By Joshua Tosin Ogunsakin 
AuntJoBakehouse began in June 2020, born out of a love for baking and a desire to create something meaningful. At the time, the founder Joanna Etim, had been searching for a job but found nothing aligned with her true passion.
When her aunt requested small chops for a birthday party meant for about 50 people, she agreed and the positive feedback from guests became the spark that ignited the business.
Despite starting without any income or investment, AuntJoBakehouse steadily grew, driven by passion and resilience. A key milestone came in 2021 when the business catered a three-day corporate training event, supplying 100 pies each day.
That same year, AuntJoBakehouse also supplied pastries to three restaurants without in-house bakeries, marking the first major expansion beyond private events.
The business faced challenges in 2023 due to the global increase in flour prices caused by the Ukraine war, which temporarily paused operations. By 2025, AuntJoBakehouse resumed full operations, pushing forward with renewed consistency and intentionality.
Spreading Happiness Through Baking
AuntJoBakehouse’s mission is to create delightful catering experiences by providing high-quality, freshly baked pastries, small chops, and cakes that bring joy to clients.
The organization addresses the need for affordable, delicious, and aesthetically pleasing food for various events, ensuring every client enjoys both taste and value.
Services: Catering Excellence
The primary services of AuntJoBakehouse include catering for events and specializing in pastries, small chops, and cakes. The business also offers customized trays, platters, and event snack packages tailored to client preferences.
Whether it’s a wedding, birthday, corporate meeting, or social gathering, AuntJoBakehouse aims to deliver excellence in every bite.
Target Audience and Client Impact
AuntJoBakehouse primarily serves individuals and organizations hosting events, including weddings, birthdays, corporate meetings, and social gatherings. The organization measures its impact through positive client feedback, returning customers, word-of-mouth recommendations, and the successful execution of catered events.
To date, AuntJoBakehouse has catered for no fewer than 20 significant events, each contributing to its growing reputation for quality and reliability.
Funding and Revenue
The business is fully self-funded, with all expenses and growth supported through personal investment and revenue generated from the sale of pastries, small chops, and cakes.
Some can say aunt Jo makes a revenue turnover of an average of 3m monthly
Challenges: Rising Costs and Market Reach
AuntJoBakehouse faces challenges such as the rising cost of ingredients and inconsistent power supply, both of which affect pricing and profit margins.
Limited access to wider marketing channels also constrains the ability to reach new customers and scale services beyond the immediate community.
Collaboration and Partnerships
Collaboration and partnership
To achieve this mission, aunt Jo bakehouse collaborates with corporate organizations, event planners, churches and top restaurants. Maintaining strong relationships with clients is also a key part of the business model, ensuring customer’s satisfaction and repay engagements
Organizational Culture
Excellence and quality are at the heart of AuntJoBakehouse. The team prioritizes customer satisfaction, ensuring that every product meets high standards of taste, presentation, and consistency.
Future Goals: Expanding Reach and Building a Brand
In the next five to ten years, AuntJoBakehouse aims to become a household name for pastries and small chops.
Plans include expanding catering services on a larger scale, establishing a fully equipped production space, growing the staff team, and building a brand recognized for excellence across Nigeria.
AuntJoBakehouse exemplifies how passion, resilience, and commitment to quality can transform a hobby into a thriving business, delighting clients with every tray, cake, and platter served.