Our History
54 Capital helps create industry champions in Africa through its entrepreneurial approach
Country and sector agnostic. 54 Capital invests in countries and sectors with strong growth potential.
54 Capital adopts an ‘on-the-ground’ approach and is actively involved in creating, implementing and monitoring its value creation plan.
54 Capital Founded by Saad Aouad
54 Capital is founded in London to invest in African business with high growth potential and makes its first investment - into UPM, a Private University in Marrakech.
54 Capital Invests into the Ethiopian FMCG Space
Blue Bird Holding Ltd is established as an FMCG platform to invest in businesses in Ethiopia
54 Capital increases its presence in Ethiopia through further investments into the FMCG space.
Expanding the platforms reach in the FMCG sector through a growth capital investment into a factory with a small Edible Oil line to build a new refinery and create a leading Ethiopian Grown Brand. 54 Capital invests into Addis Pharmaceutical Factory, Ethiopia’s largest Pharmaceutical drug provider.
54 Capital introduced a turnaround strategy for the FMCG business, including a Brand Overhaul and the construction of a state-of-the art-Edible oil refinery
54 Capital exists its investment in UPM
Proparco/Ethos invest into Turaco
Proparco and Ethos (now the The Rohatyn Group) invest into the Edible Oil and Soap & Detergent businesses within the Bluebird Platform, under a newly created subsidiary ‘Turaco’
Norfund invests into SAMANU
The FMCG platform is renamed SAMANU. Nor fund backs the businesses vertical integration plan, focusing on boosting Ethiopia’s agricultural potential
