- 03/11/2025
- Posted by: Sandra Borma
- Category: News
After several years working in IT and CRM consulting, Eric Medji decided to embark on a new career path in 2013. Convinced of the economic and cultural potential of African raw materials, he decided to devote himself to the agri-food industry. With the support of his family – Ghislaine and Christian Medji – he founded Othentiks, a Beninese company dedicated to producing natural fruit juices from African soil.
His goal is clear: to demonstrate that Africa can not only transform its agricultural wealth, but also bring it to regional and international markets with high quality standards.
An entrepreneurial commitment with a strong social impact
Under Eric Medji’s leadership, Othentiks does more than just produce beverages. The company embodies a sustainable and inclusive approach to development. It now employs 11 people, the majority of whom are women, and is actively involved in social initiatives such as financing schools, installing water points and supporting education.
For Eric, the company is a lever for transformation: every job created and every community project funded is a direct contribution to local development.
Innovation and sustainability as drivers of growth
Since 2017, Othentiks has stood out with its range of artisanal juices with no added sugar, preservatives or artificial flavours, featuring original recipes that showcase the continent’s iconic fruits, such as baobab, soursop, mango-passion fruit and ginger.
Eric Medji has supported this move upmarket with a rigorous professionalisation process. The company is HACCP certified, is preparing for FSSC 22000 certification and is working on the launch of an organic range.
Environmental sustainability is also central to its strategy. Othentiks plans to recycle 99% of its waste by producing biogas for its energy independence and transforming residues into natural fertilisers. In the longer term, Eric wants to explore the production of plant fibres from waste to contribute to the emergence of eco-friendly leather.
An entrepreneur focused on learning and cooperation
Eric Medji’s participation in the PAFO-COLEAD Innovation Series gave him a better understanding of the structural challenges facing the agri-food sector in Africa, particularly the difficulty of scaling up and accessing finance. These exchanges also opened up opportunities for sharing experiences, particularly on waste management and recovery.
The training courses offered by COLEAD through the FFM+ programme, strengthened his commitment to systematically integrating environmentally friendly practices and reducing waste, thereby consolidating the competitiveness and sustainability of his business model.
A clear ambition for the future
Today, Eric Medji continues to pursue an ambitious vision for Othentiks: to consolidate its presence in West Africa, expand its markets in North and South America, and develop a local range of unpasteurised fresh juices.
Beyond the prospects for growth, his journey illustrates the conviction that an African entrepreneur can create a competitive, innovative and responsible business while contributing to the development of his community and the promotion of the continent’s resources.
Eric Medji presented his company during Innovation Session N°7, organised by PAFO and COLEAD, which aimed to showcase the innovations and successes of African agricultural companies and small and medium-sized enterprises. Othentiks’ business profile is available online.
This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.
