable since she began the venture, making it difficult for traders to plan their expenses.
Daily sales support children’s education
Sharing her earnings, she said a ₦20,000 investment in corn often produces daily sales of between ₦25,000 and ₦27,000, with the profits helping to fund her children’s education.
“With God’s mercy, on a daily basis, if I borrowed money and got like ₦20,000 to buy corn, I used to earn about ₦25,000 to ₦27,000 daily. From the earnings, I contribute and that’s what I collect in supporting my children’s schooling,” she said.
However, she admitted that the business comes with risks because roasted corn must be sold fresh. Unsold corn quickly loses its taste, making it difficult to attract buyers the following day.
She recalled a period when soaring costs forced her to increase the price of roasted corn from ₦200 to ₦400, but the decision backfired as customers stayed away, leaving her with little or no profit.
Appeal for support
Rukayat said she has never benefited from any government grant or financial assistance.
She appealed to the government to introduce measures that would reduce the cost of goods and provide financial support for small-scale traders.
According to her, such interventions would help entrepreneurs sustain their businesses while meeting the needs of their families.