By Sainabou Sambou
In the bustling streets of Banjul and beyond, a quiet revolution is taking place—one delicious bite at a time. Jalima Tiyana, a determined young entrepreneur, has transformed her passion for baking into Bintou’s Bakery and Catering, a thriving brand that celebrates Gambian flavors while empowering women and youth in the country’s growing creative and food industries.
What began as a modest home-based operation has evolved into a recognized name, thanks to Tiyana’s resilience, creativity, and deep-rooted family values. “Bintou’s is more than just food,” she says. “It’s about empowerment, excellence, and keeping our culture alive through every cake, snack, and catered event.”
The story of Bintou’s Bakery is inseparable from Tiyana’s personal journey and her profound tribute to her late mother, Bintou. A hardworking woman well-known in Banjul for selling a variety of foods, Bintou embodied strength, dedication, and a genuine love for business. Naming her venture after her mother is Tiyana’s heartfelt way of honoring that legacy. “My mother’s spirit lives on in every recipe I create,” Tiyana explains. “She taught me resilience through her small business, and I carry her warmth and care into everything we do.”
Growing up immersed in her mother’s entrepreneurial world, Tiyana developed an early love for cooking and experimentation in the kitchen. She found joy in blending flavors and seeing the delight on people’s faces when they tasted her creations. This passion, initially a hobby shared with family and friends, soon sparked demand that outgrew her home kitchen.
The early days were humble. With limited resources, Tiyana baked simple homemade snacks and cakes for neighbors, relying on discipline, trial-and-error, and self-taught skills. There was no formal training—just consistent practice, careful savings for equipment, and a commitment to improving recipes and presentation. Word of mouth spread quickly, fueled by the reliable quality and authentic taste of her products. As orders grew, she formalized the business, expanding into complete catering services to meet the rising demand.
The story of Bintou’s Bakery is inseparable from Tiyana’s personal journey and her profound tribute to her late mother, Bintou. A hardworking woman well-known in Banjul for selling a variety of foods, Bintou embodied strength, dedication, and a genuine love for business.
Challenges were plentiful, as they are for many young entrepreneurs in The Gambia. Limited access to capital, the absence of mentorship, societal expectations, gender biases, and the juggling of family responsibilities weighed heavily. Managing every aspect alone—from production to marketing—added to the burden. Yet Tiyana’s belief in her vision never wavered. She reinvested every profit, sought out training opportunities, participated in trade fairs, and built networks wherever possible.
A central turning point arrived when Tiyana joined the EU Youth Empowerment Project (YEP) – Tourism and Creative Industries, a program supported by the European Union and implemented by the International Trade Centre (ITC) in partnership with the Gambian government. Designed to boost competitiveness, inclusivity, and sustainability in tourism and creative sectors—particularly for women and youth—the initiative provided her with essential skills in business management, branding, marketing, and customer service.
Through mentorship, networking events, and increased visibility—including features in program publications and participation in markets like The Gambia’s Good Market—Tiyana gained the tools and confidence to scale. “Being part of EU YEP opened doors to new customers and partnerships,” she reflects. “It boosted our credibility and helped us reach a wider audience.”
Today, Bintou’s Bakery and Catering stands out for its unwavering commitment to quality, authenticity, and innovation. The business uses fresh, locally sourced ingredients to infuse modern twists into traditional Gambian favorites. Offerings include beautifully handmade cakes for celebrations, a variety of snacks, coconut flakes, groundnut cakes, and more. Personalized service, meticulous attention to detail, strict hygiene standards, and standardized recipes ensure every customer receives a memorable experience.
“Our goal is to create not just food, but moments that reflect our culture, passion, and excellence,” Tiyana emphasizes. Customer feedback remains central, driving continuous improvement and consistency.
As a young woman in business, Tiyana has faced additional hurdles, including gender-related doubts and limited support networks. But these obstacles have only fueled her determination to succeed and inspire others. “Challenges are part of the journey,” she says. “They build resilience. With focus, adaptability, and passion, anything is possible.”
Tiyana’s advice to aspiring entrepreneurs—especially young women—is clear and encouraging: Believe in your ideas, seek mentorship, embrace learning, take calculated risks, and practice patience. “Entrepreneurship is a journey of growth,” she notes. “Stay persistent, and the rewards will come.”
Looking ahead, Tiyana has ambitious plans to expand the product range, upgrade equipment, enhance staff training, and reach more customers locally and regionally. Her ultimate vision is to establish Bintou’s as a leading brand synonymous with excellence, creativity, and positive community impact—while creating meaningful employment opportunities for women and youth.
She expresses deep gratitude to her loyal customers and supporters, whose trust motivates her daily. “Their belief in us drives everything forward,” she says. With continued innovation and dedication, Bintou’s Bakery and Catering is poised to grow from a heartfelt home kitchen tribute into a lasting symbol of Gambian entrepreneurial spirit.
In a nation where small businesses fuel economic hope, Jalima Tiyana’s story reminds us that passion, perseverance, and a mother’s legacy can bake something truly extraordinary.
