Brands/Products
Rising Wheat Consumption in Nigeria Creating Job Opportunities—Crown Flour
By Aduragbemi Omiyale
The rising consumption of wheat derivative foods in Nigeria is stimulating job opportunities at the production, processing, distribution, warehousing and retailing levels of the wheat value chain, Crown Flour Mill Limited, a subsidiary of Olam Nigeria, has disclosed.
“Presently, the wheat value chain accounts for over 10.5 million jobs generated annually in Nigeria.
“This of course has placed the wheat value chain at the centre of the various economic development agenda of the federal government of Nigeria,” the Managing Director of Crown Flour, Mr Ashish Pande, said last Friday when he led the company’s senior management team to the Minister of Labour and Employment, Mr Chris Ngige, in Abuja.
Recent government data revealed that in the fourth quarter of 2020, 33.3 per cent of the Nigerian labour force was unemployed. While the various COVID-19 curtailment policies have been relaxed to some extent, various socioeconomic disruptions continue to pile pressure on businesses and jobs.
Hence, it is estimated that the current unemployment figure in the country is expected to increase even further in 2021 and 2022.
All jobs being generated in the country in the current economic crunch and particularly along the wheat value chain are critical to positively impacting livelihoods, feeding the nation, and stimulating economic growth.
During the visit, Mr Pande, represented by the Corporate Affairs Manager of Olam Nigeria, Ms Damilola Adeniyi, assured the Minister that the firm will continue to collaborate with other stakeholders within the local wheat value chain in sustaining the socio-economic value proposition of the sector.
He disclosed that flour millers will continue to take bold developmental steps through scaled investments in critical areas, including seed trial and research, training of smallholder wheat farmers and funding of the various farming research institutes in the country to ensure that the current local production level of the wheat crop improves significantly.
“While these efforts have ensured that we keep providing affordable and quality food for the growing Nigerian population, they have also helped to increase the number of jobs being created for the active segment of the population.
“Overall, the investment efforts, which extend to capacity building initiatives for bakers, are beginning to yield positive results,” he stated.
Stressing further on the importance of the local wheat value chain, Mr Pande said that while prices of other major national staple foods such as rice, garri, yam and beans have risen sharply by 3.2 per cent, 6 per cent, 5.3 per cent and 13.4 per cent respectively, in the past months, the prices of wheat derivative foods have been largely cushioned from the inflationary trend by local millers and bakers who continuously absorb the extra cost of production to keep feeding the population.
The solicited the backing of the Minister to ensure that millers continue to deliver on their employment generating potential, noting that, “If the current wheat value chain developmental drive is sustained, it would help secure the jobs of many Nigerians while ensuring that more homes continue to gain access to affordable quality wheat derivative foods such as semolina, bread, noodles and pasta.”
In response, Mr Ngige lauded Crown Flour and the other millers for their economic development drives, saying, “The Ministry of Labour and Employment is committed to supporting efforts that are geared towards providing good jobs for Nigerians and ultimately growing the economy.”
Also, the Minister expressed his delight over the extensive investments that the Olam group has made and continues to make in Food & Agricultural value chain.
He said, “The level of investment presently being channelled into developing the value chain is of paramount importance to help reduce the level of unemployment and underemployment in the economy.”
According to Ngige, “Sustaining and scaling the current level of developmental projects in the value chain is key to keeping Nigerians gainfully employed and well-nourished.
“At the Ministry of Labour and Employment, we will continue to support your drive as a critical partner in achieving national economic prosperity through expanded local production that can deliver more employment opportunities for the teeming Nigerian population.”
The buzz around Young Jonn’s latest remix with Pepsi is arguably one of the best brand infusions in pop culture The remix and music video were leveraged to unveil the reintroduction of Pepsi’s iconic 60cl LongThroat bottle, Big Big Tinz. This remix is more than just a brand jingle — it’s an anthem that taps into the fabric of urban pop culture. In this context, the brand understood the desire for more as Nigerians despite the harsh economic realities. It communicates its offering of Big Refreshment, Big Value, Big Big Flex, and everything that makes life more enjoyable. Young Jonn’s and Pepsi’s new remix captures this vibe perfectly. After watching the music video, you’ll agree that it’s the ultimate anthem for the year, and here’s why.
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A Hit Song with a Fresh and new Vibe
Young Jonn’s remix of Big Big Tinz couldn’t have come at a better time. In a year full of ups and downs, this song — with its energetic beats, clever lyrics, and relatable vibe — goes beyond just talking about enjoying a drink; it’s about living life to the fullest. The remix resonates with anyone seeking that extra refreshment, reminding us that bigger and better things are always within reach. As people search for the best bargains and affordable ways to celebrate the holiday, the 60cl Pepsi LongThorat bottle, still offers at the same price, delivers an affordable yet enjoyable way to celebrate the holidays.
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A Perfect Infusion of brand into pop culture
In challenging economic times, value matters. The Big Big Tinz campaign, celebrating the return of the 60cl Long Throat bottle, offers consumers more refreshments for the same price. Young Jonn’s remix amplifies this message in a fun and memorable way. By tapping into the global hit song and popular street anthem, Pepsi has successfully entrenched the brand’s message and the essence of the campaign, delivering big refreshments and Big Value. Combining an anthem that resonates with everyone and a value-driven product, Pepsi has successfully connected with fans who appreciate getting a little extra without paying more.
