Zemui Teklu: The Indomitable Spirit Behind Shoa Bakery Dies Age 94

The pioneering spirit behind Shoa Bakery, a name that has become synonymous with bread across Addis Abeba and beyond, had a life marked by personal loss, adaptation, and entrepreneurial brilliance. It is a narrative of a humble man's rise to the pinnacle of business success in the heart of Ethiopia.

Born in Asmara, Eritrea, Zemui Teklu was forced to confront life's harsh realities at an early age when he lost his father at eight years old. Following three decades of losing contact, Zemui was fortunate to celebrate his 90th birthday with relatives in his hometown four years ago.

However, his early heartbreak, far from dampening his spirits, served as a catalyst. A few years after arriving in Addis in his teen, he found himself in the unfamiliar yet bustling city. The welcoming but uncertain streets of the capital bore witness to Zemui's remarkable journey from a humble beginning.

He first entered a local bakery shop as an apprentice, where he swiftly mastered the intricacies of baking, while his knack for numbers helped him to understand the subtleties of the business world.

The turning point in Zemui's life arrived when his unrelenting hard work caught the attention of his Italian employer, who, upon retirement, offered him the opportunity to buy the bakery. Despite his limited savings, Zemui realised the potential of this and did not let it slip away. With borrowed capital from close friends, he took the plunge and the first branch of Shoa Bakery was born on Dej. Zewdu Aba Koran Street (Merkato).

Shoa Bakery grew exponentially from a single branch, a feat made even more remarkable by the absence of marketing and branding professionals in that era. The growth of the bakery was organic, propelled by the power of word-of-mouth, reflecting the quality of its products and the trust it had earned. By the time of Zemui's passing at the age of 94, on May 23, 2023, the Shoa Bakery brand had spread its wings to over 16 outlets in Addis Abeba and further afield to Bishoftu (Debre Zeit) and Adama (Nazareth) towns in the Oromia Regional State.

In a stroke of visionary business acumen, Zemui expanded his business in the 60s to include its own flour supply, acquiring a plant 90Km away from the capital. This decision not only secured a consistent supply but also led to the incorporation of the Shoa Bakery & Flour Factory Plc, further consolidating the bakery's dominance in the market.

"It all happened through word of mouth," said Tsehaye Zemui, the third of 13 children.

Zemui's legacy continues through his son, who heads the family business. Under Tsehaye's leadership, the company has diversified to produce pasta and biscuits under the "Manna" and "Moya" food complexes, making it an indispensable part of Ethiopia's households.

Zemui's journey was not confined to the realm of business. He found the love of his life, Wuba Habteyes, in the very neighbourhood where he started his business journey. Together, they navigated life's journey, cherishing 68 years of marriage, 13 children, 29 grandchildren, and four great-grandchildren.