Golden Penny, one of Nigeria’s leading food and agro-allied Groups, Flour Mills of Nigeria Plc (FMN) and makers of the popular Golden Penny Spaghetti, Semovita, and Noodles brands; LG, global consumer electronics giants, and vegetable oil brand, Devon Kings are among the ensemble of brands that have thrown their weight behind the fourth season of the Street Foodz Naija, Nigeria’s foremost docu-reality cooking contest dedicated to recognizing and honouring the extraordinary talents of Nigeria’s foodpreneurs and the rich diversity of its cuisine.
The recently unveiled fourth season of the reality show at a press conference in Lagos also has the support from financial brands- FCMB, Peak Yoghurt, Calypso, and several other noteworthy partners.
Speaking exclusively to Brand Communicator about LG’s partnership with the reality show, Paul Mba, Marketing Manager of LG Electronics Nigeria, expressed, “It was unfortunate that we couldn’t participate last year due to receiving the information late. However, we observed that this platform is an ideal avenue for us to contribute to the growth of the Nigerian culinary sector. LG has a longstanding commitment to culinary innovation. After all, what is cooking without home appliances? You need refrigeration, preheating, and even your microwave can play a role in preparing local dishes.”
Mba continued, “On the show, contestants will receive valuable information and engage in tasks that involve using the microwave oven to create a variety of dishes. For us, this partnership is not just about being part of the show; it’s about empowering and enhancing Nigeria’s creative sector. We aim to redirect the positive energy of our youth towards constructive pursuits rather than having them engage in negative activities. It’s akin to our Corporate Social Responsibility (CSR), and that’s why we’ve partnered with Street Foodz Naija this season.”
In a similar vein, Temitope Adeola, Public Affairs Manager of FrieslandCampina, disclosed that the Peak Yoghurt brand has been a steadfast supporter of the Street Foodz Naija reality show since its second edition. Adeola stated, “This marks our third season, and it has been an enriching experience for us to showcase our brand. Street food is a serious business, and in the midst of such seriousness, you need a partner who can refresh your journey, and that’s where Peak Yoghurt steps in. Our product is made from fresh milk, and our brand is synonymous with helping you generate fresh ideas, particularly given the fast-paced nature of this country. It aids in keeping you revitalized and creative throughout your day.”
Adeola further explained, “Collaborating with Street Foodz is a strategic alliance for us because this season, we are weaving our food into a story. We aim to be partners who support contestants throughout their culinary journey. Peak Yoghurt has been amazed by how these talented individuals employ creative methods to incorporate Peak Yoghurt into crafting special meals, including those commonly enjoyed by everyday Nigerians. It’s all about celebrating creativity and the excitement that this season brings.”
Oluwafemi Ogundoro, Managing Director of Maxima Media Group and Co-founder of Foodbay TV revealed that the season’s winner will walk away with an astounding cash prize of 10 million naira. This sum, according to him will be disbursed in stages to facilitate the growth of their businesses. “Additionally, our sponsor, LG, will provide them with essential appliances to aid in their business operations,” he revealed.
He further elaborated on the innovative format of the show, explaining, “We have incorporated diverse tasks, including a business pitch, which has proven to work wonders. Contestants will receive valuable guidance during our food camp, enabling them to understand and overcome the challenges of scaling their street food businesses. Thanks to FCMB, our sponsor, the winner of the business pitch will receive a one-million-naira grant for their street food enterprise.”
The fourth season of StreetFoodz Naija is scheduled to run from September to December, with the charismatic VJ Adams taking on the role of the official host.