At A Glance

Awa Kone grew up in Ivory Coast, a small coastal country in West Africa, where Akwaaba – meaning “welcome”– is rooted in a tradition of radical hospitality, warmth, and making every guest feel cared for and honored. Drawing from this philosophy, she founded N/UM, a premium salt brand that celebrates Africa’s rich history and culture through flavors unique to the continent. Discover how Awa and N/UM blend exceptional ingredients with community and storytelling to grow E-Commerce while positioning the brand as a standout on the shelves of Erewhon.

Who is Awa?

Meet Awa Kone, CEO and Founder of N/UM!

About N/UM‍

N/UM was born from a shared passion for Africa’s rich heritage and a vision to redefine its global image through gastronomy. Every jar of N/UM’s gourmet salt is a tribute to centuries-old harvesting techniques, bold regional flavors, and the artistry of African craftsmanship.

Awa’s Entrepreneurial Journey‍

Awa spent her career in Financial Services, in high impact roles across the globe, especially in Africa. She led a greenfield expansion into West Africa for the world’s largest reinsurance company and played an instrumental role in the growth of the payment technology company Flutterwave. She founded N/UM as a passion project rooted in her love for food and explorations of African cultures. 

When Awa Kone began N/UM in 2021, she set out to build an intentional brand that would position African flavors not as a niche or ethnic speciality, but as worthy of space in the luxury pantry category. She spent the next year and a half focused on research and development, as well as packaging design. “It took us a long time to find the right team for our branding because aesthetics were so important to us,” she says.

N/UM officially launched in 2023 with gourmet African salts and expanded its offerings in 2025 with handcrafted caramels. “Our goal is to elevate African ingredients in areas where there’s a gap in the premium market. All of our ingredients are indigenous to the continent,” Awa says, noting that the seasoning blends are chef-crafted,  organic and made of only real ingredients. “We are intentional about telling the stories behind the ingredients – the cultures and the people who support us.”

The Team at N/UM

“We have a lean, global hybrid team,” Awa says, noting that she oversees all aspects of the business from core strategy and operations to finance. The brand also works with contractors across sales and marketing, and receives operational support in South Africa, where manufacturing and co-packaging take place. An African designer is behind N/UM’s distinctive branding. “It was very important for us to build that infrastructure on the continent because we wanted to ensure that we were providing economic opportunities for African businesses,” she adds.

Business Growth and Revenue Strategies

How In-Person Events Drive E-Commerce at N/UM‍

Awa credits automation and bundled offerings with helping the brand manage the surge in holiday web sales. But it’s the in-person events that demand the most planning and precision. “The cultural aspect of our brand is so important. Aesthetics and consistency are key with every event we do,” she says, referring to N/UM’s booth presence. “And we need to make sure the guest experience, especially when sampling our product, is perfect.”

From booth placement and sightlines to the flow of foot traffic, Awa considers every detail. To deliver a seamless experience, she also hires seasonal staff who are “excited and passionate” about their role, ensuring every interaction reflects the brand at its best. While in-person events demand significant investment, planning, and effort, Awa sees them as invaluable opportunities to gauge how N/UM is performing. “It’s a way to get really good feedback from customers about which products work, and which don’t,” she says.

Customer Retention Builds Community‍

“We’re looking to build a community around people who are excited about real food,” Awa says, highlighting that N/UM uses all organic ingredients. “We want people to come back and feel comfortable sharing which products they’d like to see.” For this reason, customer retention plays a central role in N/UM’s business strategy.

Tracking retention was challenging at first, Awa admits, as many first-time buyers discovered N/UM through in-person events. Usage patterns also vary – some customers cook with spices daily, while others reserve them for special occasions. The brand focuses on understanding these behaviors to identify the best opportunities to reconnect with customers. “Last year, we launched a VIP initiative for repeat customers, offering perks like early access to sales and exclusive recipes to show our appreciation,” Awa adds.

The CX Philosophy at N/UM‍

While the brand relies on contractors for customer support, Awa believes it’s important for the entire team, including herself, to stay closely attuned to the issues, concerns, and questions raised by customers. This perspective provides a clearer understanding of the overall customer experience.

In shaping N/UM’s CX philosophy, Awa looked to the values and traditions she learned growing up in Ivory Coast. “We have something called akwaaba, which literally means ‘welcome.’ As a concept, akwaaba centers on radical hospitality, warmth, and ensuring your guests are cared for and feel honored,” she explains. For this reason, the brand aims to build a global community where people feel seen, valued, and cared for when they shop at N/UM.

Going the Extra Mile for Customers

The holiday season is N/UM’s busiest period, with companies turning to the brand for client and employee gifting. Awa recalls a time when an order of N/UM’s signature caramels for a Chicago-based event company was lost in transit. “They were sending the caramels to a VIP on the East Coast for an event just two days away,” she says. After quickly gathering the necessary details, Awa repackaged the order and arranged for overnight delivery to a secure destination.

“It’s not just ‘we sent the order, did you get it?’” she explains, emphasizing the importance of follow-up. “We ask, ‘Did the guests enjoy their gift? Is there anything else we can do for you?’ That’s the level we’re willing to go to for our customers.”

Innovation and Adaptability

Looking Ahead: Awa’s Goals for N/UM‍

After successfully hitting the shelves at Erewhon in August last year, N/UM is preparing their Amazon launch in March  2026. “We’re top 10 in the salt category at Erewhon. It was important to start slow and steady with retail, learning what works and what doesn’t,” Awa says, noting that retail expansion will remain a key goal in the coming years. Introducing N/UM salts to chefs and bars in the hospitality industry is also a priority. “Gifting is another focus,” she adds, highlighting the packaging’s elegant design. “We’ll be working on building out those partnerships as well.”

Awa’s Advice to Aspiring E-Commerce Entrepreneurs

‍To anyone entering the CPG (consumer packaged goods) E-Commerce space, Awa advises, “Be very intentional about where you are at different stages of your business, and do your homework to understand the implications.” She cautions that what worked for others may not be relevant to your own business, brand, or product. For instance, when N/UM launched, Awa was encouraged to get her products into Whole Foods and Trader Joe’s, but she recognized that such a leap required strong operational, manufacturing, and financial foundations. “You must have the maturity to be strategic and understand that it’s OK to grow at a slower pace until you reach a certain level,” she says.