Flourishing Flavors: How One Entrepreneur Brought West African Cuisine to Salem

When Olajumoke Elkanah first moved to Salem, she struggled to find the ingredients she needed to cook her favorite Nigerian dishes. Undeterred, she started Flourish Spices a decade ago, importing African staples and expanding her business during the pandemic to offer a range of packaged foods that bring West African flavors to life. Now, Elkanah's products are available in upscale grocery stores across Oregon, and she's set to showcase her business at a local pop-up market, hoping to connect with new customers and potential sellers.

Bringing the Taste of Home to Salem

Filling a Void in the Local Market

When Olajumoke Elkanah first moved to Salem, she found herself in a culinary conundrum. The ingredients she needed to prepare her beloved Nigerian dishes, such as jollof rice and egusi soup, were nowhere to be found. Tired of making the long trek to Portland to stock up on essentials like palm oil and fufu flour, Elkanah decided to take matters into her own hands. A decade ago, she founded Flourish Spices, a business dedicated to importing and distributing African staples to the local community.

Expanding During the Pandemic

The COVID-19 pandemic presented both challenges and opportunities for Elkanah's business. While many food entrepreneurs struggled to adapt, Elkanah seized the moment to expand her offerings. She began crafting her own rice mixes, spice blends, and other packaged foods that brought the vibrant flavors of West Africa to life. "I keep buying other people's things — I should make my own," she remembered thinking, a decision that has paid dividends as the demand for her products has grown.

Catering to a Diverse Clientele

Elkanah's products have found a loyal following among a diverse array of customers. Her combination market and hair salon at 1555 Hawthorne Ave. N.E. in Salem serves as a hub for immigrants from across Africa, from Ethiopia to Ghana, as well as Pacific Islanders who enjoy fufu and those who have traveled to Africa and crave the familiar tastes of the cuisine. "Some people come with recipes, so I help them get what they want," Elkanah says, showcasing her dedication to providing her customers with the ingredients they need to recreate the flavors of home.

The Rise of West African Cuisine

In recent years, West African staples like fufu have gained widespread popularity, thanks in part to their viral presence on platforms like TikTok. This surge in interest has brought new customers to Elkanah's doorstep, eager to learn how to cook these traditional dishes and eager to find the necessary ingredients. Elkanah's business has become a go-to destination for those seeking to explore the rich culinary traditions of West Africa.

Expanding Reach and Preserving Quality

Elkanah's products are already available in some of Oregon's most prestigious grocery stores, including Market of Choice and New Seasons. However, her ambitions extend beyond just securing more shelf space. She hopes that Friday's pop-up market event in Salem will expose her business to new potential customers and sellers who might be interested in carrying her products. At the same time, Elkanah is adamant about maintaining the quality of her offerings, even if it means forgoing mass-market distribution. "I don't want to bring down the quality of the product so I can be everywhere," she says, a testament to her commitment to providing her customers with the authentic flavors they crave.

Overcoming Logistical Challenges

One of the primary challenges Elkanah faces is finding the right space to produce her food. Currently, she rents a commercial kitchen as needed, but her goal is to have her own dedicated facility. This would not only streamline her operations but also allow her to better control the quality and consistency of her products. As Elkanah looks to the future, she is determined to overcome these logistical hurdles and continue expanding her business while maintaining the high standards that have made Flourish Spices a success.