Don Ebubeogu
Several years ago, we engaged a brand strategist who gave us tutorials on branding and brand managements. He did quite well in repositioning our thought process on developing strategic plan to sustain brand equity or gain brand values that require a comprehensive understanding of the brand, its target market, in line with the company’s overall vision.
One aspect of his mentorship that didn’t work for me was building sophistication around our brands. For instance, instead of introducing our line of business by saying we deal on Tiger Curry Powder, Garlic Powder, and Tiger Nutmeg Powder, I could say, we deal on Food Ingredients.
That’s how I doubled my shoulder pad to attend a meeting at the instance of the Ministry of Agriculture that comprises food manufacturers and exporters in Nigeria. During the self-introduction, I stood up and introduced myself as the Managing Director of Tiger Foods Limited; an industrial aggregator that produces Food Ingredients. That’s sophisticated enough.
Did you recall that period Tiger Brands from South Africa came for a shopping spree and bought 63.5% stake in Dangote Flour Mills for $182 million, following the acquisition of 100% of biscuit manufacturer, Deli Foods and 49% joint venture interest in UAC Nigeria Plc who owns Gala and Mr Biggs? That was the period. You can imagine the respect I got when I sat down. People assumed that I was the guy that bought those companies. I nearly left that meeting with a broken shoulder, because I kept hanging it as the guy that bought one of the Dangote’s biggest manufacturing outfit.
I was the first person to be served bottled water even when we had a director representing the minister in the meeting. I rejected the water and requested for Tiger Ginger Health Drink fortified with multivitamins. They apologized for not having Tiger Ginger, but compensated me with peanuts the Protocol Officer donated. No other person was given a peanut.
People kept glancing at me, murmuring, and requesting for my call cards. I had about 50 pieces. I don’t miss out opportunity to share my card. The back contains our logos representing what we do. A beautiful matt-finish-card fit for billionaires, which usually creates nice lasting impression whenever I share it.
It took the Nigerian hustling spirit in me to have a rethink. That spirit told me that Celestine Ebubeogu will kill me if I come back from this meeting with only bottled water and peanut without striking a business deal. You can’t walk into a hall full of top Nigerian food manufacturers and the only thing you gained was misplaced adulation.
Restlessly, half way to the meeting, I indicated interest to re-introduce myself. The anchor and some others at the front table believed that I may be coming back to mention companies we bought alongside Dangote Flour Mills, or want to announce new companies we are negotiating to acquire. I was given audience the second time. Nobody protested. It is not everyday that you stay in the same hall with a guy that bought a fraction of Dangote’s business and paid cash in dollars. He can decide to repeat the national Anthem whenever the Nigerian Spirit moves him.
I stood the second time and informed the audience that Tiger Brands is a South African industrial investor in Nigeria, that bought Dangote Flour Mills and other companies while Tiger Foods Limited is a wholly indigenous company that processes Food Spices like Curry Masala, Thyme Leaves, Ginger, Pepper, Turmeric, Larsor Peppersoup Seasoning and others for B2B and B2C markets. The 2 companies are different and have no relationship. The clap was not as loud as my first introduction.
I went back to my seat, not without noticing that even the shoulder pads in my suit have also humbled. I was glad I can relax my shoulder without straining it and that I have also finished the peanut before making the announcement. Dem fit collect it back.
Brand swap nearly killed me that day but the Nigerian spirit came to the rescue and I eventually left that meeting collecting contacts that eventually gave Tiger Foods openings into supplying spices raw materials to 6 out of top 10 Nigerian Food Manufacturers, thus creating huge opportunity for our B2B business.
Ironically, It was, therefore, profitable for Tiger Foods Limited to buy Ginger and Turmeric from the Northern part of the country than to buy a Dangote Flour Mills in Lagos because of peanut and bottled water.
Do you always listen to your Nigerian spirit?
