With his start-up “Mamaye”, Bahleby Tewelde wants to introduce the world to Eritrean-Ethiopian cuisine.
„I’m a true ‚Frankfurter Bub‘ (Frankfurt boy), and proud of it,“ Bahleby Tewelde says right at the start of the interview. The Goethe Business School (GBS) alumnus is not just a start-up founder but also a passionate communicator who loves to talk about his favorite topic: a different kind of food culture – one that stands for rediscovered sensuality, promises quality, and puts a strong emphasis on social connection. The product offered by his small company “Mamaye” is a curated selection of authentic East African dishes, packaged in jars and ready for quick preparation.
A Tribute to All Mothers
Bahleby’s parents came to Germany from Eritrea in the 1980s after fleeing the country with their two children because of the independence war. He grew up in Sossenheim and attended high school in Höchst. “A pretty straightforward educational path that led me to Fulda University of Applied Sciences, where I earned my bachelor’s and master’s degrees in International Business Administration and Management – and also met my wife Yemi. Afterward, I worked at Heraeus, a Fortune 500 company based in Hanau. Once I was immersed in work life, I realized I wanted to continue developing myself, so I chose to study at Goethe Business School.”
Another major turning point: Bahleby and Yemi were expecting a child. A big support during this demanding life phase was Bahleby’s mother, who cooked traditional Eritrean meals for the soon-to-be parents that they only had to reheat. Participating in a course on “Innovation and Incubation” at GBS gave Bahleby the idea: Why not just jar his mother’s food and offer it to classmates for tasting? “It was a total success. People loved it right away,” he says. After presenting at two small street festivals, the idea was further tested at Frankfurt’s Museumsuferfest and the African Food Festival in Berlin. “It was incredible how many people wanted to try our dishes. That gave us the courage to keep going,” says Bahleby. Together with his wife, he founded “Mamaye.” “The name means ‘my mother’ in both Eritrea and Ethiopia and is a loving tribute to all mothers whose care forms the foundation of this project,” he emphasizes. The jars can already be ordered online, and Bahleby hopes to soon have a booth on Westend Campus to engage in direct conversations with interested people.
Africa in Frankfurt
“Frankfurt is a real hotspot for African cuisine,” Bahleby points out. His research revealed that about 45% of East African restaurants in Germany are Eritrean-Ethiopian – while in Frankfurt, it’s over 80%. “What Döner is to Berlin, Injera – the sourdough flatbread – is to Frankfurt, along with ‘Handkäs mit Musik,’ of course,” he says with a laugh. That certainly makes it easier to enter the market, he adds. But what characterizes Eritrean-Ethiopian cuisine? “It features many vegan dishes, with lentils playing a big role. For us, it’s all about the spices. And eating together from one shared platter is a key part of our food culture.”
Bahleby sees the current word-of-mouth marketing on and beyond campus not as a disadvantage but rather a strength: “I love it when people experience ‘Mamaye’ and pass it on. Food culture stays alive when people are open to other influences. Over time, we’d also love to explore other African cuisines and adapt them for our customers. During a trip to Rwanda, for instance, I discovered a dish with the curious name ‘Rolex’. It was super tasty.”
“Just Do It!”
What advice would Bahleby give to other aspiring founders? Is there a recipe for success? “The most important thing is just to start! I began with the simple idea of sharing my mother’s cooking. Of course, the journey was bumpy and had setbacks. For example, we discovered that preserving lentils is quite tricky. There are also a ton of food regulations you have to comply with. Sometimes it’s really hard as a small start-up to test things and expand your knowledge. We were lucky to have access to a commercial kitchen that supported us and allowed us to use a large kettle.” Bahleby mentions the concept of MVP – Minimum Viable Product. “For us, that was the food in a jar. Then you have to see: does it work, is it well received, and how can we grow from here?”
Bahleby and Yemi have since built a small team, including several Goethe University students. “‘Mamaye’ is our shared story, and we love growing it together.” Many people are surprised to learn that Bahleby wrote his thesis on the start-up: “I tell them, it’s no big deal – you just need to find a professor who’s willing to support your project idea.” He also mentions Goethe University’s Unibator program, where “Mamaye” will join in the next pitch event.
