Oja, an online grocer specialising in African and Caribbean foods, has secured funding from Raheem Sterling, a footballer who plays for England and Chelsea. Sterling, who has also become Oja’s first brand ambassador, invested in the platform after pre-seed funding was secured from early-stage venture capital firm LocalGlobe. Mariam Jimoh founded Oja in 2020, which has expanded from serving one London postcode to covering the entirety of Greater London, and has recently launched in Birmingham. The platform has seen 40% month-on-month growth in order volumes, with an average basket size of over £60. Oja plans to use the funding to expand into new cultures and regions and to launch a B2B offering. “There is such a natural connection with Oja for me,” said Sterling. “I am excited to play a part in something with both potential and purpose.”

According to the founder, the reason behind the platform’s success is the grocery industry’s failure to cater to the increasingly broad range of cultures in the UK. The world food aisles have remained mostly unchanged in decades, and this poses a challenge for people who crave the foods they grew up eating. “Our recent growth, the renewed backing of LocalGlobe and Raheem’s support truly speaks to the power of community, which is at the heart of my mission with Oja,” said Mariam Jimoh. “We share the frustration over the access to the food and this authenticity shines through.”

Oja is currently offering a halal range, beauty and haircare products, and plans to expand into household items. It also delivers nationwide one day a month. The platform aims to cater to the African and Caribbean communities by providing their favorite foods and home comforts like plantain chips and Biggas. “I am sure that the wider African and Caribbean communities will appreciate this too,” said Sterling. “This is a key reason why I joined this investment round; I am excited to play a part in something with both potential and purpose.”