What are we about?
CO-Founder
When we moved to the US in 1990, my wife and i were immediately confronted with the challenge of finding the rich African cuisines and grocery items we were accustomed to, back in Nigeria.
In the early 90s, African grocery sellers in the Atlanta area were almost non-existent. We had to come up with creative ideas on how to replicate some of the African dishes and soups, with a whole lot of substitution.
These experiments often went very wrong.
It never quite felt the same and eventually became an expensive task with little rewards. It made us even more nostalgic for the tastes of home.
The African grocery market remained heavily under-served, well into the 2000s. I recall many conversations between my wife and I about the need for a grocery store in the Alpharetta area.
Our Mission & Vision
why do we exist
Our mission and focus then (and our goal and focus now) remains the same:
"To bring the rich African cuisines to not just the immigrant population in America, but to all lovers of delicious, authentic food across many cultures and to continue to discover all the exciting ways, food unites us".
Commitment to the pursuit of exceptional quality without compromise.
We endeavor to support other small and local businesses through fundraisers, partnerships, collaborations, purchases and referrals.
We will never stop holding ourselves to a higher standard and we want our stakeholders and consumers to keep us accountable too.
As a Christian owned E-commerce specialty grocery company, we strive to operate and grow with strict adherence to the highest levels of integrity, excellence, and fairness.
Our primary goal is to let that commitment permeate through all of our dealings with various stakeholders (Customers, employees, owners, suppliers, and shipping partners).
Our Core Principles
what is our promise to you
Our Company Culture what do we stand for
Gboyega Oluwa
“At HATF, Your kitchen is part of our story“
A message from Reyn
AD SPECIALIST Code Name: KITKAT
Pros at what they do
The quest to finding perfect products has attracted professionals from different disciplines to TEAM HATF. From pharmacists to accountants, marketing and advertising specialists, all of TEAM HATF members have the passion and experience to do what they know is the best. Everyone at HATF is an expert in their craft. And more importantly, we are always ready to explore and experiment in order to keep on delivering products your body and taste buds will thank you for using.
TEAM
OPS MANAGER Code Name: ACCOUNTANT
ADMIN ASSISTANT Code Name: GI JANE
BRAND MANAGER Code Name: THE FIXER
DEV. SPECIALIST Code Name: Make it Reyn
THE INTERN Code Name: MVP
CHIEF FINANCE OFFICER (CFO)
CHIEF EVERYTHING OFFICER (CEO)
Things we believe in
Our vision for sustainable growth is founded on these 3 pillars which we encourage our customers, stakeholders and Industry, to hold us accountable to:
1) Quality Products at Reasonable Prices.
2) Community: We want our stakeholders and business partners to thrive. Our audience comprises farmers, wholesalers, retailers, employees and consumers.
3) Accountability and Sustainability: we remain laser focused on driving industry conversations towards higher product standards and to ever increasing standards of business ethics.
Let us know if we ever fall short of our promise and your expectations.
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At HATF Happy African Tropical Foods (fondly known as HATF by our customers), we have a Vision:
To be a global household name, known for product authenticity, pursuit of excellence and admirable business ethics.
