Nigeria - Startup under 3 years old

Describe your project or startup in a few words

We’re a clean-tech brand transforming post-harvest fruit waste into 5X skin-friendly dishwashing liquid. Our Eco-Top-Up system cuts single-use plastics, offering affordable, sustainable dishcare products that promote environmental and economic growth.

01.01 Describe your startup in more detail

Machoice Nigeria is a NAFDAC approved dishcare brand established in 2021. We produce, package, distribute and refill 5X skin friendly dishwashing liquid and grow natural dish sponges. conventional dishwashing liquids contribute to excessive plastic waste and often contain harsh chemicals that irritate the skin but we at machoice, eliminate the use of major irritants like caustic soda and harness the power of fermented enzymes, coco-derived oil, and vegetable glycerin in our eco-friendly formula. It also has a rinse aid that helps reduce water wastage while rinsing. Machoice packaged dishwashing liquid is in 3 varieties, Classic, Lemon and mint for 1000ml, 500ml and 250ml. Our eco-top-up service provides a sustainable alternative whereby customers can refill their existing containers, bottles, jars or gallons with our eco-dishwashing liquid at a designated stations, saving them money, reducing single use plastic waste, and promoting a healthier cleaning experience with no itchy hands.

01.02 What is the main problem you are trying to solve?

Currently, the market is flooded with dishwashing liquids that are not only toxic but also contribute significantly to plastic waste. Most of these products are packaged in single-use plastic bottles, exacerbating the global plastic pollution crisis. Many of these dishwashing liquids may cause skin irritation and other health issues due to their harsh chemical compositions. In Nigeria, with a population of over 200 million, the consumption of these products leads to a substantial amount of plastic waste that ends up in landfills and water bodies, posing severe environmental hazards. Furthermore, the problem of post-harvest loss in perishable fruits like pineapple and citrus is another pressing issue, affecting farmers' incomes and contributing to economic instability. Our aim is to tackle these interconnected problems by offering a sustainable, skin-friendly dishwashing solution that reduces plastic waste and supports local farmers through the utilization of fruit waste.

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

• Our Eco-Top-Up system significantly reduces plastic waste by allowing customers to refill their containers at designated stations, promoting responsible consumption and contributing to a cleaner environment. • Our dishwashing liquid is formulated with 5X skin-friendly ingredients, including coco-derived oil and vegetable glycerin. This ensures effective cleaning without causing skin irritation, providing a healthier alternative to conventional dishwashing liquids. • By using enzymes from fruit waste, we convert post-harvest losses of perishable fruits into income for farmers and roadside fruit sellers. This supports local agriculture, financial inclusion and sustainable economic growth in low-income communities. • Our plant-based sponges are biodegradable, reducing plastic waste and environmental impact. They are gentle on dishes and hands, made from natural plant fibers and providing an eco-friendly, greener and cleaner planet.

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

We primarily target households, especially women responsible for dishwashing tasks, and offer affordable, high-quality products through our Eco-Top-Up refill system, promoting sustainable practices and reducing costs. Our products also benefit food establishments such as restaurants and cafes with effective, skin-friendly dishwashing liquid. We support farmers by converting post-harvest losses of perishable fruits into enzymes used in our formula, providing them with extra income.

01.05 When was your company established?

2022-03-02

01.06 Are you already selling your product/service?

Yes

01.07 How many other owners are there within your startup?

1

01.08 Among the other owners, how many are female?

1

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

My journey began in my first year at university when my roommate experienced persistent itchy hands from using regular dish soap because she could not afford the expensive ones. This sparked my interest in finding a better, affordable alternative free from harmful chemicals like caustic soda. I hold a Bachelor's degree in Agricultural Economics and Farm Management from the University of Ilorin with a 4.41 CGPA and have completed entrepreneurial training from Queens University Kingston and Honoris United University through Jamii Femmes. Currently, I am pursuing a part-time MSc in Logistics and Supply Chain Management at Lagos State University. Our work has been recognized with awards such as the 25under25 Awards SME100AFRICA, BIF UEIP Awards 2022, and Icons Awards Iconic Start-up of the Year 2023. I have worked in production and quality control at Yaali Foods, sales representation at Lankhaff L. Nig Enterprises, GHW cosmetics Lab and sales & logistics at Niger Biscuits Co. Ltd.

