Guaranty Trust Holding Company Plc (GTCO) has announced the first-ever Food & Drink Festival – Holiday Edition, set to take place on 20–21 December 2025 at the GT Centre in Oniru, Lagos.

The event marks a major expansion of what is already considered Africa’s largest food exhibition, drawing hundreds of thousands annually. This new December edition aims to serve the growing festive economy, particularly as tourists and the Nigerian diaspora return home for the Christmas season.

Why it matters

The Holiday Edition gives over 213 small and medium food businesses free exhibition space — nearly double the usual number. Organisers say more than 4,000 vendors applied, reflecting rising demand for visibility in a competitive food and lifestyle economy.

GTCO executives say the expansion is part of a long-running commitment to supporting SMEs in sectors that drive Nigeria’s economy.

Segun Agbaje, Group Chief Executive Officer of GTCO Plc, said:

“The GTCO Food & Drink Festival has grown into a powerful platform for celebrating enterprise, creativity and the richness of African cuisine. The Holiday Edition reflects our commitment to creating joyful shared experiences while supporting SMEs across the food and beverage value chain.”

A festival built around families

Organisers say this edition is intentionally designed as a “relaxed, family-forward experience.”

A large, immersive children’s play area will be one of the centrepieces, created using space typically reserved for masterclasses at the April/May festival.

“We want parents to browse, shop and explore while their children enjoy safe, engaging activities,” GTCO’s Corporate Communications representative, Charles, said during the press briefing.

Other key features include:

A Christmas Village with handcrafted gifts and festive treats

A street food hub celebrating roasted corn, local favourites and urban Nigerian street culture

A marketplace for non-food brands, supporting creative entrepreneurs

DJ raves and evening entertainment, extending the festival beyond daytime hours

Organisers confirmed that all 213 vendors are Nigerian, signalling a deliberate focus on local enterprise.

Supporting small businesses at no cost

GTCO emphasised that the festival is 100% free for vendors, keeping with a tradition that spans nearly nine years.

Miracle, speaking during the Q&A session, explained:

“More than 80% of selected vendors have never showcased at any GTCO festival. Many have applied for three or four years. This edition was created to give more businesses a chance — especially at a time when the festive economy is booming.”

She added that vendor selection was competitive but inclusive:

“We received over 4,000 applications. The enthusiasm shows how impactful the platform is.”

The bank insists the festival is not profit-driven but a blend of community investment, CSR, and long-term brand support for creative industries.

Industry reactions

Economists say the timing is strategic. December is Lagos’ busiest tourism month  and food businesses benefit the most.

A Lagos-based retail analyst, Dr. Tola Oyenuga, told NigeriaUpdates:

“Free platforms of this scale have a significant multiplier effect. Vendors gain visibility, traffic and sales at a period when consumer spending peaks. It’s a smart blend of cultural investment and economic stimulus.”

What’s next?

GTCO says the Holiday Edition will be treated as a trial year, and its continuation will depend on attendance, vendor satisfaction, and public feedback.

However, its long-term events, the April/May Food & Drink Festival and the November Fashion Weekend will continue.

With its blend of festive culture, family-friendly programming and SME empowerment, the Holiday Edition is expected to be one of Lagos’ biggest end-of-year attractions.

Nigerian celebrity chef Hilda Baci and food company Gino have made history by setting a Guinness World Record for the largest serving of Nigerian-style jollof rice.

The Guinness World Records adjudicator announced the confirmation during a live call, declaring the duo’s attempt a success with a staggering 8,780 kilograms of jollof rice, nearly double the minimum requirement of 4,700 kilograms.

Speaking during the certification, the Guinness representative said:

“With a total of 8,780 kilograms, Hilda Abasi and Gino, you are the Guinness World Records title holders for the largest serving of Nigerian style jollof rice. Congratulations. You are officially amazing.”

What made the record historic

The record was not just about size, but also about authenticity. Guinness required that the dish meet Nigerian culinary standards and follow a pre-approved recipe.

“Nigerian jollof rice is defined as rice prepared with pre-boiled rice and traditional Nigerian methods using tomatoes, tomato paste, oil, onions, salt and spices,” the adjudicator explained. “The rice must constitute at least 80% of the cooked dish’s total weight.”

The project also emphasized sustainability, as all food prepared had to be served and distributed to avoid waste.

Hilda Baci’s second Guinness World Record

The recognition makes Hilda Baci a two-time Guinness World Record holder, following her widely celebrated cook-a-thon feat in 2023.

Expressing gratitude, Hilda said the achievement belonged to every Nigerian who contributed:

“Honestly, the entire team, every single person that worked on this, went above and beyond. It’s my name and Gino’s on this record, but this record is dedicated to every single person that worked on this. This project was bigger than us—it’s historic. This is something that every Nigerian can lay claims to now.”

She added that the effort required months of preparation:

“For every chef that contributed in stirring the pot, for the culinary director, for the engineer, for the people that fabricated the pot—I feel like they deserve their own record as well. It took two months to figure out how to even build a pot of that size. We used over 600 cartons of tomato paste and over 200 cartons of seasoning cubes.”

Why it matters for Nigeria

The Guinness World Record for the largest serving of jollof rice is more than just culinary showmanship. It has become a cultural milestone for Nigeria, giving the nation global recognition for one of its most beloved dishes.

The representative concluded:

“This is fantastic. It is absolutely brilliant to watch you guys work so hard. Not just you, but the whole team. The whole team worked very, very hard.”

For many Nigerians, the victory symbolizes both bragging rights in the ongoing West African jollof rivalry and pride in showcasing Nigerian culinary excellence on the world stage.

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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.