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Knorr brings Nigerians together through Jollof

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Nigeria’s leading seasoning brand, Knorr, has celebrated World Jollof Day 2025 with a vibrant campaign titled “Jollof Your Way – Your Story, Your Pot.”

The initiative spotlighted the diversity of Jollof rice recipes across Nigeria and West Africa, inviting people to showcase how they prepare and enjoy the dish in their unique style.

To launch the campaign, Knorr collaborated with 19 creators and food enthusiasts who shared their personal Jollof stories online. Their accounts ranged from nostalgic childhood memories to modern kitchen twists, reflecting how the dish carries cultural meaning across generations.

These stories ignited social media conversations, encouraging fans nationwide to join the Jollof Your Way with Knorr Challenge.

Social media challenge inspires nationwide entries

Knorr reported a flood of entries from fans who showcased their versions of Jollof rice. Each story highlighted that while the dish takes different forms, it consistently brings people together — with Knorr at the heart of the experience.

The winners of the challenge will receive specially curated Wingman Boxes, designed to extend the celebration beyond World Jollof Day.

Knorr reflects on food, culture and community

Speaking on the campaign’s impact, Damilola Dania, Foods Demand Creation Lead at Unilever Nigeria Plc, said:

“At Knorr, we have always believed that food is more than what’s on the plate; it is culture, memory, and community. This year’s World Jollof Day showed that again in a powerful way. What we saw was that no two Jollof pots are the same, yet every single one carries meaning. That is the beauty of food — personal, cultural, and social all at once. We are proud to have supported all of these stories as the kitchen wingman, adding flavour to the stories that matter most.”

Jollof rice as cultural identity

Knorr said the campaign reaffirmed its role as a “kitchen wingman,” helping families and communities bond through food.

The brand also stressed that Jollof rice goes beyond being a meal. For many, it is a shared story of tradition, identity, and celebration — a reminder of the role food plays in shaping culture.

By championing World Jollof Day 2025, Knorr reinforced its place not just in Nigerian kitchens, but also at the centre of cultural conversations about food and community.

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Nestlé Professional Trains 250 Food Vendors in Bauchi with 11th Business of Food Workshop

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Nestlé Professional, the out-of-home business arm of Nestlé Nigeria, has extended its flagship Business of Food workshop to Bauchi State, training more than 250 food vendors, canteen operators, caterers and grillers on how to run profitable, sustainable businesses while serving nutritious meals.

Now in its 11th edition, the Business of Food programme has become a major platform for empowering micro, small, and medium-scale food operators across Nigeria. Since its launch, it has reached over 2,600 vendors across 11 states, equipping them with practical knowledge on menu planning, hygiene, customer service, pricing, and food styling.

Nestlé says vendors should thrive, not just survive

Speaking at the event, Nestlé Professional Nigeria’s Business Manager, Ibraheem Awelenje, explained the company’s vision for the initiative:

“Our goal is to see food vendors in Nigeria not just survive but thrive. Bauchi’s food entrepreneurs are deeply rooted in tradition, yet eager to innovate, and this excites us. By connecting them with practical skills, new ideas, and a network of peers, we’re investing in businesses that feed families, create jobs, and preserve our rich culinary heritage. This is how we make more possible, one vendor, one community at a time.”

The training, organised in partnership with the Bauchi State Association of Caterers and Food Vendors, featured a live masterclass by Nigerian chef Chef Paulina, who demonstrated creative approaches to local dishes such as Dafadukan Shinkafa Da Awara.

Food vendors share their experience

The highlight of the day was a cooking challenge where participants showcased their creativity, with judges assessing plating, taste, and presentation.

One of the attendees, Justina Stephen, Head Cook and Managing Director of Justfine Restaurants, praised the programme:

“I am really excited about today’s program and honestly grateful to Nestlé. The training has opened my eyes to possibilities I never considered before and showed me how to better plan my menu and even price my meals to increase my profit. It has been a very good experience.”

Driving inclusive growth in Nigeria’s food sector

Nestlé Professional said the workshops are designed not only to improve foodservice standards but also to deepen its investment in Nigeria’s local food ecosystems.

“At Nestlé, our purpose is to unlock the power of food to enhance quality of life for everyone, today and for generations to come. Business of Food is one of the many ways we bring that purpose to life,” Mr. Awelenje added.

By supporting small-scale food entrepreneurs, Nestlé is strengthening nutrition awareness, encouraging hygiene practices, and boosting inclusive economic growth in communities.

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Hilda Bassey Partners with Gino to Attempt World’s Largest Jollof Rice Pot in 2025

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Nigerian chef and Guinness World Record holder, Hilda Bassey, has announced plans to cook the world’s largest pot of jollof rice in September 2025, in partnership with food brand Gino.

Speaking in a video announcement, she described the project as more than just a cooking feat.

“Some dreams keep us awake until we make them reality,” Hilda Bassey said. “In 2023, it was the Hilda Bassey Cookathon that took the world by storm. This year, it’s jollof — the heartbeat of West Africa, a taste that tells our story.”

