From Struggle to Stability
For 58-year-old Paulicap Ezekwe, life was a daily battle. Burdened with family responsibilities and minimal income, he left Imo State for Lagos in 1995, hoping to find better opportunities. Over the years, he endured countless hardships—working as a bus conductor, selling insecticides, and juggling odd jobs. It wasn’t until he joined Nestlé Professional’s MYOWBU programme that he found a path to financial independence.
“This business is what I have. By God’s grace, we eat two meals a day,” Ezekwe said, smiling. “If it wasn’t going well, I would have left long ago.”
Similarly, 45-year-old Ezekiel Ritu, a former small-time trader in Lagos, found hope through MYOWBU in 2010. Today, he supports his family, pays his child’s school fees, and even owns land in his home state.
“By the grace of God, I’m living fine. This business keeps my family going and helps me plan for the future,” he said.
Even younger entrepreneurs are benefiting. Twenty-five-year-old Yaba College of Technology student Foluke Ojo sells Nescafé and Milo at bus stops around Ikeja. Her earnings cover tuition and family expenses.
“I sponsor myself in school and also take care of my mother and siblings. In just a few hours, I make between N2,500 and N3,000 profit daily,” she said.
Recent graduate Emenike Emmanuel, 28, echoed the sentiment. After struggling to find a job post-graduation in 2021, he joined MYOWBU and began earning a steady income.
How MYOWBU Works
Launched in 2012 by Nestlé Professional, MYOWBU equips participants with the tools to succeed: pushcarts, beverage kits, training, and mentorship. Operators sell Nestlé’s hot beverages on the streets, keeping a portion of the profits.
“MYOWBU provides fully branded pushcarts and essential materials at no cost,” said Nestlé Professional Business Manager Mrs. Funmi Osineye. “At the heart of this initiative is a belief in the power of entrepreneurship to transform lives.”
Participants typically sell 60 to 70 cups daily, and many transition from street vendors to full-time distributors or business owners. Joseph Abraham, now a Nestlé distributor, started as a pushcart operator and now runs his own distribution business. “Dreams do come true,” he said.
Strengthening the Informal Economy
Nigeria’s informal sector is a key driver of economic activity. The Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) estimates that over 50 million informal businesses operate in Lagos alone, contributing significantly to GDP, employment, and revenue. Programmes like MYOWBU not only reduce unemployment but also bolster this vital sector.
For many participants, running a MYOWBU business is more profitable than traditional office jobs. Ezekwe laughed, “No office worker can manage me, and I can’t manage them. They can’t pay me more than ₦70,000. I make more than that here.” Ritu added, “I make about ₦100,000 in profit monthly. I prefer this business to an office job that won’t meet my needs.”
Expanding Reach and Impact
MYOWBU has grown significantly, with over 400 operators working across busy Lagos areas like Oshodi, Agege, Mile 12, Ojuelegba, and Ikeja. The programme has also expanded to Abuja, Port Harcourt, Enugu, and Kano. In May 2025, Nestlé upskilled over 300 operators in Lagos, emphasizing entrepreneurship, mentorship, and inclusive growth.
“This programme is not just about selling coffee; it’s about building confidence, ambition, and leadership,” Osineye said.
Industry Praise and the Road Ahead
Government officials and industry experts laud MYOWBU as a model for corporate-led job creation. Sulaimon Abolore, Assistant Director at the Lagos State Ministry of Commerce, Cooperative, Trade and Investment, said, “We commend Nestlé for focusing on youth employment and aligning with the state’s job creation goals.”
Veteran operator Adeosun Michael credited the programme with transforming his life: “I built a home, raised a family, and learned that consistency pays.” Ikechukwu Jude, CEO of ISwitch Electrical Enterprises, called it a “game-changer,” while media consultant Ukaobisike Uzoije described it as a replicable model that emphasizes mentorship, discipline, and customer focus.
As Nigeria continues to tackle high youth unemployment, initiatives like MYOWBU demonstrate that practical, enterprise-focused solutions can turn job seekers into job creators, empowering individuals and strengthening communities along the way.