In this special edition for the month of March, we took it upon ourselves to hunt down one of the women making a great impact among the African community in Canada, Charity Durowaa.
One-On-One With Charity Durowaa
She is the owner and founder of KASOA Tropical Food Market in Edmonton, which she established on March 7, 2006.
Despite her busy schedule she managed to accommodate one of our reporters Zvakwana Nomore Sweto for a one-on-one interview at one of her branches. She is a down-to-earth and humble woman. I spent two hours at her branch and the way she was helping customers, one would mistake her for an employee yet she is the owner.
Here is the excerpt from the interview.
What does KASOA mean?
KASOA in Hausa language means market. But in Ghana we have a suburb called KASOA and they named that suburb KASOA because during the day people go there to shop hence, they named it KASOA which means marketplace. AND I thought to myself, if I use that name people will get to know me better because it’s a marketplace and at the same time it’s a town in Ghana.
As an African immigrant yourself, are there any challenges that you have faced in building your business from scratch?
Yeah, there are challenges from starting a business itself, especially when you don’t have capital. It makes it very tough because if you’re a new business person and you don’t have capital, the bank will not be in a position to offer you any loan. So, it becomes tough to run a business without capital. You need to do something else to support the business.
The reason why you can’t get the loan is because they think you might not succeed. I won’t say because I’m black or something that one might be there but I want to emphasize on that because truly speaking they will tell you your business is fresh and we can’t help you in case you don’t make it, you can’t repay your loan. Banks or investors won’t be having faith in that business that it will be successful. And nobody wants to credit a poor person anyways.
How has been the business so far from the time you started up to now?
Now it’s okay, everything seems to be flowing in the way I envisioned it from the start and by God’s grace, we keep on winning. I’ve grown businesswise and my challenges have calmed down a little bit because I can now safely run the business, hire employees and be able to pay them according to Canada standards. When I started the business, it was only me, because I couldn’t afford to pay workers. So, I was working by myself, later, I added one person came to two, three people. Now I have like 10 workers for each shop.
Charity Durowaa - KASOA Owner
Oh, that sounds great. How many shops do you have in total?
I have 2 shops now and looking forward to opening more branches in other provinces as we continue to bring African products closer to people.
How has been the African community supporting your business?
I think they are patronizing. We have other African stores so I’m not expecting everybody to come to me but for those that come, I thank God for bringing them to me. I get my share let me say. And I don’t pray that everybody should come to me. At the end of the day what is mine is mine. If you see other nationalities then probably their husbands or wives are from Africa.
As we celebrate Women’s History Month in March, specifically on the 8th of March, we reflect on the women who have paved the way before us. Were there any specific women or people you regard as role models or who inspired you to be in business?
Mmm, I don’t know about that one. I don’t any specific person I have drawn inspiration from. But If I need to thank people it will be my suppliers. People who supply me from Ghana, people who supply me here in Canada, they have been supportive like anything I want they try to find it for me. It’s not easy to get different stuff to stock especially from Africa. I have West African products. I have East African products. It’s not easy to get things from other countries to Canada. But all the same I try to get them. So, if to thank any person, I will have to thank all the people I’m doing business with, helping me to get the products to sell.
What kind of advice can you give to women or young girls who see you as their role model, who see something special in you?
I know a lot of people wish they can be like me but it takes hard work to be somebody. You might have the capital but if you don’t work hard your capital will be finished before you even enjoy the fruits of your labour. Yeah, hard work and determination. You should tell yourself I can do it, I can do it. The challenge we are facing now is this generation don’t want to work at all. But there are some who are trying to make a difference for themselves and all I can say is you need to work hard and do everything in all honesty and transparency. You need to be a trustworthy person so that somebody can help you if you need a little bit of help
In terms of marketing, do you exhibit at events here in Canada?
Well, events, no I don’t… I don’t have time to go to exhibitions and again not that I consider myself I’m a black person so I can’t go there but most of the times I’m busy. Going to an event, one needs to plan. You need to organize, you need to buy stuff, you need to have a beautifully designed booth to display your items, you need other workers and set aside a budget for that. I’m absolutely busy with my own stuff here and I just don’t have time to go to events. And again, as a black person I stay in my own shell like you know because I can’t compete with the big chains right, so the little I can do for my community is what I’m doing.
KASOA is always fully stocked despite challenges faced in importing from Africa.
Recently they’ve been a surge in the use of drug and substance abuse among the youth. What advice can you tell the youth of today and young girls?
Again, I would say that they need to study hard. Nowadays, the new generation spends most of their time on mobile phones, surfing the internet, and electronics (games). They don’t want to study. And anything you are doing you need to study a little bit too even though if you are blessed with the talent, you need less education to back you up. You do things perfect. I would say that way you don’t have to do advanced education for one to be a millionaire. If you are blessed with what you are doing, you can still do it, be good at it, and be a millionaire. But the world we are in now if you know a little bit in terms of education, it helps you in planning, and you can do more to improve yourself. All that I can say is the new generation has to learn how to study and take life seriously.
The generation we have, don’t take life too seriously. They think it’s just me, what I want to do is what I will do, nobody can change me. Somewhere along the line when you grow up it will catch you. Life will not be the same like when you were young because you have to take care of yourself and others. If you become an addict, how are you going to be taking care of your children? How can you take care of your husband? You will still go on doing that crazy stuff. Drugs are not good. I urge you girls and women to stay away from drugs and any substance abuse.
As KASOA, do you have any form of corporate social responsibility that you do?
In Canada, YES. I have some associations that come to me seeking help and assistance and I do support them. As long as there is tangible evidence of the need for that help, we do chip in as KASOA. Some people need help but are doing things for themselves. You can’t come and take my money for personal aggrandizement. Those people once in a while I turn them down.
Groceries stocked for March
In Ghana, do you do something like that? Like helping individuals or entrepreneurs.
Back home not really no but it’s my wish to help some of the African countries but I don’t know the channel to reach them in a transparent manner. In my spirit I can hear their voice I need to help other countries, orphanage, etc. I discussed the same idea with one lady from Uganda I think, but I never heard from her again. So, if I have the chance yes, why not.
How does 2026 look for you so far, since we are just about to finish the first quarter?
I think I’m okay, I would say business is okay by God’s grace business is okay and I’m hoping for the best this year just like anybody doing business hopes for the best. I don’t want to remain where I am forever, I’m planning to move forward so I always aim to be the outstanding one. Lately it’s hard to find products to sell. Everything is becoming tough; it’s becoming very difficult to bring things to Canada.
KASOA stocked for March
