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How To Promote Your Food Condiment Business And Generate Massive Profits.

Emmanuel Nnaemeka
  The food condiment business is a big business in Nigeria.  Spice and herbs is a profitable business and a multi-billion dollar industry. There are over a hundred types of spices and herbs in the world. They include curry, thyme, rosemary, pepper, Savory, Sage, Oregano etc.
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A condiment is something such as a seasoning, that is added to some foods to impart a particular flavour, enhance its flavour, or in some cultures, complement the dish. The term originally described pickled or preserved foods but has shifted meaning over time. Condiments include native, locally produced and imported brands. Popular native seasoning in Nigeria includes ogiri, uda, locust beans, yaji, dawada and countless others. On the other hand, imported or new generation seasoning brands include, Maggi, Royco, Knorr and so on. Every day people eat food, and people love spicy food. Starting and growing a food condiment business is an exciting endeavour. According to Williams and Marshall Strategy, the sauces and mixed condiments market in Nigeria was equal to 1.76 billion USD (calculated in retail prices) in 2015. Until 2025, the sauces and mixed condiments market in Nigeria is forecast to reach 5.84 billion USD (in retail prices), thus increasing at a CAGR of 11.94% per annum for the period 2020-2025.  However, there are several leading food condiment businesses in Nigeria, which can make a rising condiment business struggle. Nevertheless, with the right strategies, you can enjoy your journey towards building a powerful brand for your condiment business. In this article, I discuss 6 surefire ways to grow your condiment business.
  1. Invest In Quality Packaging And Branding.
Investing in branding for a condiment business is all too different from other businesses. It requires so much creativity in product design and product development. This means using a bespoke logo, brand name, and total packaging. Packaging your condiments can give your brand huge respect in the marketplace. There are functional colours meant for branding a condiment. You can package your condiments in transparent or printed sachets and transparent plastic containers. This can make your condiment attractive. When packaging your spices and herbs, consider colours such as red, yellow, green, white, and orange.
  1. Build And Sustain A Community Of End Users.
The second step towards growing a condiment business is building a community of targeted audience, which include homemakers, hoteliers, caterers, retailers, vendors and so on. This community can be built both online and offline. In the area of the offline community, retailers, roadside and in-company restaurants, family members and neighbours are your first point of contact. Before launching out, ensure you’ve reached out and notified them of your forthcoming products. Create anticipation in their minds so that as soon you’re ready to launch, there’s an available market. Secondly, sustaining your offline community means being consistent in reaching out to your clients. You can do this by also reaching out by offering credit facilities and giving hampers such as t-shirts, fez caps, plastic cups and bowls with your brand label. Through this, you are creating awareness.
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  1. Create Video Contents Through Social Media Platforms.
Creating video content on several social media platforms is the best way to promote your brand. With over a million views on a single video on how to make a good fish stew can be a space to advertise and market your condiment business. The ideal social media platforms to create video content are Facebook, Instagram, TikTok and Youtube. Creating video content on how to prepare Nigeria jollof rice, chicken stews, and native soups can be an opportunity to amplify the benefits of using your brand’s condiment to prepare these various local and international dishes. Quality videos where eye-catching stews and soups are being prepared can even make an audience demand your condiments on the spot. 
  1. Maximise The Power Of Brand Stories.
Aside from using video content to promote your brand, storytelling through content writing is another way to generate leads for your condiment company. Learn to use taglines like “secret ingredients” to amplify the magical powers of your condiment.  Phrases such as “special”, “unique recipe” and the likes can strike your audience with admiration. Also, telling stories of the nutritional value of your ingredients can be an add-on.
  1. Seek Influencer Mention.
Influencer marketing is a new trend in brand promotion and brand marketing. Getting influencers – content creators – to PR mention your brand can upscale your product and increase productivity. For example, you can reach out to fellow video creators whose videos are on cookery to use your brand with a special mention.
  1. Network, Network, Network.
There are a lot of food fairs and food festivals in Nigeria. Google them, and attend their events. You can secure a stand where you market your condiments. Attending trade fairs and exhibitions can allow you to showcase your products and network with industry stakeholders. Featured image source: McCormick & company
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