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Street Food Stories - Mama Jollof
How did you first get into street food?
Street food came about after I’d been toying with the idea of starting my own business for quite some time. I was working as a beauty therapist, and after having my youngest son, I went back to work following maternity leave but quickly realised I wasn’t truly happy. While I love skincare and beauty, food had always been my real passion.
Friends and family had long encouraged me, always praising my cooking at family events, weddings and celebrations. At the same time, we were visiting lots of street food markets and noticed there was very little representation of the flavours we grew up with. Living in West London, there was nowhere we could easily find the Nigerian food w
e loved, and that really stood out to us.
It felt like the right moment to take the leap. Initially, street food wasn’t the plan at all, we actually started by developing cooking sauces, with jollof rice as our signature. The idea was to cut down the time it takes to cook it, making it accessible in 20 to 30 minutes on the hob or in the microwave.
When it came time to launch, we decided to introduce both the product and the street food together. We wanted people to see what we were about, what we could do, and the flavours we wanted to share. That combination is what ultimately became the foundation of our journey.
What’s the story behind your brands name?
Jollof rice is one of the most iconic dishes across West Africa, with each country, Nigeria, Ghana, Senegal and even each family having their own way of making it. That diversity is exactly what made it the perfect dish for us to showcase and introduce people to West African food, Nigerian flavours in particular.
Choosing jollof felt like a natural decision. It’s comforting, familiar and deeply rooted in home cooking. The name Jollof Mama reflects represents the mums, grandmas and family cooks behind the food, each with their own recipes and traditions. For us, it’s about bringing people together through a dish that feels like home.
How did your first day opening go? Be honest…
Our first event turned out to be a real success. It was a local community fair that happens annually, and it gave us the perfect opportunity to introduce our brand and products. The atmosphere was buzzing, and people were genuinely excited to try the food.
The response was overwhelming. The food, especially, flew off the stall, and it really confirmed for us that we were onto something.
How do you come up with new ideas or seasonal specials?
While our core menu stays consistent with our signature dishes, we love experimenting with seasonal specials to keep things fresh and exciting. It gives us the chance to be playful and respond to what’s happening at the time.
For example, last Halloween we put a twist on puff puff, a soft, pillowy West African treat similar to a doughnut by creating a pumpkin-spiced version served with caramel sauce. It was a real hit. More recently, for our winter offering, we introduced lamb sausages with a hot honey and sage sauce, adding something warming and a little unexpected to the menu.
What’s the toughest part of street-trading that no one talks about?
The early mornings and late nights can be incredibly tough, especially during festival season, it’s genuinely hard work at times. But it’s also really rewarding, and that’s what keeps us going. We work hard, but we always try to have fun along the way.
Do you collaborate or swap ideas with other vendors?
No, not at the moment. It's something we wanted to do before in the past. I think the right opportunity just hasn't come for us just yet. If the right opportunity comes, we'll definitely explore that.
Do you think trade events like HRC help you feel connected to the wider industry?
I really like seeing all the different suppliers and people behind the industry, it's great to feel supported, and be in the midst of people in a similar situation.
What advice would you give someone who wants to start a street food business?
The advice I would give is obviously be prepared to work hard because it's not for the faint of heart. It's a lot of hard work, but at the same time be passionate about what you're doing as well. I think the passion is what's going to get you through the tough times. Especially when you've done your first winter, I always say, when you've done your first winter, then you know you're cut out for it.
What is your dream collab: another vendor or a celebrity?
Gordon Ramsay, because he's such a straight shooter, and he just tells us how it is. I feel like his personality is crazy, so for me, and because I know he's just going to tell us the truth and just be like, this is bad or that's great. And if you do something great and he tells you it's great, then you know you believe it.
Follow Mama Jollof on Instagram to keep up to date with everything they’re cooking up!
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