When the world slowed down during the COVID-19 pandemic, Hamza Habib Jemal found his moment of clarity in the heart of Mercato Market, one of Africa’s busiest marketplaces. Amid the noise and bustle, he noticed something many missed — a gap between consumer expectations and the quality of products available. That insight sparked the beginning of what would become Hitala Trading PLC: a multi-sector powerhouse driven by purpose, innovation, and a deep-rooted vision for Ethiopia’s role in global trade.
Today, as the CEO of Hitala Trading PLC, Hamza Habib Jemal is not just leading a business — he’s steering a mission. His journey is anything but conventional. From studying consumer behavior at local markets to building a sophisticated international operation that deals in foodstuffs, specialty chemicals, and luxury vehicles, his story is a testament to entrepreneurial agility and resilient leadership.
A Pandemic-Era Realization
“I saw people trying to make the best out of limited options — products were either affordable or of good quality, rarely both,” says Mr. Jemal, recalling his early research trips to Mercato. Instead of launching a company on instinct, he mapped out a supply chain model that would source directly from manufacturers, cut out inefficiencies, and pass on real value to customers.
He also made a bold move — investing early in a strong online platform. At a time when lockdowns paralyzed brick-and-mortar businesses, Hitala Trading embraced e-commerce, making its products accessible even during the toughest days of the pandemic.
Built on Vision, Fueled by Values
What sets Mr. Jemal apart is his ability to fuse business goals with social and environmental consciousness. “For me, entrepreneurship isn’t just about profits,” he says. “It’s about solving problems and creating shared value.”
Whether it’s promoting food security through nutritious product lines or ensuring the safe, eco-friendly formulation of agrochemicals, every vertical of Hitala operates with responsibility in mind. His leadership emphasizes ethical sourcing, transparent communication, and sustainable growth.
Internally, the company thrives on innovation. “Our biggest strength is agility,” says Jemal. “We adapt quickly to market shifts, we listen to our customers, and we evolve continuously.”
A Day in the Life
A typical day for Hamza begins early with performance reviews and quick strategy huddles with his team. The rest of the day is spent balancing long-term planning with real-time problem-solving — meetings with international partners, reviewing product pipelines, and staying updated on global trade trends. But there’s always time set aside for learning. “You can’t grow a business if you’re not growing yourself,” he notes.
Lessons in Leadership
One of Mr. Jemal’s defining leadership moments came during a regulatory setback on a high-stakes project. “Rather than retreat, we realigned our strategy overnight. We involved the whole team, encouraged fresh thinking, and found a new path forward.” The result? A successful project delivery and a stronger, more unified company.
This hands-on leadership style — open, adaptable, and collaborative — is echoed across the Hitala organization.
Scaling Sustainably
Hitala’s impressive growth hasn’t come at the cost of quality. As the company expands across continents, it continues to invest in talent, tech infrastructure, and scalable systems. “Growth is only valuable if it’s sustainable,” Mr. Jemal insists. “That means streamlined operations, empowered teams, and a clear purpose.”
New product lines and international partnerships are in the pipeline, and the company is preparing to enter new regions across Asia and the Middle East.
Ethiopia on the Global Stage
Perhaps most inspiring is Mr. Jemal’s broader vision — to position Ethiopia as a global trade leader. “This is more than a business ambition,” he says. “It’s about empowering communities, creating jobs, and showing the world what Ethiopia is capable of.”
He envisions a future where Ethiopia is not only known for its heritage and culture but also as a competitive hub for high-quality, affordable, and sustainable goods.
In a business world saturated with buzzwords, Hamza Habib Jemal brings something rare — clarity. His rise from observing unmet needs at a local market to heading one of Ethiopia’s most forward-thinking enterprises reflects both foresight and courage.
As Hitala Trading PLC continues to scale globally, one thing remains constant: a commitment to purpose-driven leadership, customer-first values, and a deep belief in Ethiopia’s potential to lead on the world stage.
