EXECUTIVE SUMMARY
Led a sorghum flour innovation at the FMN Group to reduce dependence on imported wheat and protect margins from foreign exchange volatility. By applying kilning technology, cook time was reduced from one hour to 15 minutes, transforming sorghum into a convenient household product. The initiative unlocked a 10,000 metric tonne opportunity, achieving 2,800 MT in year one and delivering +11 percent RLMC per metric tonne above existing wheat flour products.

BUSINESS CONTEXT

Flour Mills of Nigeria relies heavily on imported wheat, creating significant exposure to foreign exchange volatility. As wheat import costs increased, pressure on margins and food affordability intensified.

The company therefore needed viable locally sourced grain alternatives that could reduce FX exposure while maintaining consumer acceptance. This created an opportunity to evaluate locally available grains capable of substituting wheat while still meeting volume and margin targets.

THE INSIGHT

We conducted Usage and Attitude research across Sahel markets to understand consumption patterns and evaluate viable substitutes for imported wheat. The analysis identified sorghum as a widely consumed regional staple with strong cultural familiarity and local supply availability. However adoption beyond traditional use cases was constrained by a key barrier: cooking time of up to one hour. Reducing preparation time therefore became the critical unlock for scaling sorghum as a convenient consumer product.

STRATEGIC APPROACH

Built a stage gate innovation framework
Conducted Usage and Attitude research to understand meal frequency and portion sizes
Used insights to build a five year volume projection and define the market opportunity
Worked with the R&D team to apply kilning technology reducing cook time from one hour to 15 minutes
Ran consumer validation trials to confirm prototype performance and the 15 minute cook time USP

EXECUTION

Community Trial Activation

Celebrity led in home cooking demonstrations accelerated trial and word of mouth adoption among mothers and household decision makers.

Celebrity Chef TV Demonstrations

Live television cooking demonstrations with celebrity chefs helped build awareness, credibility, and product trial at scale.

COMMERCIAL IMPACT

2,800 metric tonnes sold in Year 1 following pilot launch
10,000 metric tonne category opportunity identified through market sizing
+15% RLMC per metric tonne versus existing wheat flour products
Successfully introduced a locally sourced grain innovation aligned with government import substitution priorities

MY KEY LEADERSHIP TAKEAWAYS

Local sourcing can be a powerful lever to reduce foreign exchange exposure and protect margins
Consumer habit change in frontier markets requires cultural trust and community influence, not just advertising
This innovation demonstrated how local grains can evolve from traditional staples into scalable branded food products.

Page updated

Google Sites

Report abuse