Mudiaga Mowoe: The Visionary Making Matta Matter
For Mudiaga Mowoe, building Matta wasn’t just about solving supply chain problems — it was about creating connections where none existed. With over 10 years in the African chemical and manufacturing space, he witnessed the paradox of a continent rich in resources yet struggling to meet the everyday needs of its people. Manufacturers couldn’t find the materials they needed, and suppliers couldn’t reach the businesses that needed them most. This gap sparked the idea of a centralized platform, but it would take years before it became a reality — Matta
Matta was founded on the belief that achieving strong economic growth across Africa begins by reducing over-reliance on imports and strengthening the capacities of the continent’s primary and secondary manufacturing sectors.
Today, Matta is Africa’s premier digital marketplace connecting manufacturers with suppliers of Chemicals, Raw Materials, Ingredients and Commodities to facilitate the growth and development of sustainable economies.
Building Up From Strong Roots
What drove you towards the tech space? Is there any moment or interaction that was the catalyst into getting the space?
When I moved back to Nigeria, I worked as the country manager for a South African company called Ferro Corporation. Ferro manufactures various chemical raw materials across multiple sectors, and we serviced many manufacturers. One thing we used to see was that clients often asked for chemicals and raw materials we didn’t produce. Since they were our clients, they expected us to source these items for them, which highlighted a gap — there wasn’t a central platform where manufacturers could easily find the chemicals and raw materials they needed. At the time, the thought crossed my mind, but I didn’t act on it. I just went about work as usual and would facilitate the transactions through the company, sourcing what clients needed wherever I could. It was business as usual. Eventually, Ferro wound down its operations in Nigeria during the 2018 recession.
After that, a friend and I decided to start Momentum Chemicals. Soon after the COVID-19 pandemic hit, the initial idea of a central repository for chemicals and raw materials began to take shape. I started roughing out designs and thinking through the basic tenets: trade, logistics, and financing. But as I explored further, I realized it needed to be structured as a startup. The problem was, I had no experience in the startup space.
I shared the idea at dinner with 3 of my friends who are founders who were instantly enthusiastic. They encouraged me to build it, but I was hesitant about entering the tech space. By the end of that dinner, I was convinced — I had to build this company and that was the beginning of Matta.
How are you navigating being a solo founder?
Honestly, God has been my anchor. I tell everyone this: there’s nothing I’ve done from the moment I started Matta to now that hasn’t been directed by Him. I take my prayers very seriously, and I believe that’s been instrumental in guiding me through this journey.
But beyond that, I’ve had the privilege of building the most amazing management team. Yes, I’m technically a solo founder, but it doesn’t feel that way because of how deeply invested and committed the team is to Matta’s success.
So, while I may be a solo founder on paper, it’s the dedication of the team that makes Matta what it is today.
On to the matter of Matta
What is the story behind the name Matta?
Matta is a platform for chemicals, raw materials, ingredients, and commodities. Initially, it was focused on chemicals. When you think about chemicals, the periodic table naturally comes to mind — it’s the foundation of everything that exists. Breathing involves oxygen; water is hydrogen and oxygen combined; even the human body is composed of complex carbon structures.
Chemicals and raw materials are essentially the building blocks of economies and life. They’re the foundation of everything we create and use — what we call “matter,” anything that has weight and occupies space. That’s where the idea for the name came from. Initially, I decided to name it Matter. But one day, while chatting with a friend, he assumed the spelling was Matta. I thought about it and realized it gave the name a unique, stylized twist and the name stuck.
Do you remember who your first hire was, for Matta?
So let me put it this way. Zainab was actually the first person I spoke to about Matta, but she wasn’t the first to officially join because of contractual obligations. She was working for a multinational at the time, so I was honestly surprised by her confidence to leave and join this new venture. But she did, and I am grateful for that.
How would you describe Matta’s value proposition in one line? And at the end of the day, what are the benefits for Africa’s growth and development in the long run?
Matta connects Africa’s manufacturing sector with seamless access to raw materials, logistics, and financing, driving efficiency and growth across the value chain.
At its core, Matta is addressing the inherent opacity in Africa’s supply chain by providing visibility, accessibility, and solutions for manufacturers, suppliers, logistics, and financiers. Strong economies are built on thriving private sectors, particularly manufacturing, which often falters due to challenges like unreliable supply chains, and lack of financing.
Matta’s platform not only bridges these gaps but also empowers manufacturers with the resources they need, streamlines logistics for cost efficiency, and gives financiers confidence through transaction transparency. At every point in the value chain, we solve each and every one of those problems. So from an Africa perspective, you begin to create value in a way that encourages manufacturing to continue.
How would you describe the impact of recent technological advancements on the chemical trading sector in Africa? Have these developments influenced the way Matta operates, and how have you adapted to address the unique challenges within this space?
In the chemical trading space, technology has not existed for a very long time. You have legacy traders who have been doing this for years in various niches of the sector and made a lot of money. However, the application of technology, particularly for transparency and discovery, is a relatively new development.
