From Local Grains to Lasting Impact: Insa Diagne’s Mission to Transform Child Nutrition in Senegal

How can locally grown grains unlock better, more affordable nutrition for children? This is the bold question that inspired Insa Diagne to launch Al Miftah, a Senegalese startup founded in 2022 with a powerful mission: to create high-quality nutritional solutions free from chemical additives, using locally sourced cereals.

Driven by a deep commitment to child health and a passion for local innovation, Insa’s determination is to shift the balance in favor of “Made in Senegal” brands.

“AMI’s Accélère programme was a real turning point for us. It strengthened our capabilities in marketing, strategic positioning, market research, and product value. It’s during this programme that we began the process of protecting our brand, Fama. Today, Fama stands as a trusted label, a symbol of nutritious, local, and reliable products.”

Before joining Accélère, Al Miftah had already developed a locally made nutritional flour. But the team faced a critical challenge: a lack of strategic clarity. Without a strong value proposition or positioning, the company struggled to reach the right customers and establish a credible brand.

“We had a product we were proud of, a nutritious flour. But we weren’t telling a clear story. We weren’t connecting our product to the real challenges our customers face. We were doing food processing, but without a clear vision of the impact we wanted to create.”

Through Accélère, Insa and his team shifted their entire approach. They stopped selling just a product and started delivering solutions rooted in the real nutritional needs of their communities.

“One of the most transformational tools was the customer needs analysis. It taught us to stop starting from the product and instead, start with the customer’s problem. Before, we said, ‘We make flour.’ Now, we say, ‘We offer nutritional solutions.’ That small shift changed everything. It redefined how we think, how we speak, and how we build our business.”

One key insight from Accélère continues to guide Al Miftah’s strategy:

“Customers don’t buy products. They buy solutions.”

This shift in mindset has reshaped everything from branding and packaging to distribution and customer engagement. Today, Al Miftah has a sharper identity, sells through aligned distribution channels, and actively listens to its customers. Every business decision is now rooted in the real-world needs of the people they serve.

Al Miftah’s transformation isn’t just strategic, it’s deeply human. The company has created four new jobs, prioritising women and marginalised groups, thanks to a partnership with a local training center. The result is a more collaborative and inclusive team that reflects the values behind the brand.

“One of the most powerful lessons for me was understanding that the heart of a sustainable business isn’t just in what you make, it’s in the impact you create. That shift in thinking has shaped our entire journey.”

Al Miftah now serves as a model for young entrepreneurs inspired to enter the agri-processing space. Beyond business, the company is making an environmental contribution by prioritising local grains, avoiding chemical additives, and starting the shift to biodegradable packaging. These steps support healthier diets and more sustainable agricultural systems.

Thanks to the skills and confidence gained through the Accélère programme, Al Miftah has embedded sustainability, inclusivity, and strategic growth into its DNA.

“Before Accélère, we were focused on production. After Accélère, we’re focused on purpose. We’re not just selling flour, we’re offering real, tangible solutions to real, urgent problems.”

Al Miftah’s story is one of transformation of a business, a mindset, and a mission powered by local vision, guided by strategic tools, and grounded in lasting impact.