{"id":84223,"date":"2025-06-02T08:06:00","date_gmt":"2025-06-02T06:06:00","guid":{"rendered":"https:\/\/aktuelles.uni-frankfurt.de\/?p=84223"},"modified":"2025-05-30T13:06:54","modified_gmt":"2025-05-30T11:06:54","slug":"merging-culinary-and-community","status":"publish","type":"post","link":"https:\/\/aktuelles.uni-frankfurt.de\/en\/english\/merging-culinary-and-community\/","title":{"rendered":"Merging Culinary and Community"},"content":{"rendered":"<p><strong>With his start-up \u201cMamaye\u201d, Bahleby Tewelde wants to introduce the world to Eritrean-Ethiopian cuisine.<\/strong><\/p>\n\n\n\n<p><em>&#8222;I\u2019m a true &#8218;Frankfurter Bub&#8216; (Frankfurt boy), and proud of it,&#8220; Bahleby Tewelde says right at the start of the interview. The Goethe Business School (GBS) alumnus is not just a start-up founder but also a passionate communicator who loves to talk about his favorite topic: a different kind of food culture \u2013 one that stands for rediscovered sensuality, promises quality, and puts a strong emphasis on social connection. The product offered by his small company \u201cMamaye\u201d is a curated selection of authentic East African dishes, packaged in jars and ready for quick preparation.<\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">A Tribute to All Mothers<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"650\" height=\"450\" src=\"https:\/\/aktuelles.uni-frankfurt.de\/wp-content\/uploads\/2025\/05\/beitragsbild-genuss-650x450px.jpg\" alt=\"Bahleby Tewelde presenting \u201cMamaye\u201d at the PEG Building on Goethe University\u2019s Westend Campus.\" class=\"wp-image-83967\" style=\"width:522px\" srcset=\"https:\/\/aktuelles.uni-frankfurt.de\/wp-content\/uploads\/2025\/05\/beitragsbild-genuss-650x450px.jpg 650w, https:\/\/aktuelles.uni-frankfurt.de\/wp-content\/uploads\/2025\/05\/beitragsbild-genuss-650x450px-300x208.jpg 300w, https:\/\/aktuelles.uni-frankfurt.de\/wp-content\/uploads\/2025\/05\/beitragsbild-genuss-650x450px-500x346.jpg 500w, https:\/\/aktuelles.uni-frankfurt.de\/wp-content\/uploads\/2025\/05\/beitragsbild-genuss-650x450px-18x12.jpg 18w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><figcaption class=\"wp-element-caption\">Bahleby Tewelde presenting \u201cMamaye\u201d at the PEG Building on Goethe University\u2019s Westend Campus.<\/figcaption><\/figure>\n\n\n\n<p>Bahleby\u2019s parents came to Germany from Eritrea in the 1980s after fleeing the country with their two children because of the independence war. He grew up in Sossenheim and attended high school in H\u00f6chst. \u201cA pretty straightforward educational path that led me to Fulda University of Applied Sciences, where I earned my bachelor\u2019s and master\u2019s degrees in International Business Administration and Management \u2013 and also met my wife Yemi. Afterward, I worked at Heraeus, a Fortune 500 company based in Hanau. Once I was immersed in work life, I realized I wanted to continue developing myself, so I chose to study at Goethe Business School.\u201d<\/p>\n\n\n\n<p>Another major turning point: Bahleby and Yemi were expecting a child. A big support during this demanding life phase was Bahleby\u2019s mother, who cooked traditional Eritrean meals for the soon-to-be parents that they only had to reheat. Participating in a course on \u201cInnovation and Incubation\u201d at GBS gave Bahleby the idea: Why not just jar his mother\u2019s food and offer it to classmates for tasting? \u201cIt was a total success. People loved it right away,\u201d he says. After presenting at two small street festivals, the idea was further tested at Frankfurt\u2019s Museumsuferfest and the African Food Festival in Berlin. \u201cIt was incredible how many people wanted to try our dishes. That gave us the courage to keep going,\u201d says Bahleby. Together with his wife, he founded \u201cMamaye.\u201d \u201cThe name means \u2018my mother\u2019 in both Eritrea and Ethiopia and is a loving tribute to all mothers whose care forms the foundation of this project,\u201d he emphasizes. The jars can already be ordered online, and Bahleby hopes to soon have a booth on Westend Campus to engage in direct conversations with interested people.