By Fresh Facts Magazine Staff Writer
In the face of Nigeria’s economic strain, where inflation consistently outpaces income growth, a Lagos-based startup is emerging as an unlikely hero in the fight against urban food insecurity.
According to the National Bureau of Statistics, food inflation soared to 21.2% in April 2025, with essential items like yam, rice, and tomatoes leading the spike. For residents of Lagos, where over 20 million people contend daily with high living costs and punishing traffic congestion, feeding a household has become a daunting task.
Yet, amid this growing crisis, a grassroots solution is quietly gaining ground. Iyaloja Direct, a food distribution startup, is helping thousands of Lagosians save money, avoid market stress, and access fresh food—all without breaking the bank.
Modern Tech, Traditional Roots
Iyaloja Direct is not just another online delivery platform. It is a modern revival of a time-honoured Nigerian tradition—communal foodstuff sharing. In many communities decades ago, women would pool their money to purchase food in bulk, sharing both cost and quantity. Iyaloja Direct brings this culturally rooted model into the digital age.
Through its platform, the company aggregates food orders from households across Lagos, purchases in bulk from major markets like Mile 12, Oyingbo, and Ketu, and delivers smaller, customized shares to customers at their doorsteps. This means even a customer spending as little as ₦15,000 can benefit from wholesale prices—without stepping foot in a market.
Operating across key locations including Lekki, Surulere, Ikoyi, Festac, Sangotedo, and Ikeja, Iyaloja Direct is leveraging collective buying power to make food affordable and accessible for urban families.
Affordable Convenience for the Average Lagosian
Traditionally, convenience in Lagos comes at a cost. E-commerce platforms and personal shoppers often charge premium prices, making groceries more expensive than a personal market run. Iyaloja Direct flips that narrative.
By combining tech-enabled order processing with scheduled market runs and direct sourcing, the platform has managed to cut costs rather than inflate them. Hundreds of verified customer reviews online suggest buyers regularly save 35%–40% on their purchases compared to prices at local retail markets.
“I had a great experience with Iyaloja Direct! My groceries were delivered on time and in excellent condition. Everything was well-packaged. I really appreciate the reliability and convenience,” said one customer, Lawal D.
Another satisfied buyer, Benny J., added: “Iyaloja Direct is very good and reliable. Her products are fresh and extremely affordable. You will get more than your money’s worth.”
Lean Operations, Big Impact
What sets Iyaloja Direct apart from many startups is its asset-light approach. The company does not own warehouses, delivery vans, or large-scale infrastructure. Instead, it operates through a nimble network of personnel, trusted market women, digital platforms, and a schedule of strategic market runs. This model allows the business to keep operating costs low while passing savings to its customers.
Analysts say the startup’s model scores high on sustainability with:
- Lean, asset-light operations
- Community-driven demand aggregation
- Built-in price elasticity that adapts to economic realities
By giving low- and middle-income households access to the same price advantages as bulk buyers, Iyaloja Direct is subtly transforming how urban food logistics work in Africa’s most populous city.
Lessons for Urban Policy and Food Security
The implications of this model extend beyond Lagos. As policymakers continue to debate solutions for food insecurity in Nigeria’s urban centres, Iyaloja Direct provides valuable insights:
- Household-focused interventions can be effective without massive state subsidies.
- Collective purchasing at scale can reduce waste and increase efficiency.
- Trust-based models, especially those rooted in local culture, can outperform top-down interventions in informal economies.
If replicated in other Nigerian cities—or supported by local governments through public-private partnerships—this model could contribute significantly to stabilizing food prices, improving access, and even formalizing parts of the country’s massive informal food sector.
As Lagos continues to evolve, innovative community-based solutions like Iyaloja Direct may be exactly what is needed to feed the city—efficiently, affordably, and with dignity.
