On a trip to any supermarket in Kampala, one will be met with aisles of snacks with the label Sumz. From crisps to chocolate cookies or roasted ground nuts, Sumz has it all. A true Ugandan business success story, Sumz is also a staple for school-going children who stock Sumz products as part of their grub. Recently, the company started exporting its products to Uganda’s neighbours including DRC, in a ceremony that was flagged off by Uganda’s state minister of Finance for Investment and Privatization, Evelyn Anite.
Sumz, the brainchild of Denis Ngabirano and his wife, has blossomed into one of Uganda’s true success stories over the past decade. What began as a modest venture on the veranda of their rented apartment, where Denis and Maureen started processing plantain crisps using just $12 and kitchenware from their wedding gifts, has now evolved into a thriving enterprise.
The couple’s unwavering dedication, innovative spirit, and relentless pursuit of excellence have propelled Sumz to new heights, transforming it into a multi-billion shilling company that employs over 150 people and distributes its award-winning products across East Africa.
Early Beginnings.
Denis Ngabirano was born to a teacher and a farmer. Growing up, he attended several primary schools as his father, a headteacher, was frequently transferred between different schools in the Mukono area. This included a stint at a girls’ school for a year when his father was posted there.
Ngabirano’s early experiences shaped his work ethic and professionalism. He recounted in an interview with Robert Kabushenga on 360 Mentor Twitter(now X) Spaces in 2021 how as a child, he and his family would harvest and sell boiled maize, an experience that instilled in him an entrepreneurial spirit. Additionally, his father emphasised the importance of adhering to the “teacher’s code of conduct”, particularly the section on teacher-student relationships, which Ngabirano took to heart.
After completing his primary and secondary education, Ngabirano pursued a career in teaching. He obtained a diploma in education planning and management from Kyambogo University, followed by a Bachelor’s degree in Guidance and Counselling from St. Lawrence University. During his studies, Ngabirano continued to teach, working at schools like City Parents School where he earned a monthly salary of 300,000 UGX.
At City Parents, Ngabirano taught mathematics and art and was known for his aggressive and ambitious approach to his work.
Ngabirano’s personal life was also marked by his desire to succeed. He met his wife, Maureen, a teacher, and the two got married in 2009. Maureen’s parents were also teachers, and the couple’s shared background in education helped them to understand and support each other’s goals.
Pivoting from Goat Rearing to Plantain Crisps.
During his studies at St. Lawrence University, Ngabirano was tasked with creating a business plan as part of a course assignment. His initial idea was to start a “Ngabi Stock Farm” – a goat-rearing project. However, after further consideration, Ngabirano pivoted to a more feasible venture – producing and selling fried plantain (gonja) crisps.
With the support of his wife, Maureen, who was also a teacher, Ngabirano started the business with a modest budget of 43,000 UGX. They used their wedding gifts, including kitchen equipment, to get the venture off the ground. The initial sales, which started at the university canteen, quickly grew to 100,000 UGX within two months, fueling Ngabirano’s excitement and determination.
Acquiring Equipment and Expanding Production.
As the demand for their crisps increased, Ngabirano and Maureen decided to fully commit to the business. Maureen left her teaching jobs, and Ngabirano eventually resigned from his position to focus on the growing enterprise. They registered the company, with the wife Maureen taking a 20% stake, and began expanding their product line and distribution channels.
A crucial turning point came when Ngabirano acquired a set of equipment from an Indian businessman who was exiting the crisp-making business. This allowed Ngabirano to upgrade his production capabilities and move the operation to a larger facility in Nansana. The Indian businessman not only sold the equipment to Ngabirano but also provided valuable guidance and support.
Irene Mwoyogwona: Beyond the Numbers – How Pride Bank's Award-Winning CFO Combines Profitability and Social ImpactAccording to Ngabirano, the Indian businessman “installed the equipment at no fee. He would come to teach us how to improve our product. In two months, our product had transformed. On top of that, we would go with him to the market. He would teach me how to market. He gave me some of his customers that he used to supply, especially Indian-owned supermarkets. And he never told them he had sold, he said we were partners.”
Securing Loans and Expanding the Business.
With the new equipment and expanded production capacity, Ngabirano’s business, now known as Psalm Food Industries, continued to grow. They diversified into a range of snack products and secured partnerships with major supermarket chains.
To finance this growth, Ngabirano turned to banks for loans. He first approached Standard Chartered Bank and asked for a loan upgrade, mortgaging the same equipment he had acquired from the Indian businessman. The bank provided him with 40 million UGX, which was directly paid to the Indian man.
Ngabirano then used the equipment and the land he had previously purchased while still teaching to secure a larger loan of 500 million UGX from the bank. This allowed him to build a new, larger production facility for Psalm Food Industries.
With the new facility, Ngabirano continued to expand the business, buying out neighbouring properties and adding more production capacity. Today, Psalm Food Industries has over 20 different snack products in its portfolio, a testament to Ngabirano’s entrepreneurial spirit and ability to adapt to market demand
Lessons
Humility and Financial Discipline.
Reflecting on his journey, Ngabirano emphasizes the importance of humility and financial discipline. Despite his success as an entrepreneur, he has maintained a modest lifestyle, limiting his expenses and ensuring that the business’s finances are strictly managed. Ngabirano credits his teaching background for instilling in him a sense of humility and self-control.
Financial discipline has also been a key factor in Ngabirano’s journey. He and his wife, Maureen, decided to live a very financially disciplined life from the outset. Maureen’s salary was kept separate, and when Ngabirano left teaching, the business started paying him a salary as Managing Director. He made sure that whatever came out of the business was managed under the business.
Customer-Centricity and Continuous Learning.
Ngabirano places a strong emphasis on customer satisfaction and has implemented policies to ensure that his staff prioritize customer retention. He has penalized staff for losing customers and incentivized them to acquire new ones. This customer-centric approach has been instrumental in the growth and success of Psalm Food Industries.
Ngabirano’s background as a teacher has also shaped his approach to business. He values continuous learning and self-improvement and has leveraged his social networks and relationships to acquire new skills and knowledge. During his time as a teacher, he continued to study, earning a diploma in education planning and management from Kyambogo University, followed by a Bachelor’s degree in Guidance and Counselling from St. Lawrence University.
Even after starting his business, Ngabirano pursued further education, enrolling in a Master’s degree program at Ndejje University. He took a study leave from his teaching job to focus on his studies and the growing business. This commitment to learning and self-improvement has been a hallmark of Ngabirano’s entrepreneurial journey.
