Rite Foods Expands Footprint in Africa, Changes Slogan

By Dipo Olowookere

A leading player in the fast-moving consumer goods (FMCG) sector in Nigeria, Rite Foods Limited, has expanded its footprint across Africa, with its products selling in other African countries.

According to the Managing Director of the company, Mr Seleem Adegunwa, this development has necessitated a change in the organisation’s slogan from Proudly Nigerian to Proudly African.

In a recent interview with a leading independent and international brand valuation consultancy publication, Mr Adegunwa explained that the decision to change its slogan was to reflect its current status, pointing out that the firm remains a world-class and global brand.

Rite Foods started with the slogan, Truly World-Class and Proudly Nigerian, but has now upgraded to another level.

“We have an indigenous brand that operates on the world-class stage, so these slogans are exactly what we are, but put into words, it shows our intention of expanding across Africa,” Mr Adegunwa affirmed, adding that, “The importance and value of working on them are to ensure that we are improving the brand equity, hence the need for appropriate slogans.”

He avowed that the high-quality of the company’s brands with their flavours stems from the continuous innovation adopted in the manufacturing processes which are carried out in a first-rate factory with up-to-the-minute technology and a skilled workforce.

According to him, research and development are of topmost priority for the company, having led to the production of unrivalled brands that are top-notched in the sector it operates.

“We do it frequently with our partners and suppliers to attain the desired quality for consumers’ satisfaction,” he stated.

This explains why despite the stiff competition in the industry, Rite Foods’ product portfolio, comprising the 13 variants of the Bigi carbonated soft drink, the Bigi Table Water, the Fearless energy drink consisting of the Fearless Classic and Fearless Red Berry, the five variants of Sosa Fruit Drink as well as the Rite and Bigi Sausages, have continued to dictate the pace in the market, with their inventiveness which has earned them numerous laurels at various awards ceremonies.

Also, the company is at the forefront of implementing corporate social responsibility (CSR) policies for human and societal development.

It is currently partnering with quite a few organisations to support eco-friendly sustainability initiatives, especially in recycling polyethylene terephthalate (PET) plastic collections and also in developing recycling plants in the country.