Our Journey

The Roselle journey commenced with the establishment of a modest processing facility in Sudan, Africa. Our primary objective was to unlock the potential for value creation across the entire supply chain, from farm to final product. Following the successful launch of our inaugural product, frozen mango slices, Roselle embarked on a growth trajectory. Our approach was centered on attentively listening to the needs of our end-users and strategically crafting solutions that simplified the lives of our clients. Hence, our slogan, “ Making Life Easy”.

This customer centric approach to client satisfaction enabled Roselle to swiftly evolve from offering a single fruit product to a comprehensive portfolio of 24 distinct products within just 24 months from our inception.

From the outset, sustainability has always been a part of our DNA. Roselle set ambitious goals, diligently working to process waste materials and transform them into valuable products. Mango stones were planted rather than discarded, while fruit and vegetable peels were processed into high-quality dried peel powders. Our workforce strategy was carefully designed to empower youth and women, making a positive impact in the communities we serve.

With our presence established in the local market, we identified daily supplies of fresh juices sold B2B as the next natural step in our progression in tandem with offering a wide range of frozen fruits distributed nationwide and available in numerous grocery store and local supermarket chains.

As our growth transcended national boundaries we ventured into international markets. The initiation of our export and import operations led us to identify the UK, EU, GCC (Gulf Co-Operation Council) and EAC (East African Community) markets as strategic hubs for our expansion and natural evolution. As a dynamic organisation with a steadfast commitment to perfecting the process of value creation from to farm to end-user we are poised and prepared for the next phase of our journey