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

01.11 Which industry best describes your project?

b) Materials (agriculture, fishing, chemical products, construction materials, containers and packaging, metals and mining, paper and forest products)

02.01.01 My startup contributes to the No poverty goal

6

02.01.02 No poverty - Justification for my startup

Our startup contributes significantly to the goal of No Poverty by creating job opportunities and generating income for various stakeholders. We provide farmers and roadside fruit sellers with an additional revenue stream, helping to alleviate economic hardships. Our affordable Eco-Top-Up refill system reduces costs for low-income households, allowing them to access high-quality dishwashing solutions without financial strain. We offer training programs for students and NYSC corp members on producing eco-friendly cleaning products, equipping them with skills and start-up kits to launch their own ventures.

02.02.01 My startup contributes to the Zero hunger goal

5

02.02.02 Zero hunger - Justification for my startup

For us at Machoice, we significantly contribute to the Zero Hunger goal by promoting sustainable agriculture and reducing food waste. We source enzymes from post-harvest fruit waste, transforming what would otherwise be discarded into valuable ingredients for our dishwashing liquid. This not only provides farmers with an additional income stream but also reduces food waste, ensuring that agricultural produce is utilized more efficiently. By getting fruit waste from farmers and roadside fruit sellers, we support their livelihoods and help them achieve better food security and improved nutrition for their families. Our initiatives align with promoting sustainable agriculture, as we encourage responsible consumption and production practices that benefit both the environment and the agricultural sector.

02.03.01 My startup contributes to the Good health and well-being goal

6

02.03.02 Good health and well-being - Justification for my startup

Machoice is deeply committed to promoting good health and well-being by providing eco-friendly and skin-friendly dishwashing liquid and plant grown dish sponge. Common dishwashing liquids usually contain harsh chemicals that can cause skin irritation and other health issues unlike, our product that is formulated with 5X skin-friendly ingredients, including coco-derived oil and vegetable glycerin, ensuring it is gentle on the skin and safe for endusers. This significantly reduces the risk of dermatitis and other skin conditions associated with prolonged exposure to harsh chemicals. Our Eco-Top-Up refill system encourages sustainable practices by reducing plastic waste, which contributes to a cleaner environment and healthier living conditions. Our community training programs also educate participants on the health benefits of using eco-friendly products, promoting health and well-being.

02.04.01 My startup contributes to the Quality education goal

6

02.04.02 Quality education - Justification for my startup

In 2023 and 2023, we conducted training programs for 300 secondary school students and 100 NYSC corps members, providing them with skills in making eco-friendly dish soap after which we gave out certificates, handbooks, and startup kits, promoting lifelong learning and entrepreneurship. We contribute to inclusive and equitable quality education and create opportunities for sustainable livelihoods by empowering young people with practical skills.

02.05.01 My startup contributes to the Gender equality goal

4

02.05.02 Gender equality - Justification for my startup

02.06.01 My startup contributes to the Clean water and sanitation goal

7 - Strongly Agree

02.06.02 Clean water and sanitation - Justification for my startup

Our business significantly contributes to SDG 6, Clean Water and Sanitation by offering eco-friendly dishwashing liquid that promote sustainable water use and improve sanitation for kitchen hygiene. Our dishwashing liquid is formulated with 5X skin-friendly ingredients and includes a rinse aid that reduces water consumption during the rinsing process. This not only conserves water but also ensures that less contaminated water enters the drainage system because we minimize chemical runoff into water bodies by using enzymes from fruit waste. Our Eco-Top-Up refill system minimizes plastic waste that prevents pollution in water bodies. We are keen on sanitation that is why we help families unlock the key to a safe and a healthy kitchen environment.

