Oluwatobi Osobukola-Abubu, known as Tobi, arrived in the United States from Nigeria in 2013 as a diplomat. Shortly after arriving, her life took an unexpected turn when her son was diagnosed with autism and her daughter with a learning disability.
As a single mother, she realized the care and resources her children needed were not available back home.
Staying in the U.S. meant rebuilding her life and finding financial stability. Traditional employment proved difficult because caring for children with special needs requires flexibility that most full-time jobs cannot provide.
Entrepreneurship became both a necessity and an opportunity.
Drawing from her upbringing in a family of entrepreneurs, Tobi launched Fritters and Roast LLC, a business inspired by traditional Nigerian foods with the help of the Food Business Venture Initiative by LEDC. Her mother ran a restaurant in Nigeria for nearly 20 years, and that early exposure to business helped shape Tobi’s path forward.
The Business Idea
Tobi began by selling Nigerian vegan finger foods at farmers’ markets and catering events. Many Nigerian dishes are naturally plant-based, but they are rarely marketed as vegan. She saw an opportunity to introduce these foods to a broader audience looking for healthier options.
While participating in the Union Kitchen Accelerator program, she explored commercially packaging her products. During sampling events, something unexpected happened. Customers loved her drinks.
The beverages are hibiscus-based juices blended with fresh fruit. They quickly became the standout product.
In early 2024, she launched two bottled flavors:
- Hibiscus with pineapple, lemon, and ginger
- Hibiscus with watermelon and lime
The drinks are all natural and sweetened with agave. They contain no additives or preservatives.
Soon after launch, the beverages were stocked in Union Kitchen retail stores, giving the brand far greater exposure.
The Challenge
While the business showed strong potential, funding was a major obstacle.
Tobi needed capital to purchase bottles, labels, and packaging materials required to launch into retail stores. As an immigrant entrepreneur without deep financial networks in the United States, traditional financing options were difficult to access.
In 2023, while selling at a farmers’ market, she met Martha Leuro from Life Asset. Martha introduced her to the organization’s small business loan program.
At first, Tobi was unsure she would qualify for a loan. Martha encouraged her to apply.
The Life Asset Solution
Life Asset approved Tobi’s first loan of $1,200. The funding allowed her to purchase bottles and labels and officially launch her beverages in stores.
The impact was immediate.
The loan helped her move from selling at small-scale farmers’ markets to retail distribution. As the business grew, she repaid the loan and later applied for additional funding through Life Asset to support expansion.
Beyond financing, Tobi found value in Life Asset’s support system.
She highlights several aspects of the program that made a difference:
- An accessible application process that does not require the complex procedures typical of traditional banks
- Peer accountability groups that help entrepreneurs stay responsible with funding
- Regular check-ins from Life Asset staff to monitor progress and provide support
- Educational workshops on topics such as credit and financial management
For a small business owner balancing production, sales, deliveries, and childcare responsibilities, this support made a meaningful difference.
A Turning Point
One of the biggest breakthroughs for Fritters and Roast came when the drinks launched in stores.
While catering introduced the brand to people, retail distribution significantly expanded its reach. More consumers discovered the products, and demand began to grow.
At the same time, production capacity became the biggest constraint. Tobi was managing production, marketing, deliveries, and in-store demonstrations largely on her own.
To keep up with demand, she needed to increase production capacity.
Recently, the company secured grant funding for bottling equipment capable of producing up to 800 bottles per hour. This new equipment dramatically increases the company’s ability to scale.
Community Impact
Even as she builds her business, Tobi remains deeply connected to her community. Her company supports several initiatives, including:
- Providing food and drinks to individuals at nearby shelters
- Hiring individuals from a neighboring homeless shelter for temporary work
- Mentoring trauma survivors who are rebuilding their lives
- Supporting other entrepreneurs with advice and guidance
For Tobi, creating impact does not require a large company or significant resources.
“You do not have to wait until you have a lot to create impact,” she says.
Looking Ahead
The next goal for Fritters and Roast is securing its own production space to support continued growth.
With new bottling equipment and expanded product flavors, including hibiscus with rose water and hibiscus with Japanese yuzu, the company is preparing for its next stage.
Tobi hopes Life Asset will continue to be part of that journey by supporting future funding needs.
Advice for Other Entrepreneurs
Based on her experience, Tobi encourages other entrepreneurs to take advantage of programs like Life Asset.
Her advice is simple.
Be prepared with documentation when applying for funding. Follow the guidance and accountability systems provided. Take advantage of the training and resources offered.
“Life Asset will work with you to make sure you can get the funding,” she says.
The Result
What began as a farmers’ market business has evolved into a growing beverage brand with retail distribution and the production capacity to expand.
With support from Life Asset and other local programs, Tobi turned a personal challenge into a thriving business while continuing to support her community.