London's Ethnic Grocery App, Oja

A London-based delivery start-up receives funding to revolutionise access to cultural and ethnic produce.

08:53 16 November 2021

Oja, a London-based ethnic grocery app, aims to fuel expansion following a £2.5million funding. 

 

The firm, which gives diverse communities across the UK access to the very best in cultural produce, has recently raised £2.5million in a pre-seed funding round led by LocalGlobe and participated by Tiny VC and black angel group, Acequia Capital and HoaQ Fund. 

 

Oja confirmed that the new funding will be used to further develop its technology and fuel its expansion into new cultures and regions over the coming months. 

 

“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,” said Mariam Jimoh, Oja’s founder and recent Forbes 30 under 30 award winner. “It’s a means of connection between family and friends over shared meals, recipes passed down through the generations, and there are stories behind food. 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 said: “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.”

 

Sharmadean Reid, founder and CEO of The Stack World said: “Oja is an exciting and much-needed service that will benefit people that want more choice when it comes to buying ethnic produce and busy professionals who do not have time to visit their local high street. It is great to see VCs and investors backing a woman-led startup. So many innovative tech companies founded by women are overlooked and it is vital they receive the investment and the support they need to grow so the tech industry can reflect the needs of everyone across society. I am proud to be backing a woman-led app and hope this trend continues.”