Our Story

Welcome to Essina Wholefoods®, where passion for quality and commitment to health converge. Our journey began with a simple yet powerful idea: to provide wholesome, natural, and nutritious whole foods that nourish both body and soul. We bring real wholefoods direct to consumers, whilst giving back to the communities by sourcing produce from smallholder farmers and processors. Our name hails from the lost trading city of Essina in current day Somalia, and we remain committed to showcasing the best of produce, just as the merchants of Essina did centuries ago.

our founder

Samale Nur

Meet Samale, the vision behind Essina Wholefoods®. Born and raised in Somalia, Samale was deeply influenced by his mother, a formidable businesswoman passionate about quality and community. Growing up, he watched her excel in local markets, instilling in him a love for authentic, natural foods.

After moving to the UK and building a successful career as a sourcing and procurement consultant, Samale’s passion for wholefoods remained strong. In 2021, he founded Essina Wholefoods® to bring the rich, diverse flavours of African produce to the UK, supporting small-scale farmers and sharing his heritage.

Our Values

I am because we are

Quality: We believe in offering only the best. Each product is carefully selected to ensure it meets our high standards of quality and taste.

Sustainability: We are committed to protecting our planet. Our products are sourced from sustainable farms and producers who share our respect for the environment.

Community: The ancient African philosophy of Ubuntu, meaning "humanity towards others," is behind everything we do. We value the relationships we build with our customers, suppliers, and the broader community. Together, we can make a positive impact on our health and our world.

Our Promise

Transparency, Integrity and Excellence

We promise to remain true to our founding principles and continue to provide you with the highest quality wholefoods. We are dedicated to transparency, integrity, and excellence in everything we do. When you shop with us, you can trust that you are making a healthy choice for yourself and the planet.