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Africa in Frankfurt<\/h2>\n\n\n\n<p>\u201cFrankfurt is a real hotspot for African cuisine,\u201d Bahleby points out. His research revealed that about 45% of East African restaurants in Germany are Eritrean-Ethiopian \u2013 while in Frankfurt, it\u2019s over 80%. \u201cWhat D\u00f6ner is to Berlin, Injera \u2013 the sourdough flatbread \u2013 is to Frankfurt, along with \u2018Handk\u00e4s mit Musik,\u2019 of course,\u201d he says with a laugh. That certainly makes it easier to enter the market, he adds. But what characterizes Eritrean-Ethiopian cuisine? \u201cIt features many vegan dishes, with lentils playing a big role. For us, it\u2019s all about the spices. And eating together from one shared platter is a key part of our food culture.\u201d<\/p>\n\n\n\n<p>Bahleby sees the current word-of-mouth marketing on and beyond campus not as a disadvantage but rather a strength: \u201cI love it when people experience \u2018Mamaye\u2019 and pass it on. Food culture stays alive when people are open to other influences. Over time, we\u2019d also love to explore other African cuisines and adapt them for our customers. During a trip to Rwanda, for instance, I discovered a dish with the curious name \u2018Rolex\u2019. It was super tasty.\u201d<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cJust Do It!\u201d<\/h2>\n\n\n\n<p>What advice would Bahleby give to other aspiring founders? Is there a recipe for success? \u201cThe most important thing is just to start! I began with the simple idea of sharing my mother\u2019s cooking. Of course, the journey was bumpy and had setbacks. For example, we discovered that preserving lentils is quite tricky. There are also a ton of food regulations you have to comply with. Sometimes it\u2019s really hard as a small start-up to test things and expand your knowledge. We were lucky to have access to a commercial kitchen that supported us and allowed us to use a large kettle.\u201d Bahleby mentions the concept of MVP \u2013 Minimum Viable Product. \u201cFor us, that was the food in a jar. Then you have to see: does it work, is it well received, and how can we grow from here?\u201d<\/p>\n\n\n\n<p>Bahleby and Yemi have since built a small team, including several Goethe University students. \u201c\u2018Mamaye\u2019 is our shared story, and we love growing it together.\u201d Many people are surprised to learn that Bahleby wrote his thesis on the start-up: \u201cI tell them, it\u2019s no big deal \u2013 you just need to find a professor who\u2019s willing to support your project idea.\u201d He also mentions Goethe University\u2019s Unibator program, where \u201cMamaye\u201d will join in the next pitch event.<\/p>","protected":false},"excerpt":{"rendered":"<p>With his start-up \u201cMamaye\u201d, Bahleby Tewelde wants to introduce the world to Eritrean-Ethiopian cuisine. &#8222;I\u2019m a true &#8218;Frankfurter Bub&#8216; (Frankfurt boy), and proud of it,&#8220; Bahleby Tewelde says right at [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":83967,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[126],"tags":[402],"post_folder":[],"class_list":["post-84223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-english","tag-unireport-2-25"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Merging Culinary and Community | Aktuelles aus der Goethe-Universit\u00e4t Frankfurt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/aktuelles.uni-frankfurt.de\/en\/english\/merging-culinary-and-community\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Merging Culinary and Community | Aktuelles aus der Goethe-Universit\u00e4t Frankfurt\" \/>\n<meta property=\"og:description\" content=\"With his start-up \u201cMamaye\u201d, Bahleby Tewelde wants to introduce the world to Eritrean-Ethiopian cuisine. &#8222;I\u2019m a true &#8218;Frankfurter Bub&#8216; 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