AGRA

In the bustling heart of Addis Ababa, a quiet milk revolution is underway. At the helm is Selam Yihun, 27, a dynamic young entrepreneur redefining what it means to lead with purpose. As Co-Founder and CEO of Plafko Trading PLC, Selam is on a mission to make plant-based living not just a lifestyle choice but an accessible solution for millions across Ethiopia.

Selam’s journey into agribusiness is deeply personal. Inspired by her mother, a nurse known for her compassion and service, Selam learned early the value of community impact. As a teenager, she volunteered in her community, shaping her sense of responsibility and drive for positive change. “Those early experiences shaped my vision,” she reflects. A transformative trip to Kigali, Rwanda, later cemented her entrepreneurial path.

“In Kigali, I saw milk bars where plant-based drinks like soya milk and oats were everyday staples,” she says. “It struck me that in Ethiopia, such concepts were rare. I realized e-commerce and agro-processing could transform nutrition across Africa.”

Returning home, Selam undertook extensive research, interviewing 300 individuals and 54 cafés and milk processors. The findings revealed a strong demand for affordable, high-quality plant-based alternatives. She and her team launched Plafko in 2024, selling over 187 litres of oat milk and generating the company’s first round of revenue. “We’re now working In the Process of working with farmers to grow oats aiming to produce over 80 litres per day and sell at 800 birrs per litre,” Selam explains. “Our goal is to scale mechanized production for middle-class buyers.”

Her strategy focuses on collaborating with local farmers and esteemed research institutions such as AGRA to improve seed production and implement biofortification. It aims to improve soil health, increase seed multiplication and marketing, and address micronutrient deficiencies in plant-based products.

Plafko’s fortified, dairy-free alternatives position the brand as a leader in combating malnutrition and offering healthier food options for populations with lactose intolerance or dietary restrictions. “Our products deliver on both taste and health—without compromise,” Selam says.

With its strong Ethiopian identity and cultural authenticity, Plafko resonates with health-conscious consumers, individuals observing fasting traditions, and those embracing modern, lifestyle-driven choices. The company leverages digital platforms and B2B partnerships with cafés, restaurants, and organic markets to expand its reach. Through her experience and consultations across business, marketing, and startup incubation, Selam has built a unique skill set to drive Plafko’s mission forward. Startup programs like Jasiri Talent Investor and BIC Africa Catalyzer have supported her in refining the business model and scaling operations.

AGRA’s efforts to strengthen agribusiness ecosystems in Africa align closely with Selam’s mission. “Support from organisations like AGRA—whether through training, market access, or catalytic funding—can make the difference between an idea remaining on paper and becoming a movement,” she reflects. As Chair of the Youth Sounding Board for the European Union Delegation to Ethiopia and a member of the World Food Forum Youth Representatives Program (WFF YRP), Selam envisions building networks among youth and agro-processors to facilitate knowledge-sharing and strengthen agricultural value chains.

She knows shifting Ethiopian consumption habits requires innovation. “We’re educating communities on the health and environmental benefits of plant-based diets while ensuring affordability and cultural acceptance,” she explains.

In Ethiopia, where child malnutrition remains a significant challenge, Selam believes addressing these issues requires collective synergy across sectors. “Together, we can create sustainable solutions that nourish children and strengthen communities,” she emphasizes.

The participation of ten Ethiopian youth delegates at the Africa Food Systems Forum (AFSF) 2025 in Dakar — including the bold leadership of Selamawit Yihun, founder of OatMilk Ethiopia — demonstrated how global exposure transforms youthful ideas into real opportunity. In the Youth Dome, where she showcased her plant-based nutritional innovation, Selamawit captured the essence of the experience, saying: “The Dome turned shyness into confidence; it taught me that innovation begins with courage.” Her visibility expanded even further through Farm Radio International and AGRA’s communications platforms, where she took part in live broadcasts that carried Ethiopian youth voices across 22 African countries. Dakar became a turning point: a place where Selamawit’s creativity, communication, and courage converged into a clear pathway for scaling climate-smart nutrition, strengthening women’s agribusiness leadership, and contributing to Ethiopia’s future in food-systems transformation.

Looking ahead, Selam plans to launch fortified plant-based yoghurts, expand distribution across East Africa, and invest in larger production facilities by 2026. Beyond business, she sees her work as a commitment to environmental stewardship and community health. “It’s not just about plant-based food,” she says. “It’s about nourishing people and the planet.”

For Selam, success is measured not only in litres sold but in lives changed. As she stands at the forefront of Africa’s plant-based revolution, her message to aspiring entrepreneurs is clear: “Start small, dream big, and build with purpose.”