Oja, a Nigerian-founded ethnic grocery delivery service, has raised $3.4 million in a pre-seed funding round led by LocalGlobe.
Acequia Capital, Tiny VC and black angel group, HoaQ Fund also participated, alongside angels said to be associated with Sainsbury’s, Taster, Booking.com, Deliveroo, Trouva and King.com.
Founded in 2020, Oja, which is Yoruba, a Nigerian language, for market, ships orders from its own warehouses and dark stores to homes across London.
At launch, it is focused on Afro-Caribbean cultures and has plans to expand further to cover more cultures, and more communities nationwide in the coming year.
“Food is intrinsically linked to who we are, and how we relate to our cultures. It offers us a sense of familiarity, it stirs emotions and memories,” says Mariam Jimoh, Oja’s Founder.
“It’s a means of connection between family and friends over shared meals, recipes passed down through the generations, and there are stories behind the food. Each one represents a marker of our identity.”
“We’re not building just another grocery delivery platform. We’re building an online destination for cultural communities; one that enables people to connect with their heritage and feel a sense of belonging. Wherever and whatever feels like home to them.”
George Henry, General Partner at LocalGlobe, comments: “In a sea of grocery delivery services and apps, Oja stands out for taking a new and refreshing approach. One that centres on community, heritage, and access, as much as speed, convenience and variety. “
“From the use of technology to her relationship and deep connections with suppliers and her full-stack approach, Mariam and her team are building a game-changing company that is set to raise the bar for the underserved communities across London, the UK and Europe.”
