It’s a blazing Wednesday afternoon in Kampala. The streets are bustling with life, and amidst the noise, a familiar chant rings out, unmistakable and cheerful: “Fruits, fruits, fruits… ayetazze fruits, ayingidewo Mama Arsenal!” In strides Eseza Agaba, famously known as Mama Arsenal, her vibrant red Arsenal jersey gleaming in the sun, a lemon-green basket of fresh fruits perched confidently on her hip. Her laughter is infectious, her presence magnetic, and her fruits, as enticing as her story.
At first glance, she might seem just like another hawker weaving through Kampala’s corporate corridors, but Mama Arsenal is a force of nature. Her unyielding spirit, unwavering work ethic, and clever use of her love for football as a marketing tool have built a legacy. This is the tale of a woman who turned a fruit basket into a foundation for a brighter future.
The Humble Beginnings
Born and raised in the countryside, Mama Arsenal’s life was immersed in the rhythms of village life and the thrill of football matches at local schools and sub-county gatherings.
Back then, she was the ringleader of her school’s “distraction squad”, a group of students tasked with throwing off opposing teams by dancing and singing cheeky, mocking tunes.
“We would count the number of times players touched the ball and allocate sticks to shame them after the match,” she recounts with a laugh. “It was all in good fun, but it showed me the power of bringing people together.”
Her love for football grew into an obsession when she moved to Kampala in the early 2000s.
That passion soon found its focus in Arsenal Football Club.
“The Invincibles season of 2003-04 changed everything,” she says. “Watching Thierry Henry play was like poetry in motion. From that moment, I became Mama Arsenal, the club’s loudest supporter in Uganda.”
From Water to Wealth
Mama Arsenal’s journey as an entrepreneur began humbly, selling boiled water branded as “Evans Water.”
When the company folded, she refused to give up.
“I started boiling and packing my own water,” she recalls. “From there, I moved on to selling fruits and juice, and that’s where my real story began.”
Her vibrant personality and football banter became her secret weapon.
Corporate clients in Kololo, Nakasero, and Naguru couldn’t resist her charm or her fresh, neatly packed fruits and juice.
Encouraged by her customers, she switched to disposable packaging, investing her profits to improve quality and expand her reach.
Today, Mama Arsenal earns between Ug. Shs. 200,000 and Ug. Shs. 300,000 weekly.
Her business has allowed her to construct a fully-fledged residential house, educate her children through secondary school, and provide for her family’s needs.
“Back then, I struggled for basic needs,” she says. “Now, my family never lacks. I thank God for giving me the strength to persevere.”
The Arsenal Connection
Mama Arsenal’s unwavering devotion to her team is woven into her business. As she walks into offices, she greets everyone with her signature chant, swiftly moving into discussions about the latest Arsenal match.
“Like last Sunday,” she laments, “our goal was cancelled unfairly by the referee. Injuries are also holding us back, but I’m confident Arsenal will finish in the top three this season.” Her animated commentary draws laughter and cheers from her clients, many of whom buy her fruits simply to keep the conversation going.
Her love for football isn’t limited to Arsenal. She remains a staunch supporter of Uganda’s local clubs, Villa FC and the Uganda Cranes. Her passion has taken her to matches in Rwanda, Kenya, and Burundi. “Football is a universal language,” she says. “It connects people, just like my fruits do.”
The Struggles Behind the Smile
Mama Arsenal’s journey hasn’t been without challenges. She recalls times when skyrocketing fruit prices and the cost of sugar nearly forced her to close shop.
“I almost gave up,” she admits. “But my love for what I do kept me going. I’d wake up every day with a smile and push harder. Passion is what drives success.”
Her resilience is matched only by her resourcefulness. From buying disposable bottles at retail prices to negotiating direct purchases from factories, she’s continually found ways to cut costs and grow her business.
Advice to Aspiring Entrepreneurs
Mama Arsenal believes that success lies in the details. “Cleanliness, good packaging, and marketing are everything,” she says. “Be talkative and approachable. Make your customers laugh. People don’t just buy your product; they buy the experience.”
Her story is a testament to the power of hard work, adaptability, and community. From her playful beginnings in the village to her rise as Kampala’s most beloved fruit vendor, Mama Arsenal has shown that success isn’t just about what you sell, it is about how you connect with people.
A Legacy of Resilience
“When people call me Mama Arsenal, it is not just about football,” she says with a twinkle in her eye. “It’s about a woman who never gave up, who turned her passion into a livelihood. And in Uganda, I am the one and only Mama Arsenal. No imitators allowed!”
As she walks away, her basket brimming with colorful fruits, her laughter lingers in the air. Mama Arsenal is more than a vendor; she’s a symbol of determination, creativity, and the unyielding spirit of a true Ugandan hustler.