Jollof rice: a cultural statement

The event, scheduled for 12 September 2025, will feature a specially designed 6m x 6m pot, making it the largest of its kind. Hilda Bassey emphasized that the challenge goes beyond breaking records.

“It’s more than cooking, it’s a celebration of our food, our culture, music, and us,” she explained. “We’re making history again, and I want you to be there when it happens.”

A dream rooted in tradition

The chef revealed that she first imagined this record-breaking attempt two years ago. Now, with the backing of Gino, the dream is taking shape.

“Two years ago, I imagined the largest pot of Nigerian jollof rice the world has ever seen,” she said. “And today, with Gino, a brand we all grew up with, my dream is becoming a reality.”

She added with a smile: “Hi, I’m Hilda Bassey, and come 12th September 2025, I will be making the largest pot of Nigerian jollof rice the world has ever seen, in this 6m x 6m pot, of course with my Gino, and you — because what is my jollof rice without you to enjoy it?”

Cultural and digital angles

The event is expected to draw attention not just as a culinary milestone, but also as a digital storytelling opportunity, with live coverage anticipated across social media platforms. Food lovers, cultural enthusiasts, and West African diaspora communities are expected to participate virtually and in person.

With jollof rice being a symbol of pride and cultural identity in West Africa, the attempt is set to spark renewed conversations around food heritage, cultural tourism, and the power of African cuisine on the global stage.

Watch Video Below:

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Fidelity Bank Extends Food Bank Relief to Ado-Ekiti Residents Amid Rising Hunger

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Residents of Ado-Ekiti in Ekiti State have become the latest beneficiaries of Fidelity Bank Plc’s Food Bank programme, as the financial institution continues its efforts to combat food insecurity and provide relief to underserved Nigerians.

At a recent outreach event in the capital city of Ekiti State, hundreds of food packs were distributed to community members, marking another milestone in Fidelity Bank’s Corporate Social Responsibility (CSR) commitment. The food relief initiative is part of the Fidelity Food Bank, a nationwide programme launched in April 2023 that has so far reached more than 300 communities across Nigeria’s six geo-political zones.

Hunger in Nigeria: A Proactive Corporate Response

Speaking during the distribution in Ado-Ekiti, Dr. Meksley Nwagboh, Divisional Head of Brand and Communications at Fidelity Bank Plc, emphasized the urgent need for interventions such as the Food Bank amid Nigeria’s deepening economic challenges.

“The Fidelity Food Bank is our way of responding to the rising levels of hunger in Nigeria. It is a proactive and compassionate CSR effort that has so far reached over 300 communities nationwide. We are proud to extend our coverage to Ado-Ekiti to continue that mission,” Dr. Nwagboh said.

He added that the initiative reflects Fidelity Bank’s enduring commitment to social impact and poverty alleviation.

“We have sustained this initiative for more than two years and it reflects our enduring commitment to addressing poverty and hunger across Nigeria. At Fidelity Bank we will continue to play our part in promoting food security for the unprivileged.”

Faith Leaders and Beneficiaries Commend Fidelity Bank

Community leaders and stakeholders in Ado-Ekiti applauded the initiative. Among them, Reverend Father Benedict Bimbola Joseph, Cathedral Administrator at Saint Patrick Catholic Cathedral, expressed gratitude on behalf of the local community.

“Fidelity Bank has brought much-needed relief to our people in Ado-Ekiti. This is a welcome development and a first of its kind in our community. We hope other corporate organizations will emulate this gesture, as no contribution is too small if it brings relief to people during these trying times,” he said.

Photo caption:
L-R: Church Administrator, St. Patrick Catholic Church, Ado-Ekiti, Reverend Benedict Joseph; The Branch Leader, Fidelity Bank Plc, Ado-Ekiti, Mrs. Ikeolu Akinropo; Team Lead CSR, Fidelity Bank Plc, Victoria Abuka; and Fidelity Food Bank Partner, Reverend Michael Domingo, at the Fidelity Food Bank distribution event held in Ekiti recently.

Also speaking, Reverend Father Michael Domingo, a partner in the Food Bank outreach, highlighted the importance of public-private partnerships in fighting poverty.

“The Bank and its leadership have demonstrated wisdom and compassion by recognizing the urgent need to support government efforts in alleviating poverty, especially now when hunger is a pressing issue. We are truly grateful for this gesture,” he said.

Fidelity Food Bank: A Nationwide Impact

The Fidelity Food Bank has become one of Nigeria’s most far-reaching CSR programmes. In recent months, the Bank has supported thousands of people affected by disasters and conflict. These include over 1,500 flood victims in Mokwa, Niger State, and more than 2,000 displaced persons in Makurdi, Benue State, following the Yelwata attacks. Food items were delivered to Internally Displaced Persons (IDPs) at the Ultra-Modern International Market IDP Camp.

These interventions demonstrate Fidelity Bank’s growing footprint in humanitarian support, particularly for vulnerable populations.

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