In the first in a series of profiles of street food entrepreneurs that have been supported by the McCain Streets Ahead Programme powered by KERB, Woin Tegegn explains how she exploited a gap in the market for flavourful, plant-based Ethiopian food
After moving to London from Ethiopia, Woinshet Tegegn began to teach people how to cook vegan cuisine from her home country, until recently, when she felt like leveraging her skills and taking on a new challenge.
Tegegn had identified a gap in the market for authentic, flavourful plant-based food that reflected her heritage, and this was parlayed into her teaching more than 1,000 people to cook the dishes she had grown up with, as well as undertaking work at some catering events.
Having built up a strong reputation for her food, this gave her the confidence to take the next step, of starting to trade from her own hospitality business. But this represented something of a major departure from her comfort zone: “I wanted to do something new, but I had no experience apart from the cooking classes,” she said.
The answer came with McCain’s Streets Ahead Programme, which enabled her to gain the relevant knowledge via the various course workshops under the initiative. “I learned a lot on the course and most of it was new to me. The health and safety element was the easiest, while the most useful was managing stock. When you rent a place it involves regular stock management, but with street markets it is all about the logistics [of moving stock],” she explains.
Streets Ahead also provided her with the funding to buy the necessary kit for her venture, which she named Ethiopic Kitchen. On first trading at Cowcross Yards in London as part of KERB’s InKERBator programme, she admits to a level of “panic at first”, but she settled in and adapted her menu to providing eight options that are variations on two core platter dishes, with one based around mushrooms.
The dishes are prepared ahead of time at a rented space, which she says is a challenge because of the cost involved. However, it is a necessary move because undertaking such activity at home requires permissions from landlords, she says. This additional cost has to be factored into Tegegn’s future plans, to trade at other street food markets.
Tegegn says the six weeks at Cowcross Yards were extremely beneficial – partly because the location has a supply of electricity. This is a serious consideration for Tegegn because her cuisine requires her to use this utility rather than gas and some other markets only supply gas for cooking.
As well as building the brand through a presence at markets, she also has the longer-term vision, of launching a retail spice range and opening a combined community café and teaching space. This will enable her to continue with her initial objective of teaching people about Ethiopian cuisine.
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