Oreoluwa Atinmo, Marketing Director at GBfoods, is spearheading a groundbreaking celebration of Nigerian culinary heritage through the Gino World Jollof Festival, held in Lagos.
Partnering with renowned chef Hilda Baci, Atinmo has orchestrated an ambitious attempt to create the world’s largest pot of Jollof Rice, a bold move to showcase Nigeria’s vibrant culture and GBfoods’ commitment to celebrating local flavors.
The idea for the festival sparked during a brainstorming session at GBfoods, where Atinmo and her team sought innovative ways to tell the Nigerian Jollof story on a global stage. “We wanted the world to stop and take notice,” Atinmo said. When Baci proposed the record-breaking Jollof pot, Atinmo recognized its brilliance. “It was a no-brainer,” she added, noting the synergy with GBfoods’ brand vision of honoring local culinary traditions.
The festival also serves as a platform to highlight the company’s newly launched Gino Asun Flavor, infused into the historic Jollof attempt to showcase Nigeria’s rich flavor profile.
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Atinmo, a seasoned marketing professional, emphasized the depth behind the festival’s creative execution. Addressing common misconceptions about marketing, she debunked the notion that it’s superficial. “Marketing is both art and science,” she asserted, highlighting the analytical rigor and strategic planning required. Atinmo praised the dedication of professionals like herself, many of whom bring scientific backgrounds to craft impactful campaigns.
Reflecting on her collaboration with Baci, Atinmo lauded the chef’s relentless commitment. “Years ago, when we were doing small events, Hilda was giving her all, even when the world wasn’t watching,” she recalled. This shared passion for excellence made the partnership a natural fit for the festival, which Atinmo believes will be a cultural milestone discussed for years to come.
Through the Gino World Jollof Festival, Atinmo aims to elevate Nigeria’s culinary identity while reinforcing GBfoods’ mission to celebrate local flavors. The event marks a vibrant fusion of culture, innovation, and strategic marketing, positioning Nigeria’s Jollof Rice as a global icon.
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