Amadu Juldeh Sowe, Managing Director of BSB International LimitedIn the heart of Sierra Leone, a revolution is quietly brewing in the flour industry, led by an inspiring figure whose journey from local baker to factory owner exemplifies the spirit of enterprise and community empowerment. Amadu Juldeh Sowe, Managing Director of BSB International Limited, has set a transformative goal: to turn Sierra Leone from a net flour importer to a net exporter. His ambitious vision aims not only to reshape the local economy but also to improve the entire West African sub-region.
The challenges confronting Sierra Leone’s consumable commodity production industry are numerous and complex. From fluctuating commodity prices and inflation to supply chain disruptions and trade restrictions, the landscape is fraught with challenges. Despite these challenges, individuals such as Juldeh Sowe are making significant progress toward achieving larger societal and developmental goals.
Sowe’s journey began at the family-owned Brass Street Bakery, a small business that had been in his family for three generations. Under his leadership, the bakery grew from a small operation to a corporate entity known as BSB International Limited. Sowe had a clear vision: he wanted to build a sustainable business that benefited local communities while adhering to Environmental, Social, and Governance (ESG) principles. In 2012, he restructured the company, implementing proper financial management and hiring specialised employees to increase production capacity.
Recognising the significance of supply chain management, Sowe became a key player in Sierra Leone Flour Mill, the country’s sole wheat flour manufacturer at the time. This partnership with the American multinational Seaboard Overseas and Trading Group enabled him to ensure a consistent supply of high-quality wheat flour, which was critical for his bakery and the larger market. However, in 2012, Seaboard West Africa suspended operations in Sierra Leone, presenting Sowe with both a challenge and an opportunity. He acquired the mill using his established revenue streams and extensive network, making history as the first indigenous mill owner in Sierra Leone and the Mano River basin.
With the acquisition, Sowe’s vision expanded beyond just profitability. He aimed to develop a vertically integrated business model that would produce flour while also contributing to Sierra Leone’s socioeconomic development. This resulted in a diversification of the business, with bakery operations initially being reduced to focus on importing essential commodities such as rice and sugar, while wheat flour remained the core product.
To meet the growing demand for wheat flour and reduce reliance on imports, Sowe commissioned the construction of a cutting-edge milling facility with a production capacity of 600 metric tonnes per day. This impressive US$20 million investment, which is scheduled to be completed in the first quarter of 2025, establishes Sierra Leone Flour Mill as the largest milling facility in the Mano River basin. The new mill is outfitted with energy-efficient technologies and cutting-edge production processes, fundamentally reshaping the nation’s food production ecosystem.
Sowe’s commitment to affordability and accessibility is demonstrated by his belief that increased production will result in lower prices. “When we produce in large quantities, the price will drop. Everyone will benefit, as bread, flour, and other products become more affordable,” he claims. This vision goes beyond local markets, with plans to export excess production to neighbouring countries such as Guinea and Liberia, opening up cross-border trade opportunities.
The impact of Sowe’s initiatives extends to job creation as well. The new milling facility is expected to create 100 new jobs, adding to the current workforce of 150. Furthermore, plans are underway to establish distribution depots across the country, which will increase employment opportunities and improve commodity distribution logistics. This emphasis on job creation not only gives hope to Sierra Leone’s economic prospects but also reinforces the positive spillover effects of Sowe’s commitment to community development.
Sowe’s vision extends beyond flour production to incorporate local agricultural resources into the milling process. Sowe is actively pursuing ventures to reduce its reliance on imported wheat flour, which currently accounts for 100% of local consumption. Research has been commissioned to investigate the incorporation of cassava—a resilient and abundant local crop—into the production process. The goal is for cassava to account for 20% of the raw materials used in the mill’s operations, promoting local agricultural growth while ensuring cost savings.
Sowe and his businesses’ achievements have sparked international interest and support. Following the announcement of the new mill’s construction, Sierra Leone Flour Mill received partial financing from the International Finance Corporation (IFC), a significant milestone for an indigenous company. This collaboration demonstrates the ability of local businesses to contribute to national development and serves as a beacon of hope for aspiring entrepreneurs in Sierra Leone.
In addition to his work in the flour industry, Sowe is collaborating with the Sierra Leonean government on an ambitious US$800 million rice cultivation project. With an initial investment of approximately $2 million, BSB International intends to revitalise the rice sector, positioning Sierra Leone as self-sufficient in rice production in the short term and a major exporter in the long run. Sowe highlights the country’s agricultural potential, stating, “This country has the land. If you fly over Sierra Leone, you will notice an abundance of arable, fertile land awaiting cultivation.”
Sowe’s vision goes beyond Sierra Leone’s borders as well. His company has expanded into the Guinea-Bissau market, where it operates a flour packaging facility with plans to reach 300 metric tonnes per day production capacity by early 2025. Furthermore, BSB International is looking into opportunities in the Republic of Guinea and Liberia, prompted by promising market surveys.
Sowe’s overarching goal is to provide local communities with access to essential commodities while increasing domestic production. His initiatives complement the government’s “Feed Salone” project, which seeks to improve food security and promote self-sufficiency. Sowe acknowledges the government’s role in supporting his ventures, stating, “When we needed land for the new mill, the President helped us secure a fair market rate for the land in a short period.”
Beyond business success, Sowe is deeply committed to giving back to his community. Over the last 20 years, he and his businesses have funded over 300 scholarships yearly, ensuring that young Sierra Leoneans receive a high-quality education from primary school to university. Sowe also invests an average of $100,000 annually in community programs such as healthcare and agriculture. His philosophy is simple but profound: “I must give back to my people.” I see myself as a benefactor who should improve the lives of my impoverished compatriots.”
Juldeh Sowe’s story is one of hope, resilience, and a transformative vision. His rise from a local baker to a key player in Sierra Leone’s flour industry demonstrates the power of entrepreneurship to effect change. Sowe is inspiring a new generation of African entrepreneurs by focusing on self-reliance, innovation, and community empowerment. His final words are filled with determination: “There is so much to do, so little done.” As his story progresses, it provides a promising glimpse into the potential for growth and success in Sierra Leone and beyond.
