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In this episode, I speak with Sabina Karumba about how she and her husband started Chia Africa.Most businesses have an interesting formation story, though this one is one of the best I've heard in a while.Sabina and her husband were watching TV one evening in 2012 when a doctor came on the show and explained the health benefits of chia seeds.Compelled to learn more they undertake research and a few months later are planting their own chia plants in Western Uganda.This is the first commercial plantation of chia seeds on the continent, and after going around with samples of what they grew they both quit their day jobs and go full time on the business.A few years later and they are the premier producer in the region, trying to keep up with demand despite other people entering the market too.Sabina and I talk about lots of interesting things such as how chia seeds should only be grown within 5 degrees of the equator, the genesis of becoming Africa's first chia seed producers (despite never having farmed), and keeping up with the demand for the superfood.One thing which Sabina downplays, but I thought was particularly impressive is her attitude to sales.Two of the biggest breaks for the company came with being listed by a major supermarket,  and then one of the region's largest distributors.In both cases, she just turned up unannounced at their offices, asked to see the owner and after sitting down with them, sold them on making big orders for Chia Africa in just one meeting.The reason I think is that Sabina is clearly incredibly passionate about the power of chia seeds, and believes everyone should have them in their diet.Her pitch is pretty simple: it has amazing health benefits that can change people's lives,  people just don't know about it yet, make sure you have some in stock.You can learn more about the health benefits, the company, as well as pictures of the chia plant which yields chia seeds (which I'll admit, I never knew what they looked like) by heading to the show notes for this episode at www.theeastafricabusinesspodcast.comREAD MORE AT:https://theeastafricabusinesspodcast.com/2019/11/21/chia-seed-investors-the-surprising-story-of-how-chia-seeds-came-to-be-grown-in-africa