By Oyinkansayo Wole-Bodunde.
Rite Foods, Nigeria’s leading food and beverage company, has adopted a new slogan, “Proudly-African,” to reflect its commitment to expanding its products beyond Nigeria to other African countries.
According to the Company’s Managing Director, Seleem Adegunwa, the new slogan is a deliberate move to showcase the brand’s African roots and its intention to expand across the continent.
Adegunwa explained that the company started with the slogan “Truly World-Class and Proudly Nigerian,” which described the quality and DNA of the brand, but the new twist emphasizes its African identity.
“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,” Adegunwa said.
He emphasized that the move is not intended to alienate other customers on the African continent, but to improve brand equity and ensure that the company’s products, which are available in other African countries, continue to dictate the pace in the market.
Rite Foods’ product portfolio includes Bigi carbonated soft drinks, Bigi Table Water, Fearless energy drinks, Sosa Fruit Drinks, and Rite and Bigi Sausages, which have earned numerous awards for their inventiveness and quality.
Adegunwa attributed the company’s success to continuous innovation, research, and development, which have led to the production of top-notch brands.
“We do it frequently with our partners and suppliers to attain the desired quality for consumers’ satisfaction,” he said.
The company is also committed to corporate social responsibility initiatives, partnering with organizations to support eco-friendly sustainability projects, including recycling PET plastic collections and developing recycling plants in Nigeria.
