Nestlé Ghana engaged market women across Accra ahead of the rollout of its Maggi loyalty promotion, aimed at strengthening relationships with retailers and driving consumption of its seasoning products nationwide.
The engagement, dubbed the “Maggi Mammies Engagement 2026,” took place on Thursday, March 19, at the Kinbu Gardens of the Accra Metropolitan Assembly (AMA), bringing together traders who play a key role in selling Maggi products to consumers.
The event was designed to brief the market women on the upcoming three-month loyalty promotion scheduled to run from April to June, during which participants will be rewarded based on their sales performance.
Representatives of Nestlé Ghana used the platform to interact directly with the traders, explaining how the promotion would work and also gathering feedback on what incentives would motivate them most.
During the open forum, the market women expressed interest in a wide range of rewards, including solar panels, television sets, refrigerators, microwaves, and cash prizes. The session also allowed them to raise concerns about challenges they face in selling the products.
Speaking to journalists, the Category Manager for Culinary at Nestlé Ghana, Mark Okyere-Mensah, emphasised the critical role market women play in the company’s value chain.
“Maggi is important for us when it comes to seasoning. Food is what we deal with as a company, and Maggi is central to ensuring that the food our consumers eat is delicious,” he said.
He explained that retailers, particularly market women, serve as a vital link between the brand and consumers.
“These mammies are very key in ensuring that the message is passed from us to the consumer. It is important that we build loyalty with them so they can become advocates for the brand,” he noted.
According to him, the engagement was organised ahead of the official rollout of the loyalty programme to ensure participants clearly understand how it works and what benefits they stand to gain.
He disclosed that the programme will be tier-based, with rewards tied to the volume of purchases made by the retailers over the three-month period.
“It is open to all, but we have different tiers based on how much the retailers purchase. Each group will have the opportunity to earn rewards depending on their level of participation,” he explained.
Mr. Okyere-Mensah added that although the engagement was held in Accra, it applies to other regions, including Ashanti and the Northern Region, making the initiative a nationwide effort.
“At the end of the three months, we will come back and reward them based on their performance. Ultimately, the biggest beneficiary should be the consumer, who gets better-tasting food,” he added.
Also speaking to the media, the Head of Commercial Development at Nestlé Ghana, Agyemang Duah, said the company is working to reclaim its leadership position in the seasoning market.
“Over the years, many of us grew up with Maggi. It was the leading brand. But at a point, we faced supply challenges, which allowed competition to enter the market,” he said.
He noted that Nestlé has since taken steps to address those challenges, including local production of Maggi products in Ghana.
“Today, we are producing locally, which ensures quicker availability and consistent supply. I can assure consumers and retailers that we now have enough stock, much better than in previous years,” he stated.
He stressed that the company’s renewed engagement with retailers forms part of efforts to rebuild trust, increase product uptake, and regain market leadership.
As part of the programme, a cooking competition was held, featuring participants drawn from areas such as Madina, Agbogbloshie, Lapaz, and Ashaiman, amongst others.
The women were grouped into three teams and tasked to prepare meals using Maggi products, showcasing both creativity and culinary skills. They were subsequently rewarded after the competition.
A nutritionist who participated in the event also educated the market women on the importance of maintaining a balanced diet, practicing good hygiene, and using seasoning products in moderation.
The session provided an opportunity for participants to ask questions and gain practical knowledge on healthy cooking and lifestyle practices.
The Maggi Mammies engagement forms part of Nestlé Ghana’s broader strategy to deepen its connection with retailers, strengthen brand loyalty, and position Maggi as the preferred seasoning choice in households across the country.
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Source: www.myjoyonline.com