02.07.01 My startup contributes to the Affordable and clean energy goal

5

02.07.02 Affordable and clean energy - Justification for my startup

We are committed to ensuring access to affordable, reliable, sustainable, and modern energy for our operations. We aim to reduce our reliance on non-renewable energy sources and lower our carbon footprint by installing solar panels to power our production facilities.

02.08.01 My startup contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification for my startup

Our startup significantly promotes SDG 8 by creating job opportunities and fostering economic growth. We employ local workers for production, packaging, and distribution, ensuring fair wages and decent work conditions. We also provide additional income streams for farmers and fruit sellers by converting fruit waste into enzymes for our dishwashing liquid. Our Eco-Top-Up refill system stimulates local economies by reducing costs for consumers and supporting sustainable practices, thereby promoting inclusive and sustained economic growth. We employ secondary school leavers who are yet to gain admission into higher education level, we recruit NYSC members into the production system in the factory and employ graduates for customer service and sales.

02.09.01 My startup contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification for my startup

At machoice we promote SDG 9 by fostering innovation and promoting sustainable industrialization. Our Eco-Top-Up refill system is an innovative solution that reduces single-use plastic waste that supports sustainable practices. We invest in advanced, eco-friendly production infrastructure, ensuring resilient and efficient manufacturing processes. We not only innovate within the dishcare industry but also support a circular economy by integrating enzyme technology derived from fruit waste. This approach not only improves our environmental footprint but also sets a new standard in the industry for sustainability and efficiency.

02.10.01 My startup contributes to the Reduced inequalities goal

4

02.10.02 Reduced inequalities - Justification for my startup

02.11.01 My startup contributes to the Sustainable cities and communities goal

6

02.11.02 Sustainable cities and communities - Justification for my startup

Our business significantly contributes to making cities and communities more sustainable. Through our Eco-Top-Up refill system, we reduce the need for single-use plastics, decreasing urban waste and promoting environmental sustainability. This initiative helps cities manage waste more effectively, making urban areas cleaner and safer. Our products are also skin-friendly and eco-friendly, promoting healthier living environments.

02.12.01 My startup contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification for my startup

Our startup strongly supports responsible consumption and production by integrating circular economy principles into our business model. The Eco-Top-Up refill system allows customers to reuse containers, as they can bring their previous galoons, plastics or containers and this significantly reduce the single-use plastic waste and promote a more sustainable consumption patterns. We ensure efficient resource use and minimize waste by converting post-harvest fruit waste into valuable enzymes for our dishwashing formula. This is not just to support environmental sustainability but also it helps to provide additional income for farmers and road-side fruit sellers, thereby contributing to a more sustainable production ecosystem. Our commitment to eco-friendly and skin-friendly products ensures that our production processes are not harmful to the environment water system or human health, this helps us to promote responsible consumption and production.

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

Our startup is dedicated to combating climate change through various eco-friendly practices and innovations. With our Eco-Top-Up refill system, we significantly reduce the demand for single-use plastic bottles, thereby lowering plastic production and waste, which are major contributors to greenhouse gas emissions. Our dishwashing formula includes enzymes derived from fruit waste, promoting the use of renewable resources and reducing the environmental impact associated with synthetic chemicals. This practice not only mitigates the effects of climate change but also supports sustainable agricultural practices by providing an alternative use for post-harvest fruit waste. Our commitment to eco-friendly, biodegradable, and skin-friendly dish care products ensures that our operations contribute minimally to pollution and environmental degradation, further aligning with global climate action goals.

02.14.01 My startup contributes to the Life below water goal

7 - Strongly Agree

02.14.02 Life below water - Justification for my startup

We are committed to conserving marine ecosystems by minimizing plastic waste through our Eco-Top-Up refill system, reducing the number of single-use plastic bottles that often end up in oceans. Our dishwashing formula is biodegradable and free from harmful chemicals that could pollute water bodies and harm marine life. We help prevent ocean pollution and contribute to the sustainable use of marine water bodies and aquatic ecosystems.

