David Schmunk
A F R ICA N DR E A M F O OD S
A N A H E I M , CA L I F OR N I A
A
frican foods and flavors are being
discovered throughout the U.S. But not fast
enough for David Schmunk, founder and
managing director of African Dream Foods, which
is bringing the flavors of Africa to U.S. consumers
while supporting wildlife preservation on the
African continent.
"African food is underrepresented," says
Schmunk, 39. "When people think of Africa, they
see beads, figurines, maybe fabrics. Yet there is so
much more to that diverse continent."
Schmunk's food journey is unusual. He
worked in the oil fields and electronic medical
records after graduating from Oklahoma State
in 2006 with a marketing degree. He then built
a career in motorcycle parts distribution. But
Schmunk wanted to make a change—and a
difference. He traveled the world, visiting cities
and food shows. He spent time in South Africa
and became enchanted by its cuisine, especially
the spices and sauces. "I wanted to create a
new category and bring those flavors to U.S.
consumers," he says.
The Wildlife Connection
He studied wildlife throughout his travels. "Wildlife
affects the planet but it does not receive the same
publicity or funding as climate change or water
resources. It is an issue to which African Dream
Foods can make a contribution.
"Africa has the greatest diversity of wildlife in
the world and the animals are suffering. There has
been a 70 percent decline in the number of giraffes
in the wild over the past few decades."
African Dream Foods donates 10 cents per
bottle sold and 40 cents per gift pack to two
organizations—Paws Trail Explorers and Wild Shots
Outreach. Paw Trails Explorers is a global union
of people who photograph and share the voice of
the vanishing species. Wild Shots Outreach's aim
is to engage young people from disadvantaged
communities in wildlife and wild places through
photography. Both organizations focus on wildlife
and the challenges faced by local communities.
African Dream Foods launched in 2021 and
offers eight sauces, including Peri Peri Sauce and
Ghost Pepper Sauce. The company also offers
seasoning and salt blends, such as Safari Smoke
Seasoning. All products are manufactured by a
150-person company in Africa with local produce.
Finished product is then shipped to the U.S.
Wildlife photos on the labels make the products
"stand out on the shelf," says Schmunk.
Sales are coming along. The product is carried in
more than 100 zoo gift shops, such as the Los Angeles
Zoo, Pittsburgh Zoo, and Cheyenne Mountain Zoo,
which increases visibility among those interested
in wildlife and aligns with the company's mission.
African Dream Products are also sold in hot sauce and
spice retailers across the country. Approximately 200
retailers carry the brand.
The goal is to go mainstream. "We would
like to be in 3,000 stores in three years, including
chain supermarkets such as Ralph's and Publix,"
says Schmunk. "And we plan to expand the line to
include coffees, oils, and other African products.
"The more we sell, the bigger impact we can
make."
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Ron Tanner is president at the Tanner Food Group.
