/ Belief
We believe that Africa’s future image will be largely shaped by the brands it is able to produce, and their ability to attract and move global audiences.
We’re investing in, and building with, like-minded founders to change perceptions of Africa.
Our experiences have led us to realise that the main barrier to the continent’s growth is neither capital nor infrastructure, but the negative perceptions surrounding it, which are held by both Africans and non-Africans alike. The world is moving past Africa’s old messages, but there are still too few alternatives in the mainstream to point towards. We think this is an African problem, which has led us to partner with like-minded investors and build with passionate founders to change the narrative.
#MustardThinking
We and the investors and founders we work with are entrepreneurs whose passions have moved us to focus on Africa. We are an intentionally small venture agency with an intentionally large ambition: to grow the self-confidence of a continent. Some may not understand us or consider our mission overwhelming. But our vision and accumulated experiences since starting has led us to develop #MustardThinking.