02.15.01 My startup contributes to the Life on land goal

5

02.15.02 Life on land - Justification for my startup

We contribute to the circular economy and minimize waste sent to landfills because we covert fruit waste into valuable ingredients for our dishwashing formula.

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

4

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

02.17.01 My startup contributes to the Partnerships for the goal

6

02.17.02 Partnerships for the goal - Justification for my startup

We actively engage in partnerships and collaborations to achieve sustainable development goals. We contribute to economic growth and environmental sustainability by collaborating with local farmers to source fruit waste for our dishwashing formula. We also looking to partner with Gas refill stations, Shoprite, and supermarkets to expand our distribution network, making our Eco-Top-Up system widely accessible to households and end users. We also collaborate with our suppliers for packaging and orher raw materials. These partnerships promote responsible consumption and production by reducing plastic waste and supporting eco-friendly practices. This show how much we are keen on global partnerships which aligns with sustainable development with SDG 17 very well.

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

7 - Strongly Agree

06.02 The product/service represents an entirely new type of product/service.

4

06.03 The product/service could be described as a new technology.

5

06.04 The product/service is an improvement on an existing product or service.

6

06.05 The product/service could be described as an extension of a range of products or services.

5

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

6

06.07 The product/service is a new version of an old product/service.

6

06.08 Justification for my startup

Machoice Nigeria is uniquely positioned in the market due to our innovative approach to dishcare through our Eco-Top-Up refill system and enzyme-based 5X skin friendly dishwashing formula. While similar products exist, our refill system significantly reduces single-use plastic waste which gives a sustainable and economical option. Our dishwashing liquid is made with enzymes from fruit waste, converts post-harvest losses into valuable resources, benefiting farmers and fruit sellers. This natural, sustainable ingredient, combined with coco-derived oil and vegetable glycerin, ensures our product is effective and skin-friendly, appealing to health-conscious consumers. Our solution meets the growing demand for environmentally responsible household products by providing a sustainable, affordable alternative that reduces environmental impact. Unlike others, Our plant-based sponges are biodegradable, reducing plastic waste and environmental impact. They are mild on dishes and hands.

06.09 Competitive Analysis

Our main competitors are Morning Fresh, Mama Lemon, 2Sure, Viva, and Sunlight. What sets Machoice apart from these brands is our commitment to innovation, sustainability, and customer satisfaction. Unlike common dishwashing brands, we prioritize eco-friendly solutions that not only clean effectively but also minimize environmental impact and promote healthier living. Our unique Eco-Top-Up service allows customers to refill their containers, significantly reducing plastic waste and demonstrating our dedication to sustainability. Our dishwashing liquid features a skin-friendly formula free from harsh chemicals and enriched with enzymes derived from fruit waste, ensuring effective cleaning and a safer, more pleasant experience for our customers. We also have natural plant grown dish sponges, which are biodegradable and reduce the environmental footprint further. We are developing a mobile app to enhance convenience and accessibility, making our Eco-Top-Up service a smart refill solutions.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

Yes, I actively promote female entrepreneurship in my community. At Machoice, we prioritize hiring women, and creating a supportive environment for female employees to grow and excel. In November 2022, I trained 300 students (80% female) in making dish soap, providing certificates, handbooks, and startup kits. We maintain a platform for monthly discussions on their income generation and challenges. During my 2023 NYSC camp, I trained 100 interested corps members. I lead the Mia Impact Network with 15 young entrepreneurs from Nigeria, supporting them by sharing opportunities and guiding them in their applications. I assist them in selecting business names, registering their businesses, designing logos, and teaching them to use smartphones to create appealing designs for promoting their small businesses. Examples include Rezarh Baking and Yusy Elegance. This May, I volunteered in Shomolu community's "Project Clothe the Street," benefiting many women with free clothing and accessories.