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The Music Video: A Visual Feast
The Big Big Tinz remix isn’t just about the sound—it’s also about the visuals. The music video elevates the energy of the song with vibrant, high-energy scenes that showcase the spirit of the campaign. Picture Young Jonn in full motion, weaving through the bustling streets of Lagos. This video reflects the excitement and vibrancy of both the Big Big Tinz theme and Pepsi’s return to the 60cl bottle.
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A Celebration of Big Wins and Big Moments
This anthem stands out even more because of its connection to the people. The lyrics of Big Big Tinz celebrate the big wins, the little victories, and those moments that make life exciting. Big Big Tinz — whether it’s winning big at life, achieving a personal goal, or simply enjoying the refreshment of a cold Pepsi.
5. A Collaboration Made for the Fans
Young Jonn is known for his vibrant music and strong connection with his audience, making him the perfect partner for Pepsi’s campaign. His remix of Big Big Tinz, combined with Pepsi’s promise of fun and refreshment, has created a track everyone is talking about. Young Jonn’s remix with Pepsi isn’t just a song; it’s a vibe, an experience, and a reminder that sometimes, life’s best moments come in bigger, better packages.
Watch the music video https://youtu.be/v9m-XWGK5q0. Stream live https://youngjonn.lnk.to/
Turn up the volume, crack open a 60cl Pepsi, and vibe to Young Jonn’s Big Big Tinz remix!
By Modupe Gbadeyanka
Nigerian shoppers who use one of the world’s largest online retail platforms, AliExpress, can now pay for the items with their Verve cards, Business Post has learned.
This has been made possible because of a partnership between the e-commerce platform and the leading domestic payments card scheme and token brand, Verve International.
It was gathered that the collaboration empowers Verve cardholders, both locally and internationally, to engage in cross-border transactions.
It also reinforces Verve’s unwavering commitment to delivering inclusive, innovative, and secure digital payment solutions that empower individuals and businesses alike, while bridging the gap in global digital commerce.
With AliExpress joining this network and Verve integrated into its payment options, Verve cardholders can easily shop and pay for a wide range of products.
To shop on AliExpress using a Verve card, users need to simply sign in, select the items to buy, and click ‘Buy now.’ When prompted, add a new card and enter the Verve card details. Save the information for future use, confirm the details, and complete the payment seamlessly.
“We are excited to announce that Verve is now accepted on AliExpress, a globally recognised e-commerce leader.
“This marks a significant milestone in our global expansion journey, reflecting our commitment to providing cardholders with access to more possibilities in today’s digital economy.
“The addition of AliExpress to our growing network is just the beginning, there’s much more to come as we continue to innovate, expand, and deliver value to millions of Verve cardholders in Nigeria and beyond,” the Managing Director of Verve International, Mr Vincent Ogbunude, said.
Verve’s expanding global network is bolstered by partnerships with renowned brands such as Google, YouTube, Netflix, Amazon Prime, Facebook, Uber, Spotify, among others, enabling cardholders to conveniently pay for subscriptions in Naira.
These alliances solidify Verve’s position as a trusted leader in the digital payments space, ensuring that consumers can access top-notch services across diverse industries.
By Adedapo Adesanya
The Federal Competition and Consumer Protection Commission (FCCPC) has raised alarm about low-quality sugar from Brazil in the Nigerian markets.
In a statement signed by the Director of Corporate Affairs, Mr Ondaje Ijagwu, the consumer protection agency said it uncovered the availability of substandard and unregistered sugar products in Nigerian markets, particularly smuggled brands from Brazil, including Grupo Moreno, Terous, USI S. Joao, Alvean and Arapora Bionergia.
The products failed to meet mandatory Vitamin A fortification requirements, posing serious health risks to consumers, undermining the integrity of the local sugar industry, and contributing to price manipulation that harms the market.
Acting on a tip-off, FCCPC operatives conducted discreet investigations across the country, particularly in the South-West and the North-East.
The investigations revealed that many of the identified sugar products lacked normal labelling, including production and expiry dates, batch numbers, and the mandatory National Agency for Food and Drug Administration and Control (NAFDAC) registration.
“Even more concerning, most of the products were not fortified with Vitamin A, a critical nutrient essential for good vision, immune health, and overall well-being.
“The absence of this fortification exposes Nigerian consumers to serious health risks, including blindness and increased susceptibility to infections, particularly among vulnerable groups such as children and pregnant women,” the statement added.
The FCCPC also lamented concerns about the economic impact of these products, noting that the influx of smuggled sugar undermines fair competition, placing undue pressure on compliant local producers who adhere to regulatory standards.
The body warned that importers of these substandard products engage in price manipulation to the detriment of genuine producers and consumers while pretending that the products are genuine.
“This jeopardises the sustainability of the Nigerian sugar industry and also erodes consumer trust in the market,” the statement added.
The FCCPC also warned that smuggling, facilitated through porous borders, particularly from neighbouring countries such as Cameroun and the Benin Republic, further complicates enforcement efforts and hampers traceability.
FCCPC also reassured the general public that it is taking decisive steps to address this issue consistent with the provisions of the Federal Competition and Consumer Protection Act (FCCPA) 2018.
“The Commission charged Nigerian consumers to verify the authenticity of sugar products by ascertaining they carry proper labelling, including NAFDAC registration and evidence of Vitamin A fortification.
“The FCCPC is intensifying enforcement and surveillance in collaboration with NAFDAC, the Nigeria Customs Service, and other relevant agencies. These efforts include enhanced surveillance and follow-up market inspections to disrupt the supply chain of smuggled sugar products.
“The FCCPC is also engaging with industry stakeholders to promote compliance with quality standards, protect local producers, and foster fair competition within the sugar market,” it added.
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