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  • February 2018 (Revised March 2018)
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Kickstarting Tomato Jos in Nigeria

By: Sophus A. Reinert and Risa Kavalercik
  • Format:Print
  • | Language:English
  • | Pages:47
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Abstract

In the spring of 2016, Mira Mehta (HBS 2014), faced a difficult decision. Following a successful Kickstarter campaign and winning the second place in the HBS New Venture Competition—Social Enterprise Track, she had moved to Northern Nigeria, where she founded the tomato paste company Tomato Jos. Though her brand had gained traction, she had, in the face of endless foreseen and unforeseen obstacles, yet to produce any actual paste. As the Nigerian government pondered new tariffs to protect local alternatives against the competition of ostensibly cheap and low-quality “killer tomato paste,” Mehta considered a job offer from a major agricultural company that would secure her financially, but at the cost of her independence and, perhaps, of her dreams.

Keywords

Nigeria; Entrepreneurs; Import Substitution; China In Africa; Killer Tomato Paste; Mira Mehta; Tomato Jos; Developing Countries and Economies; Social Entrepreneurship; Cross-Cultural and Cross-Border Issues; Government Legislation; Business History; Emerging Markets; Business and Government Relations; Agriculture and Agribusiness Industry; Nigeria

Citation

Reinert, Sophus A., and Risa Kavalercik. "Kickstarting Tomato Jos in Nigeria." Harvard Business School Case 718-027, February 2018. (Revised March 2018.)
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About The Author

Sophus A. Reinert

Business, Government and the International Economy
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Related Work

    • March 2018
    • Faculty Research

    Kickstarting Tomato Jos in Nigeria

    By: Sophus A. Reinert
    • February 2018 (Revised March 2018)
    • Faculty Research

    Kickstarting Tomato Jos in Nigeria

    By: Sophus A. Reinert and Risa Kavalercik
Related Work
  • Kickstarting Tomato Jos in Nigeria By: Sophus A. Reinert
  • Kickstarting Tomato Jos in Nigeria By: Sophus A. Reinert and Risa Kavalercik
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