Breaking into the competitive American market is a dream for many brands, and for Roberta Edu, CEO of Nigeria’s Moppet, that dream came closer to reality when her baby formula brand received an invitation to join the Walmart Marketplace. Yet, her path to this milestone was anything but straightforward. In a journey marked by caution, wisdom, and resilience, Edu shares how stringent due diligence practices helped her sidestep potential pitfalls and secure Moppet’s reputation as it prepared for this significant market entry.
Edu’s story highlights the importance of integrity and verification in high-stakes business moves. Reflecting on a prior offer from a distributor promising lucrative market access in the United States, Edu admits the initial excitement clouded her judgment. “In your quest to do business, expand, and penetrate the market, please do not close your eyes to red flags and don’t dabble in dirty waters knowingly or unknowingly,” she shared. Her husband, YM, urged her to carefully investigate the distributor’s background and funding sources, eventually uncovering troubling signs that led them to end the deal.
The experience became a valuable lesson in risk management, as Walmart later asked for similar documentation to ensure Moppet’s compliance with international regulations. Edu now emphasizes that “due diligence today prevents regrets tomorrow,” a principle that has strengthened Moppet’s growth journey and reinforced her commitment to ethical business practices. Her story stands as a powerful reminder to entrepreneurs worldwide: integrity and thorough verification are the true gateways to sustainable success.