TradeDepot Expands Into Food Manufacturing With New Brand Mangrove
TLDR
- TradeDepot, a B2B e-commerce platform linking FMCG manufacturers with retailers, is launching its food brand, Mangrove
- The brand will produce and distribute essential food items like sardines, rice, flour, peas, and canned fish
- It aims to provide cost-effective alternatives as inflation and naira depreciation strain consumer budgets
TradeDepot, a B2B e-commerce platform linking FMCG manufacturers with retailers, is launching its food brand, Mangrove. The brand will produce and distribute essential food items like sardines, rice, flour, peas, and canned fish, aiming to provide cost-effective alternatives as inflation and naira depreciation strain consumer budgets.
Though not officially launched, Mangrove is already attracting distributors online. TradeDepot plans to bypass the “brand tax” by sourcing quality products at lower costs, passing savings to consumers. CEO Onyekachi Izukanne says this move shifts TradeDepot from distribution to direct production.
Mangrove’s sardine, for example, will sell at ₦1,050, cheaper than the ₦1,450 Titus sardine. With inflation at 34.8%, this pricing could drive consumer adoption. TradeDepot’s extensive retailer network and logistics infrastructure position it as a strong player in Nigeria’s food sector.
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Key Takeaways
TradeDepot’s move into food manufacturing reflects a broader trend among B2B e-commerce players seeking to expand beyond distribution. By launching Mangrove, TradeDepot follows the playbook of global giants like Amazon and Costco, which leveraged private-label products to improve margins and control supply chains. The strategy comes at a critical time. Nigeria’s inflation rate has surged to 34.8%, and the naira continues to depreciate, eroding consumer purchasing power. With staple food prices rising, budget-conscious shoppers are seeking affordable alternatives. TradeDepot’s extensive retailer network and deep knowledge of consumer demand position it well to scale Mangrove quickly. This shift also creates potential acquisition opportunities. FMCG giants often seek local partners with established distribution networks. By owning both supply and distribution, TradeDepot strengthens its bargaining power. While competitors like OmniRetail are investing in fintech, TradeDepot’s focus on manufacturing and exclusive distribution could set it apart in Africa’s evolving retail landscape.
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