Deeskus is tapping into the ethnic food market for African and Latino minorities in the U.S., following the footsteps of billion dollar industries like Instacart and Peapod.
African, Latino and Caribbean foods are booming in popularity and, while restaurants have the means to provide authentic dining experiences, recreating these dishes at home tends to be difficult due to a lack of necessary ingredients in U.S. supermarkets.
Deeskus, the speciality food supplier, aims to change this with its online grocery store that supplies the U.S.’s immigrant population with traditional and hard-to-find African foods.
With an African immigrant population of 1.6 million people, the U.S.’ African grocery market has an estimated worth of $500M alone. Combined with markets for Caribbean and Latino communities Deeskus is essentially the sole supplier to an untapped and under-serviced market.
Deeskus is entering the market as the food startup trend is on the rise. Companies like Blue Apron and Instacart are now billion dollar industries, and niche food delivery services like Munchery and Maple are exploding.
“We plan to capitalize on the success of rivals like Instacart and Peapod by serving the populations they don’t. We are the Instacart for this minority population,” said Mabel Imala, Co-founder and CEO of Nultan USA.
“Today present if you live in the U.S. and want to prepare traditional African, Latino or Caribbean food, your local grocery store could be hundreds of miles away,” explained Imala. “Either you wait for friends to visit from your home country, pay excessive fees for long distance delivery, or go without.”
That’s where Deeskus comes in. The startup’s online store delivers over 500 products to locations in Maryland and Virginia, as well as Washington DC, with free, same-day delivery on orders worth $30 or more. Moreover, customers do not have to pay to shop on the website (there are no members’ fees) and interested business owners like store owners can also sign up to be a partner store for free.
Deeskus has formed working relationships with grocery firms specializing in African, Latino and Mexican foods; it is these firms who will provide the supplies for customer orders. Similarly, by working closely with independent delivery drivers, Deeskus has contracted couriers to deliver goods to customer homes or businesses on the same day an order is placed.