Mark Dieleman has traded a career in the potato sector in the Netherlands for an entrepreneurial adventure in Uganda. With his company, Dieleman Potatoes, Mark is building a certified seed potato market in a country where opportunities are plentiful and trust is key.
© Dieleman Potatoes Team Dieleman Potatoes promotes the large tubers of Markies consumption potatoes at a trade fair
As project manager for the Dutch company Delphy, Mark supervised projects aimed at improving the cultivation systems of small-scale growers. In that role, he visited several African countries: Rwanda, Uganda, Ethiopia, Angola, Kenya, Zambia, Zimbabwe, and Nigeria. "We wanted to ensure growers used better starting material and achieved higher yields. It was incredibly educational," he says. Mark met his current wife, Aggie, at a Ugandan trade fair, and, together, they decided to live in Africa.
Doing business in Uganda
Mark founded Dieleman Potatoes two years ago. He focuses on making Agrico-certified seed potatoes available to Ugandan growers. That potato market has vast potential. "Demand is enormous. Uganda has a population of around 50 million, and potatoes are still a luxury product. So there's plenty of room to grow, especially with better quality starting material." Mark has since contacted investors who want to set up potato processing lines and are eager for better quality. "We can offer growers higher-yielding, quality varieties, but growers must invest in protection and better cultivation methods," he explains.
© Dieleman Potatoes Planting seed potatoes in a new way for the local community
Mark does not believe in using development aid to boost that. "NGO projects often do good work, but once the grants stop, everything falls apart. To truly advance a sector, there must be money to be made. I won't be handing out free samples. Growers must understand that seed potatoes have value. Only then will a serious market emerge."
Dieleman Potatoes momentarily works primarily with Agrico's Markies variety. "It's already registered and very successful in Kenya. We obtain high-quality starting material from there, under strict control by inspection services. From that, I can supply growers in Uganda. It sounds simple, but the logistics and regulations make it quite challenging," says the entrepreneur.
Relationships over return
He notes that one of the biggest challenges for European companies in Africa is the different way of doing business. Relationships and reputation are more important than returns. "That market is flooded with fake products. It's true hands-on work: building relationships, being present, showing that you're reliable. That takes time."
Besides running Dieleman Potatoes, Mark is also a consultant. He, for example, supports Dutch Seed Center, which sells Bejo seeds, an organic crop protection manufacturer, and helps a bread bakery with project management. "There's a lot of interest in doing business in Africa, but companies often find it complicated. I can make that step easier. I know the market and the players, and how to gain a foothold here," Mark concludes.
For more information:
Mark Dieleman
Dieleman Potatoes Ltd
[email protected]
m +256 752 647886 (Airtel - WhatsApp)
m +256 780 714111 (MTN)
m +31 6 10809864 (NL)
https://www.agricopotatoes.com/en-ug
