Enugu, July 23, 2023: The Management of an indigenous firm, Mitchelle Foods Enterprises Limited, has said that insecurity, multiple taxation and poor power supply in Southeast was affecting their operations drastically.
The firm located in Enugu manufactures “Jigbo Instant African salad”, a locally produced Cassava noodles known as “Abacha” in Igboland.
The Managing Director of the company, Mr. Kingsley Okah, disclosed this on Saturday in Enugu during the unveiling of an Actress Chidimma Divine, as firm’s new Brand Ambassador.
Okah said that the alarming insecurity situation had affected the organisation seriously due to the fact that it sourced her local raw material from Agricuitural produce, (Cassava).
He noted that the insecurity had forced many farmers to abandon their farms a factor which had become a cog in the wheel of progress of the domestic firms.
“These materials are sourced from the villages and mostly the villages have become major target for hoodlums.
“The insecurity has affected the women cultivating cassava, making them unable to produce enough cassava that can go round,” he said.
He said though, despite the challenges, the product had been increasingly gaining acceptance and patronage in Nigeria and outside the country, including United States of America and Europe.
Okah, further explained that Jigbo instant African Salad product was 100 per cent organic food made from Cassava, adding that it did not have preservatives.
The managing Director added that the product had been certified by the National Agency for Food and Drug Administration and Control (NAFDAC) and Standards Organisation of Nigeria (SON)
The Food Administration of the United States also approved it.
Okah explained that as a product that was made from local Casava, its value chain had the capacity of indirectly employing over 2000 farmers.
According to him, women cassava farmers would now have a place to sell their produce after harvesting.
He noted that the outside Divine, more ambassadors and the Jigbo representatives would be unveiled in due time.
Okah said that being a brand ambassador goes beyond beauty.
“It is about personality and someone who is conscious, somebody who understands what she want to do, and goes on with it.
“It is about people who are desirous and zealous of promoting the brand and her tack records always shows that she is capable of doing the job, ” he said.
Divine while signing the contract papers said that she was ready to let the world know more about the indigenous product.
Divine, who is a broadcaster and brand influencer, said she would not allow the excitement of being an ambassador overwhelm her.
“I have been on the entertainment for two years now and I am ready to work.
“I will not let the excitement overwhelm me because it’s a job. I am also anxious and ready to work, ” the actress said.
Speaking also, Mr Chidiebere Akpaka, a major distributor of Jigbo commended the company, stressing that the product was pure organic and unique.
