TradeDepot Expands Beyond Distribution with New Food Brand, Mangrove

TradeDepot, a leading B2B e-commerce platform, is making a bold move into food manufacturing with the launch of its own brand, Mangrove. The new product line aims to provide affordable essentials like sardines, rice, flour, peas, and canned fish, offering consumers a cost-effective alternative amid rising inflation and the weakening naira.

A New Approach to Affordability

Although Mangrove has yet to officially launch, it is already drawing interest from distributors through its website. The brand seeks to eliminate the “brand tax”—the premium consumers pay for well-known labels—by sourcing high-quality products at lower costs. By doing so, TradeDepot hopes to pass these savings on to consumers, making essential food items more accessible.

“We used to simply distribute for brands,” said CEO Onyekachi Izukanne. “Now, we’re integrating backwards into the supply chain by producing our products and bringing them directly to the market.”

One key example is Mangrove’s sardine, which will be priced at ₦1,050, significantly lower than Titus sardine, which retails at ₦1,450. For low-to-middle-income consumers, these savings could make a tangible difference in their grocery budgets.

The Shift to Manufacturing

TradeDepot’s expansion into food production comes at a time when Nigerian consumers are struggling with inflation, which recently hit 34.8%, and a continued decline in the naira’s value. With purchasing power shrinking, the introduction of affordable, high-quality alternatives could position Mangrove as a competitive player in Nigeria’s food sector.

This move also strengthens TradeDepot’s long-term business strategy. By leveraging its existing retailer network, the company could become an attractive acquisition target for FMCG firms looking to expand their reach.

A former FMCG executive, who spoke anonymously, noted, “TradeDepot knows what sells, and they have the network to scale distribution.” The company’s strategy mirrors that of global giants like Amazon and Costco, which have successfully used private-label brands to drive revenue growth.

However, stepping into manufacturing also presents new challenges. Importing goods means TradeDepot must now manage production schedules carefully, as any delays can increase costs and eat into profit margins. “When they were only concerned with last-mile distribution, they could source products locally,” the executive explained. “But now that they are manufacturing and importing, every extra day outside schedule incurs additional costs.”

Competing in a Shifting Market

By producing its own products, TradeDepot is transforming former competitors—such as independent wholesalers—into potential customers. “Our biggest competitor is the wholesaler in the market,” Izukanne said. “They can cut corners in ways we can’t and have a different cost structure.”

The company’s deep understanding of the FMCG industry gives it an edge. TradeDepot already advises manufacturers on distribution strategies and provides brands with a more efficient way to enter the African market, bypassing traditional logistical and retail challenges.

The company has also secured exclusive distribution rights for brands like Unilever and Prime Hydration, the beverage company co-owned by influencers Logan Paul and KSI. These partnerships further cement TradeDepot’s role as a major player in Nigeria’s fast-moving consumer goods sector.

To support its shift into manufacturing, the company has restructured its logistics model. Previously, TradeDepot handled distribution independently, but it now relies on third-party logistics providers to improve efficiency and scale operations.

While other B2B e-commerce startups like OmniRetail have expanded into fintech—acquiring Traction Apps to boost gross margins—TradeDepot is betting on manufacturing and exclusive distribution as its path to long-term growth.