Maniodix : promoting the use of cassava products

Maniodix is the trade name of natural products made from manioc/cassava. It is manufactured locally by DCF Roots Company Ltd since 2010 by three friends. This year, the company will venture on the International market.

At the start, the idea was more of a social project aiming at providing unemployed women the opportunity to earn a living. However, it was observed that the project was too complicated. Hence, three couple friends decided to join hands and set up the small business. Currently, DCF Roots is mainly managed by Lisebeth Francisque and Christiane Chowree.

Initially, the idea was to produce cassava-based frozen products. But as they started working, they decided to diversify their productions. They began to make cassava powder for the production of cereals, gratins and soups. Maniodix is a homemade product and consists of a range of healthy products such as flavored cereals (Vanilla and Almond-without sugar), instant gratin mix and soup. In 2014, the small business was awarded first prize in the agri-food segment of the National Women Entrepreneur Council Award.

Healthy solutions

Christiane Chowree reveals that the cassava is a healthy product and do not contain gluten. “There are many people that are allergic to gluten and hence look for products which are gluten free. Maniodix is one of them. Cassava has various health benefits such as lowering blood cholesterol, building strong bones and teeth, help regulate heart rate and blood pressure, among others,” she says.

According to the entrepreneur, the Mauritian people must take advantage of this product, as it is easy to consume and readily available in the market. “The cassava we use comes mainly from planters in the north of the island. We also get supplies from other growers to supply us with the necessary quantity. If tomorrow, Mauritius faces a food crisis, we have a local substitute in the form of Cassava.”

Production

Until now, the small company has not experienced a shortage of raw materials. Till now, the company is not operating at its full capacity and has five persons working as part timers. Since June 2016, the company has been benefiting from the help of IBL as its distributor. IBL is now responsible for the distribution of Maniodix products throughout the island.
Once it reaches the enterprise’s plant, the cassava is peeled, grated, grilled and then grounded. Christiane Chowree explains that all the work is done manually and with the help of machines. “Once the cassava powder is produced, it is used to make manioc soup, gratin and cereal. For the soup, ingredients are added and the cereals are flavoured with flavours including vanilla, almond and chocolate. The product is thus available in vanilla, almond, sugar-free almond and chocolate. The product is completely natural, preservative-free and gluten-free. We did not want to produce what is already on the market. Our cassava powders are used to make biscuits and cakes.”

Obstacle to tackle

One of the main issues faced by Maniodix, as highlighted by the entrepreneur, is changing the eating habits of local people. She states that a Mauritian has already their own list of food that they prefer to consume as breakfast. “It is really difficult to change the taste of Mauritians. They are very attached to their traditions. So it was challenging at first to enter the market. But gradually we have been able to manage.”

Another issue that they addressed was investment and financing. “We want to launch a series of new varieties of products but this means more investment. We invested over Rs 1 million. We need additional funding for further projects. We have personal loans. We absolutely need funding to expand. Sometimes, a bank looks for guarantees. We cannot put our houses on mortgage.” Marketing and publicity is very costly, says Christiane Chowree. “Visibility is key for SMEs. In Mauritius, marketing is costly. We have to rely on fairs to promote our products.”  

Exports

It is a real boost for SMEs to be able to export their products to the UK. Christiane Chowree had always dreamt of exporting her products and soon her dream will come true. She got an opportunity for export and she is very happy about it. “We are also targeting countries like Australia where Mauritian products are always welcomed.”