The key here is that, as we build, we continuously learn and adapt to improve. One of the questions people ask is about incorporating AI. While AI is a hot topic, Africa’s challenges require us to focus first on foundational infrastructure. In developed regions, AI can precisely predict logistics, factoring in traffic and weather patterns. In Africa, the starting point is more fundamental: Is there even a truck available? Does it have GPS tracking? Is it insured? These are the gaps we must fill before fully leveraging advanced tech like AI.
While AI and other advancements play a supportive role, the real priority is enabling the infrastructure that will drive sustainable growth in Africa’s manufacturing and supply chain sectors.
Apart from Nigeria, in which other markets is Matta currently operating?
Currently, we’re transactionally present in Senegal, Ivory Coast, and South Africa. We’ve established partnerships in all of these markets and are in the process of launching local operations in South Africa, where we will be building a team to support that market.
The Founder’s Lens: Real Talk on Building Matta
When you started, what were the early hurdles that you faced? And you, how did you overcome them?
Like most tech startups in the ecosystem, one of the biggest hurdles we faced in the beginning was having to bootstrap before Matta officially raised. As a result, cash flow was often tight, so tight that once, I had to call one of my mentors to lend us some money to pay salaries. We were 3 months in at this point. I really have to give that person credit and give credit to the people around us who believed in what we were building.
Have you ever been rejected by any investor?
Every startup has their fair share of rejections. It builds character, but I’m thankful that most of the investors we’ve ever spoken to have believed in the future that we are building.
What factors influence your decision on which investors to accept funding from and which ones to decline?
At this stage, it’s not just about the money — it’s also about value. We are grateful investors who can bring the most value to our business. As a first time founder, there’s still a lot to learn and I’m always grateful to have people around me who can help with that growth journey.
Has there been a defining moment or a significant achievement in your entrepreneurial journey that stands out to you?
There’s a lot of growth and grit that you develop. The person you were at the start of this journey isn’t the same person you are six months, nine months, or even a year later. In that sense, the journey itself is made up of multiple amazing moments that shape you.
Of course, there were significant milestones, like when we closed our first funding round or getting our first large corporate supplier and manufacturer, but as time goes on, those events become part of the past. The stakes keep getting higher, and you’re always looking ahead to the next challenge.
If you weren’t building Matta today, what would you be doing instead?
I’ve never really thought about that because I can’t imagine doing anything else. Even before I started Matta, I felt like my purpose was to transform the manufacturing sector in Nigeria. Right now, Matta and I are so intertwined that I can’t see a distinction between the two. For instance, I was recently asked in an interview, “Where do you see yourself in five years?” I tried to answer by thinking about where Matta would be, and the interviewer pointed out, “No, we’re asking about you, not the company.” It was a difficult question to answer without thinking about Matta.
Founders’ Wisdom: Mudiaga’s Insights
What would you say is your top advice for aspiring founders?
Entrepreneurship is challenging. It’s not the glamorous lifestyle people often think it is; it’s hard work. So, if you’re thinking about becoming a founder, you need to be sure you truly want it. The company you build has to be something you’re passionate about — something that consumes you. For me, my faith is number one, but after that, it’s all about the business. You have to be fully committed to it, thinking about it day in and day out. It requires a level of dedication where your business is your everything.
I can say this now because I’m not married or have kids, but when that changes, my family will be my priority. However, for an aspiring founder, your business has to be your constant focus. The road won’t be easy, and the obstacles won’t stop. I once told a friend who’s a founder, “I wish I could pause life for a week and rest before picking it up again,” but that’s not how it works. You can’t afford to get discouraged, even when things get tough. Perseverance is the key. If you can persevere, you will succeed.
When it comes to building a sustainable business, especially in these times that we’re in, what would you regard as most important?
When it comes to building a sustainable business in Africa, especially in today’s climate, one of the key factors is remaining true to the problem you’re trying to solve and not losing sight of the goal. Consistency in this is important.
Resilience is another critical factor. It’s important to build this into your business. When we started Matta we decided to start by providing offerings from multiple verticals. We did this to overcome seasonality of demand and build resilience in the business. This also led to a focus in diversification. Not just in product offerings, but also in market focus. Each market has its fair share of challenges.
For us, survival over the past year has been based on our ability to diversify our market focus and revenue streams.
Based on your journey and how you got into building Matta, would you say it’s essential for a founder to have experience working in a similar space before starting their own venture?
Yes, absolutely. There are two key reasons. First, you gain a deep understanding of the industry you’re entering, which is crucial. Second, working in a similar space helps you understand corporate structure, which is often overlooked by many founders. For example, a lot of my experience in setting up Matta’s early commercial structure comes from my experience working at a global chemical company with robust corporate structures. Without that experience, it would have been much more difficult for me to build a structured company.
Do you have any sector-specific advice for founders building in the same space as you?
I think the most important advice I’d give, regardless of the sector, is having a deep understanding of the industry you’re operating in. This knowledge is crucial because it forms the foundation for the solution you build. It doesn’t work the other way around — you need to understand the process first, then identify where you can add value.
On a lighter note, if business partners or investors from outside Nigeria visited Lagos today, where would you take them to experience the city’s authentic cuisine?
I’d probably take them to Nok by Alara if they really want to experience the local flavors. But if I wanted to share something more specific to my part of the country, I’d take them to Delta Pot.
