Ep. 6 - Building Sweetins: How Maidoki Isiaka Haruna Turned Small Joys Into a Real Business
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Ep. 6 - Building Sweetins: How Maidoki Isiaka Haruna Turned Small Joys Into a Real Business
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What does it actually take to turn something as simple as ice cream into a business people recognize and trust?
In this episode, Zuwaira Muhammad Manzo sits down with Maidoki Isiaka Haruna, Chief Executive Officer of Sweetins Ice Cream, a growing brand in Nigeria's food, beverages, and pastries industry. Recognized for his entrepreneurial leadership, Maidoki was awarded Male Entrepreneur of the Year at the Jewel Spotlight Awards 2025.
Over 30 minutes, Maidoki walks through the story behind Sweetins, how a small joy became a serious business idea, the real challenges of building a food brand in Nigeria, what it took to earn a reputation for premium products, and the mindset that carried him from an idea to an award-winning brand.
This episode is for Nigerian youth with a business idea they have not acted on yet, and for anyone who needs proof that starting small does not mean staying small.
Follow Maidoki Isiaka Haruna and Sweetins Ice Cream for more on Instagram @sweetinsicecream.ng and @isiaka_maidoki
Find us on Instagram and TikTok @nudgehubstudio and across all platforms @thenudgehub.