Oja was founded in 2020 by Mariam Jimoh. Starting small, Oja went from serving a small area in London to expanding and covering Greater London and now has services in Birmingham. Oja has products catering to well-known cultures such as Somalia, Nigeria, the Caribbean, North, and East Africa and so much more. Jimoh says “Within this community, we share a love of food. We feel the intrinsic link between who we are and how we relate to our cultures through food, and we share the frustration over its access.” Their range includes Halal options, as well as haircare and beauty products. As the grocery industry fails to cater to the wide range of cultures in the UK, Jimoh’s platform allows those ethnic minorities to comfortably shop for products catering to their needs.  

Raheem says, “There is such a natural connection with Oja for me, I can get my favorite home comforts, such as Biggas and plantain chips, and having access to these products at short notice is amazing.” He adds “I am excited to play a part in something with both potential and purpose.” Raheem’s support has shown that there are individuals who are willing to contribute to black culture, especially during a time when it can be hard for those from an ethnic background to find products that remind them of their cultural roots and products that suit them best.