WOLOF PEOPLE OF SENEGAL claim that the Jollof rice originated from them. Although the Wolof tribe is mostly associated with Senegal, their kinsmen are also found in parts of Gambia and Mauritania. On their claim to Jollof rice, history seems of relevance in the past. What curious minds now focus upon is what to make of the present and the future of Jollof rice as more countries now call it their own. Culinary curiosity is here. Trust the innovative and competitive spirit in Africans, the primacy on who does it best is now where emphasis lies. Jollof has now entered the innovation war zone. And guess which countries are competing for the top slot: Ghana, Nigeria, Senegal and Sierra Leone. This is a healthy rivalry and one that is good for Africa as these four West African countries seek to outdo each other in what is fast becoming an international contest over a brand of African cuisine.
Historically, food varieties have been an integral part of globalisation and tourism. For so long, the world has gotten used to Chinese restaurants and Chinese cuisine. Now, Africa seems poised to showcase its own assortment of foods and drinks to the wider world. Culinary curiosity is one of the factors that will drive this growth in Europe, America and Asia. For their richness, abundance and diversity, the tourism world will soon take note of African foods in Asia, Europe, and the Americas. Aware of this and taking the lead in such an initiative, the organisers of AfroFlavour Food Festival (AFFF) will storm Manchester City in the UK and Baltimore in Maryland this July and August respectively with an extraordinary celebration of the rich traditions, and diverse food cultures of Africa. In these two locations, the festivals will entail a showcase of a mouth-watering array of African dishes, live music performances, fashion and art exhibitions, and cultural workshops.
The choice of the two locations has some background reasons. The state of Maryland, for instance, is home to the fourth largest share of immigrants from Africa living in the US with 15 percent of the African population in the US, and about 52,818 Nigerians. Manchester, on the other hand, is a vibrant, pulsating city in the north-west of England. It is home to over 553,000 people (per 2019 figure) with an estimated 13 percent identifying as black or mixed race. There are social and entrepreneurial justifications for targeting such places for such events. According to the organisers, the festival will be “a unique fusion designed to take the culinary curious on an unforgettable journey through the heart and soul of the African continent.” Agriculture and the food industry’s growth potential, profitability, and value-creation capacity have been demonstrated, they added, noting that what the African food industry requires now is champions and leadership.
Vendors from different African countries are expected to showcase the best of African cuisine, fashion and art. The Afro Flavor Food Festival is considered a mission to increase the understanding of the dynamics of the African food business outside Africa, to catalyse its growth rate and drive foreign exchange earnings and economic development for Africa. The food industry is one of the biggest industries in the world. The Chinese food industry in the United States of America is $26 billion according to some 2023 estimates. Even without any definite statistics on the African food industry, its growth and expansion prospect on the world stage is one of the underlying reasons behind the festival’s initiative.
The keynote paper is titled, “Mainstreaming the African Food Industry, the Chinese Model.” Financing options for African Entrepreneurs will be a major topic for discussion at the event. In addition, the organisers have disclosed that they are curating the African Export Pavilion, a platform for MSMEs with exportable products to exhibit before buyers and users of their products in the UK and the US. Trade deals are expected to be consummated at the pavilion. The Export Promotion Pavilion, as explained, is an initiative designed to boost exports of food items, cooking utensils and related products from African countries by linking manufacturers with global distribution networks.
The government of Nigeria has indicated interest in these public events where attention will be focused on building an African food chain. Nigeria’s Ministry of Tourism, in its press statement, indicated its support for AfroFlavour Food Festival as the Minister, Mrs Lola Ade-John, has confirmed attendance and full participation in the events in Manchester, on July 6, and Maryland, on August 3, 2024. In both locations, the Ministry intends to “showcase and promote Nigerian cuisine to attract global attention to the richness and diversity of Nigerian foods. She will use the opportunity to promote inbound tourism into Nigeria built around the diversity of Nigerian culture and how this feeds into the country’s cuisine and culinary offerings and experiences.”
In the release she personally signed, the minister enthused that “the AfroFlavour Food Festival is a wonderful initiative that celebrates Africa’s rich culinary heritage, cultural diversity, and vibrant fashion, music, and art. Food tourism is indeed a significant component of the tourism sector, and this Festival provides a significant platform to showcase the best of Nigerian and African cuisine and culture to an international audience. She assured she fully endorsed “this festival and will ensure that the Ministry of Tourism provides the necessary support. Such initiatives are invaluable in promoting cultural exchange and enhancing the global profile of Nigerian and African cuisine and culture.”
Lucky Idike, CEO of Afro Flavour, commenting on Tourism Ministry’s full support as well as the Minister’s commitment to attend the events said, “we are thrilled to have the Minister’s endorsement and the Ministry of Tourism of Nigeria’s full support. These festivals will be a huge celebration of Africa’s rich cultural heritage. For African Food Business enterprises, our Food Business Conference will be the first of a series of strategic learning interventions designed to provide them with ideas, knowledge, and skills to position African cuisine for global growth. We strongly believe in Food tourism’s power to grow economies when handled skilfully.” He expressed gratitude to the sponsors and partners for their contributions toward ensuring the hosting of the event.
Confirmed sponsors of the events are Switch by Sterling of Sterling Bank, NEXIM Bank, Flutterwave, SendWave, Nigeria Centre DC, Pearl Medical Group LLC, Swahili Village Group LLC, Zend Capital LLC and BooBam Econatural Products LLC, Made By Nigeria, Immigration Advice Service (IAS) UK. Partners include Nigerian Center, Swahili Village Group, Business a.m., UKtogetherevents, Chuck Gallery Manchester and La Compere. According to the organisers, support has also been received through pledges by Dr. Val Amechi Odife.
Confirmed speakers include the Tourism Minister who is to speak about Food Tourism, its benefits to Africa and the roles of African Food Businesses. Others are Ibidapo Martins, Chief Marketing Officer Sterling Bank Plc, Yetty Tabai and former food business entrepreneur, Chef Dumebi.
African cuisine led by Nigerians, is approaching the age of explosive growth. African restaurants are opening in highbrow districts of the largest non-African cities. Food chains playing at all levels are emerging. Also expected at the food festival is a very accomplished private chef and restaurateur, Yetty Tabai. An extraordinary individual and head chef of Yetti’s Kitchen, this is the first African restaurant in the UK to provide inflight catering, revolutionising how traditional African dishes are experienced on flights. Recently, Air Peace, a Nigerian airline, was widely reported as serving African continental meals – particularly Nigerian delicacies – to passengers on its Lagos-London route, a development that dovetails into what the organisers of AfroFlavour Food Festival are trying to promote.
With these, is there still any doubt that African foods are going places?
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