Growing up in Wollo, northern Ethiopia, Naol Adugna Oli lived through  severe drought and famine. From an early age, he dreamt of developing a sustainable and affordable solution to the malnutrition problem he saw all around him. He got the opportunity to relocate to Ethiopia’s capital, Addis Abeba, to get an education, and his drive took him all the way to  university. There, he found a group of peers who shared his drive and ambition. 





This is how Beta Blocker PLC was born. This startup creates nutritious food for children, nursing women, and people suffering from malnutrition. It uses local Ethiopian crops including faba beans, barley, fruit, vegetables and other raw materials dense in micro and macro nutrients. The ingredients for the range of biscuits, crackers and powdered food products for children and adults alike, are sourced directly from farmers. But what makes Beta Blocker PLC unique is their circular economy approach: They use sustainable packaging, encourage the reusing of products and the regeneration of natural systems. 

With support from YALTA, the World Food Program, the Danish Technical University, the German Development Organization, and others, they are now well underway in their business selling Amazing Cookies to local shops. The cookies also serve as nutritional supplements for school food programs and health institutes. Their aim is to be the largest food product producer in Africa, and a leading company to supply supplemental foods, while protecting Ethiopians from undernourishment. 



Naol Adugna Oli    

Circularity to Combat Malnutrition

Smile, Table, Happy

Naol adugna oli

circularity to combat malnutrition



Growing up in Wollo, northern Ethiopia, Naol Adugna Oli lived through  severe drought and famine. From an early age, he dreamt of developing a sustainable and affordable solution to the malnutrition problem he saw all around him. He got the opportunity to relocate to Ethiopia’s capital, Addis Abeba, to get an education, and his drive took him all the way to  university. There, he found a group of peers who shared his drive and ambition. 





Smile, Table, Happy

This is how Beta Blocker PLC was born. This startup creates nutritious food for children, nursing women, and people suffering from malnutrition. It uses local Ethiopian crops including faba beans, barley, fruit, vegetables and other raw materials dense in micro and macro nutrients. The ingredients for the range of biscuits, crackers and powdered food products for children and adults alike, are sourced directly from farmers. But what makes Beta Blocker PLC unique is their circular economy approach: They use sustainable packaging, encourage the reusing of products and the regeneration of natural systems. 

With support from YALTA, the World Food Program, the Danish Technical University, the German Development Organization, and others, they are now well underway in their business selling Amazing Cookies to local shops. The cookies also serve as nutritional supplements for school food programs and health institutes. Their aim is to be the largest food product producer in Africa, and a leading company to supply supplemental foods, while protecting Ethiopians from undernourishment. 



Naol adugna oli

circularity to combat malnutrition



Growing up in Wollo, northern Ethiopia, Naol Adugna Oli lived through  severe drought and famine. From an early age, he dreamt of developing a sustainable and affordable solution to the malnutrition problem he saw all around him. He got the opportunity to relocate to Ethiopia’s capital, Addis Abeba, to get an education, and his drive took him all the way to  university. There, he found a group of peers who shared his drive and ambition. 





Smile, Table, Happy

This is how Beta Blocker PLC was born. This startup creates nutritious food for children, nursing women, and people suffering from malnutrition. It uses local Ethiopian crops including faba beans, barley, fruit, vegetables and other raw materials dense in micro and macro nutrients. The ingredients for the range of biscuits, crackers and powdered food products for children and adults alike, are sourced directly from farmers. But what makes Beta Blocker PLC unique is their circular economy approach: They use sustainable packaging, encourage the reusing of products and the regeneration of natural systems. 

With support from YALTA, the World Food Program, the Danish Technical University, the German Development Organization, and others, they are now well underway in their business selling Amazing Cookies to local shops. The cookies also serve as nutritional supplements for school food programs and health institutes. Their aim is to be the largest food product producer in Africa, and a leading company to supply supplemental foods, while protecting Ethiopians from undernourishment.