A year ago, James Otemolu launched FindChow, not just to start a business, but to answer a question that many of us in the Afro-Caribbean community have been asking for years: Why is it so hard to find Afro-Caribbean food on mainstream delivery platforms? James didn’t just see this as a business gap, he lived it. As someone connected to the everyday experiences of the African diaspora in the UK, he knew the frustration of searching food apps for jollof, egusi, or amala and coming up empty. And he knew he wasn’t alone.
So, he decided to do something about it. Before building the platform, we went straight to the people who mattered most.
- Over 1,100 Afro-Caribbean food lovers were surveyed.
- Dozens of vendors across London, Plymouth, and beyond were interviewed.
And the message was loud and clear:
- 85% of consumers said FindChow would solve a real, unmet need.
- Nearly 90% wanted online access to African groceries.
- 79% said they struggled to find African restaurants on current food apps.
Vendors voiced even deeper concerns about high commissions, low visibility, lack of cultural understanding, and digital systems that didn’t reflect their values. We discovered that there was strong enthusiasm from both consumers and merchants for a dedicated platform that authentically represents African food and supports community-driven growth.
FindChow was created to bridge this cultural and commercial gap by giving Afro-Caribbean food the platform it deserves, empowering local vendors with fairer terms, and helping diaspora communities connect with their culture through food.
Fast forward one year, and that idea has become a growing movement. FindChow is now live in Plymouth and Birmingham, proudly connecting people with the food they love and the vendors who make it possible and here’s what we’ve accomplished together:
- 630+ completed orders,
- Over 850+ app downloads,
- And over 13 trusted Afro-Caribbean vendors across Plymouth and Birmingham
Our Mission & Vision
At FindChow, we’re guided by two simple but powerful beliefs:
Mission:
To empower underrepresented food businesses — beginning with African and Caribbean vendors — by giving them a dedicated platform that makes their menus more visible, their food more accessible, and their voices more appreciated.
Vision:
To become the go-to platform for discovering and celebrating the rich food cultures of the BAME community in the diaspora — starting with Afro-Caribbean cuisine and expanding across the globe.
We are committed to giving Afro-caribbean food the platform it deserves, one order at a time. But, like any startup, our journey hasn’t been smooth. Nonetheless, every obstacle has helped shape who we are today. For example, breaking into a crowded market and competing with giants has made it tough to win vendor trust, but that has made us work harder to earn their trust. Additionally, limited funding has slowed down some of our ambitions, but it forced us to focus on high-impact features like referrals, vendor discovery, and better personalisation. Despite the odds, we’re growing, and we are proud of it.
What’s Next for FindChow?
We’re thrilled to announce that we’re expanding to a third UK city soon. Our team is already working on vendor partnerships, local rollout, and community engagement. Can you guess what city we’re coming to next? Let us know in the comment section.
Whether you’ve placed one order, told a friend, partnered with us, or simply downloaded the app, you’ve helped us make this happen. Thank you for sticking with us. If you are new here, head to our website to download the FindChow app and start placing your orders.
