An indigenous noodle has been introduced into the Nigerian food market. CHUKS NWEZE reports that it may serve as an alternative to existing noodles which was a concern for NAFDAC before now.
It is clear that Nigerians, nay the entire African race, love to patronise products made abroad rather than patronise local industries so that they would grow.
One often hear people boast that they bought their vehicles, shoes, furniture, etc from overseas or what is commonly referred to as abroad not knowing that they are by that action improving the economy of such foreign countries to the detriment of indigeneous industries. By that too, they contribute to boosting the gross domestic product of such countries at the expense of their country.
Over the years, governments at one time or the other have tried to dissuade people from buying foreign-made goods in order to encourage local industries to grow. This is why at times borders are closed or in most cases embargo is placed on importation of foreign products to enable local producers to break even. However, it is a daunting task that as much as governments are trying to discourage the unbridled desire for foreign made products, people still show preferences to foreign products.
Another clear example that depicts the desire for foreign items is shown in the way youths troop abroad to acquire education whereas institutions of higher learning in the country are producing highly intelligent and knowledgeable students. It would therefore be convenient to infer that it is this unquenchable thirst for foreign products and services coupled with the harsh economic climate in the country that may have contributed to the influx of Nigerians abroad in what is now known as ‘japa’ syndrome.
Unfortunately, efforts to dissuade high demand for foreign made products for locally made ones, have not been yielding results, but from investigation, the people and government and stakeholders are not giving up as there is always the desire to encourage the growth of local industries.
Local content development
It is perhaps to dissuade or to complement local made products that an indigenous industry Mitchelle Foods Enterprise has came up with a local noodle made from cassava which is called ‘Jigbo’ popularly known and called African salad and in another local parlance, ‘abacha’.
‘Jigbo’ instant noodle which is made from cassava is an organic product that has nutrients to nourish the body. The good thing about it is that people know the source of what they are consuming.
The company since inception has gotten local and international certification and exported abroad just as other noodles are being imported.
To ensure that this product is patronised in Nigeria and beyond, the company last year December 2022 unveiled a brand ambassador for the product in the person of Enemchukwu Chinelo Rosemary, an actress. The aim being that since a celebrity of her calibre eats and patronises the product, others will be persuaded to buy and cherish the instant noodle, African salad.
Speaking in Enugu during the colourful ceremony, the managing director/ Chief Executive officer (CEO) of the company Mr Kingsley Okah explained that the idea of engaging the Nollywood star was to help in spreading the good news about the product which he said, is purely organic and Nigerian brand.
As according to him, “We are here today being the 26th day of December 2022 to officially unveil our brand ambassador in the person of Chinelo Rosemary Enemchukwu, who has shown character in the entertainment industry, (Nollywood) and vigorously represents what ‘Jigbo’ instant African Salad represents.”
Okah said the company decided to engage Enemchukwu because she possesses all the needed qualities for a brand ambassador, adding that, “Jigbo instant African Salad represents family, humility, loveliness, joy, and happiness. All these attributes are completed in Chinelo.
“So today, we are putting it up in the media and letting the entire world know that Chinelo Rosemary Enemchukwu is now our Brand Ambassador and by this, she is now a member of the Jigbo instant African Salad family.”
The company boss disclosed that the product which has received the certification of National Agency for Food Drug Administration and Control (NAFDAC) and Standard Organization of Nigeria (SON) has equally gotten the recognition of the Food and Drug Administration (FDA) of the United States of America (USA).
He added that the product which was recently quoted in the American Chamber of Commerce, has several nutritional values and was packaged to sell Africa and Nigeria to the entire globe.
“We are interested in making sure that people around the world have a taste of Africa.”
He stressed that the product is also aimed at reducing cases of cancer among the people who consume a lot of foreign canned foods which they do not know how they are prepared.how.
“This is our own and we want to tell people why they should eat Jigbo. It is instant African Salad which can be prepared within three minutes. Jigbo is healthy, strong, energetic and have good health benefits because of its nutritious content.
“By this, we are also promoting Made-in Nigeria product which is also very important. As a matter of fact, our intention is to see that we introduce our own local noodle to parts of the world, just like some countries always flood Nigeria with their own products.”
Further endorsement
However, elated that their product is gaining wider acceptance in Nigeria and beyond, the company yet again on July 20, 2023, unveiled another brand ambassador, this time around Miss Chidinma Vivian Eze also an actress, brand influencer and a media worker.
The companys chief executive, Okah, disclosed that the erstwhile brand ambassador, Enemchukwu’s contract has not elapsed but they felt like promoting the product furthermore.
“Enemchukwu’s contract has not expired. We signed this new contract so that more people will get to know further about Jigbo,” Okah said.
While signing the contract papers, the new brand ambassador, Miss Chidinma Vivian Eze, said that she felt excited for being chosen to promote the product so that many will get to know the African salad.
As traders’ delight
A trader, Chidiebere Kingsley Akpaka who witnessed the signing of the contract said that since he discovered Jigbo, he has been caught in the frenzy; so has been buying and selling the product.
“I am a trader. I used to buy goods from Indonesia and China and sell them in Onitsha, Anambra state, but when I saw Jigbo, I liked it and have been promoting it since.
“Jigbo is our food. One thing about Jigbo is that everything it about it is organic. It is unique. Jigbo is different from other noodles and I have since been advertising it. The news should be spread and that is what the brand ambassador, Chidinma will be doing,” Akpaka said.
At the moment, the product has entered the market with the hope that it would complement or become a viable alternative to other imported noodles. It could be recalled that early this year, NAFDAC raised public alarm over the presence of some poisonous and adulterated imported noodles in the country. That is why the arrival of this new product is welcome in both hands.
