Kidus Asfaw
Co-Founder & CEO, Kubik
Kidus Asfaw is the visionary co-founder and CEO of Kubik, an award-winning African startup transforming plastic waste into sustainable, low-carbon building materials.
Early Life & Academic Journey
After completing high school in Ethiopia, Kidus left with aspirations to become a hydroelectric engineer. Although he pursued electrical and biomedical engineering abroad, his career ultimately pivoted toward public policy and global development.
World Bank and UNICEF Experience
Kidus’ professional journey took a significant turn with his role at the World Bank, followed by impactful work at UNICEF. At UNICEF, he led initiatives that repurposed plastic waste into sustainable construction materials—a concept that would later evolve into the foundation for Kubik.
Founding Kubik
The 2017 landfill landslide in Addis Ababa, which claimed over 116 lives, deeply impacted Kidus. This tragedy motivated him to launch Kubik—a company dedicated to turning plastic waste into affordable building materials while restoring dignity to underserved communities.
Kubic’s mission is both ecological and social: tackling plastic pollution while creating innovative solutions for Africa’s housing shortages.
Building a Mission-Driven Team
Kidus co-founded Kubik alongside Penda, with both sharing a strong belief in creating a better world for the next generation. In assembling the team, Kidus emphasized value alignment over mere technical skill, recruiting individuals passionate about Africa’s future and sustainability.
Persistence and Growth
Raising funding for Kubik was no easy feat. Kidus conducted over 800 investor meetings, facing repeated rejections but using each as a relationship-building opportunity. His resilience paid off—Kubik eventually raised $3.34 million, largely through referrals from investors who initially declined.
Kidus’ mantra: perseverance turns rejection into success, a mindset critical for every entrepreneur navigating uncertainty.
The Power of Storytelling
Kidus views storytelling as an entrepreneur’s superpower. His three golden rules: know your personal “why,” don’t fabricate stories, and always start by highlighting the problem you are solving. Authentic storytelling, he believes, creates lasting emotional connections with audiences, investors, and partners alike.
Vision for Africa and Climate Action
Recognized among Time Magazine’s Top 100 Climate Contributors in 2023, Kidus champions Africa’s cities as catalysts for global climate innovation. He believes transforming construction practices—moving away from cement toward cleaner alternatives like Kubik’s—can unlock a trillion-dollar climate opportunity.
For Kidus, the future lies in scalable, sustainable development powered by cities that innovate boldly and inclusively.
