Tomavi Wines: How three UDS graduates are turning tomatoes into opportunity

Entrepreneurship is the lifeblood of any thriving economy—driving innovation, creating jobs, and fostering growth. For three young alumni from the University for Development Studies (UDS), it has become a means not only to transform their own lives but also to address food insecurity, reduce post-harvest losses, and support smallholder farmers in Ghana.

Through its Third Trimester Field Practice (TTFP) Programme, UDS equips students with practical skills and encourages them to think beyond the classroom. The programme trains them to identify opportunities and translate ideas into ventures that contribute meaningfully to community development and national progress.

This spirit of innovation gave rise to Tomavi Wines, a startup agribusiness founded by Firdaus Mohammed Awal, Issah Muleikatu, and Ramzi Badrun Wunnam. The company produces premium quality wines and non-alcoholic beverages from surplus tomatoes. Firdaus, a graduate research assistant and registered nutritionist with a BSc in Community Nutrition from UDS, serves as CEO. Muleikatu, a pharmacy student with a passion for marketing and branding, is the Chief Marketing Officer. Ramzi, a final-year Physician Assistant student known for his analytical and financial skills, serves as Chief Finance Officer.

Although their academic backgrounds are in healthcare and nutrition, the trio ventured into agribusiness with a shared mission: to provide a sustainable market for tomatoes, reduce food waste, and promote healthier beverage alternatives. Their innovation is focused on adding value to tomatoes, which are often left to rot due to poor storage and limited market access. The idea, they said, came from observing the significant post-harvest losses farmers face, particularly smallholder tomato growers.

They saw that tomatoes, being rich in nutrients and beneficial to health, could be refined into a portable, enjoyable product. Thus, Tomavi Wines was born—not only to reduce waste but to offer a product that is both nutritious and market-ready. The beverage contains minimal additives and retains the natural qualities of tomatoes. It is carefully produced to meet quality standards and consumer expectations, with the aim of providing healthier alternatives to the sugar-laden beverages that dominate the Ghanaian market.

Each of the founders brings valuable experience to the company. Firdaus had previously volunteered as a nutritionist at the Tamale Teaching Hospital, working with patients on tailored diets. His experience as a teaching and research assistant at UDS also contributes to his leadership role. Muleikatu has a background in student politics and previously co-founded a campus venture, “The Good Chef,” which sold traditional foods and drinks. Ramzi, with a strong background in mathematics and finance, has helped run his father's business in Sunyani and served as a financial advisor to his academic department’s student association.

They said their daily motivation comes from witnessing the struggles of tomato farmers, who often lose significant income due to spoilage. Inspired by research and encouraged by feedback from medical professionals, the team believes their tomato-based beverage offers both a health benefit and a social solution. It not only helps reduce food waste but also promotes food security by providing a stable market for excess produce.

The journey has not been without its challenges. The team highlighted that access to capital and resources remains a significant barrier for many young entrepreneurs in Ghana. Nevertheless, their venture has gained traction, thanks in part to support from the Kosmos Innovation Center (KIC), which, through funding from the Mastercard Foundation, has helped bring their concept to life. They are now making early sales and seeing measurable impact.

Tomavi Wines has already reached over 1,000 farmers as part of its supply chain development and was declared the winner of the 2024 Kosmos Innovation Center Agritech Classic Finals Pitch Competition. The team envisions scaling up production, expanding across Africa, and becoming a leading producer and exporter of tomato-based beverages within five years. They plan to build partnerships with farmer groups, hotels, investors, and stakeholders within the food and beverage industry to expand their reach and deepen their impact.

In addition to offering a high-quality product, the founders hope to empower more youth through entrepreneurial training and mentorship. They believe the government, in collaboration with the private sector, should do more to support young innovators by integrating entrepreneurship into the education system and investing in skill development programs. They emphasized that when young people are taught to create solutions rather than rely on comfort, the entire economy benefits.

Reflecting on their journey, they advise aspiring entrepreneurs to stay focused, work hard, and never give up. They acknowledged that the road is never easy, but with perseverance, dedication, and the right mindset, success is within reach. Their motto, they said, is simple: “When there’s a will, there’s a way—and the journey itself is the reward.”

Tomavi Wines stands as a shining example of youth-led innovation and determination. As the founders look to the future, they remain open to partnerships with investors, international organizations, hotels, and others who share their vision for reducing food loss, empowering farmers, and building a more sustainable and inclusive economy.