Beyond the Classroom: How Fadeelatu Yussif Is Building AfroTide and Redefining Community in Newfoundland and Labrador
Identity, Purpose, and Entrepreneurial Beginnings
Fadeelatu Yussif is a PhD student in Transdisciplinary Sustainability at Grenfell Campus, Memorial University, and co-founder of AfroTide, an African Caribbean business rooted in culture, community, and connection. Her work bridges academic research and entrepreneurship, blending knowledge with lived experience in a way that is both purposeful and practical. From the outset, her vision for AfroTide extended beyond business growth. It has always been about creating a sense of familiarity and belonging for communities who miss the cultural elements of home, while also inviting others to experience something new and meaningful.
From Learning to Building
Her transition from student to entrepreneur was not a matter of coincidence; it was shaped through her participation in the Study and Stay NL programme, which became a defining moment in her journey. Rather than simply offering guidance, the programme created a space where she could transform ideas into action and begin building something meaningful.
“The entire program for me was a game changer! Our coordinators were great and they helped me build my business to what it is today of which I am always great for,” she explains. It bridged her academic experience with practical application, giving her the opportunity to explore entrepreneurship within a structured and supportive environment.
Growing AfroTide with Intention
Following this foundation, Fadeelatu continued to invest in the growth of her business. She approached entrepreneurship as an ongoing process, seeking out opportunities that would strengthen AfroTide and expand its reach. “Since graduating, I have been expanding my business, AfroTide. As a founder of a startup, I have been involving myself in programming that helps me further build the business in terms of resources. This has helped open opportunities as well as helped in building stronger connections or partnerships for the business.” Her efforts have allowed AfroTide to evolve beyond its initial concept, positioning it as a growing presence within Newfoundland and Labrador. Each step reflects a commitment to learning, collaboration, and long term sustainability.
Building Skills and Confidence
A key part of Fadeelatu’s journey has been the development of skills that support her role as a founder. Every entrepreneur knows that a great idea is only the beginning. To truly bring a vision to life, a founder needs a solid foundation of practical strategy. When Fadeelatu first set out on her entrepreneurial path, the IENL program served as her ultimate toolkit, providing the essential insights needed to navigate the startup landscape. She states, “For me, all the program (IENL) resources were vital in helping me build my business. As an entrepreneur, I needed all that knowledge which the program provided.”
While gathering that raw information was a vital first step, the real evolution happened when Fadeelatu learned to turn that technical knowledge into a deep sense of self assurance. Armed with a clear understanding of business mechanics, she found the voice she needed to stand firmly behind her brand and articulate her worth to the market. “The skill set I built from the program further assisted me to become more confident in selling out my business to people and potential sponsors,” she explains.
Believing in her business naturally pushed her to embrace the next major challenge, which meant testing this newfound confidence in front of potential stakeholders. Stepping up as a true business leader required her to face unfamiliar environments and take risks, and the program became a supportive proving ground that challenged her to stretch her personal capabilities. “Being able to come out of my comfort zone was a standout for me. I became more bolder and confident through the program which I believe is essential in navigating one’s professional life.” By beautifully linking tactical knowledge with personal bravery, these experiences ultimately strengthened her ability to communicate her vision, build genuine relationships, and move forward with clarity.
Creating Community Impact in Newfoundland and Labrador
AfroTide is more than a business. It is a meaningful contribution to the cultural and social life of Western Newfoundland. By offering African and Caribbean food, fashion, and experiences, Fadeelatu has created a space where culture is both preserved and shared.
Her work provides a sense of home for African and Caribbean communities while also inviting others to engage with new cultures. She explains, “AfroTide, an African Caribbean business seeking to provide a taste of home to Africans and Caribbeans in Western NL while introducing other nationalities to the rich and diverse flavour of our food, fashion and community.” This creates opportunities for connection, understanding, and inclusion. In a region where diversity continues to grow, AfroTide adds depth and vibrancy to the community.
Advice for Future Graduates and International Students
Fadeelatu’s advice is grounded in her own experiences of growth and exploration. “For any international student, I would say, try to go out of your comfort zone sometimes, take opportunities and build connections.”
She also reflects on how Study and Stay NL programmes can continue to evolve to better support participants across different regions. “For improvement, maybe having some sessions here in Corner Brook for the folks here who are a part of the program for the sake of inclusion and belonging,” she points. Her insights highlight both the value of opportunity and the importance of accessibility.
A Journey That Continues to Inspire
Fadeelatu Yussif’s story is one of action, growth, and impact. She is not only pursuing academic excellence but also building a business that strengthens community and celebrates culture. Through AfroTide, she is creating connections that extend beyond commerce, shaping how people experience belonging in Newfoundland and Labrador. Her journey shows what is possible when education and entrepreneurship come together with purpose. It is a story still unfolding, driven by vision, confidence, and a commitment to making a difference.