The announcement was made on Wednesday, July 16, 2025, during a high-profile event held at the company’s Tin Can facility in Apapa, Lagos. The occasion marked a significant moment for both the brand and the food industry, blending corporate strategy with cultural celebration.
Ify Mogekwu—founder of the popular digital culinary platform Ify’s Kitchen—brings with her a vibrant community of over seven million food lovers. Known for her engaging storytelling, visually captivating food content, and authentic Nigerian and African recipes, she has become a household name in the digital food space. Her accolades include two consecutive Gage Awards for Food Vlogger of the Year (2023 and 2024), and she is a recognized YouTube Black Voices Creator.
At the heart of the unveiling was a symbolic ceremony steeped in cultural resonance: Ify Mogekwu was formally crowned as the official ambassador of Supreme Semolina. The crowning was led by prominent traditional and industry leaders—HRM Eze (Dr.) Vitus U. Kasa, Okwadike Assa II of Assa Kingdom in Imo State; Chief Bolaji Anifowose, Peace Broker of the Master Bakers Association of Lagos; and Alhaji Yahaya Fufore, Dangaladima and Council Member of Fufore Emirate. Their participation lent cultural depth to the occasion, reinforcing the brand’s pan-Nigerian appeal.
The partnership builds on the momentum of the successful relaunch of Supreme Semolina in late 2024, which introduced significant improvements to the product’s texture, shelf life, and cooking quality. According to CFM, the enhancements are part of Olam Agri’s broader mission to deliver nutritious, affordable, and high-quality staples to Nigerian families.
Siddharth Suri, Vice President and Business Head at CFM, highlighted the emotional and cultural value of the collaboration:
L-R: Bola Adeniji, General Manager and Head of Marketing at Olam Agri Nigeria; Siddharth Suri, Vice President and Business Head at CFM; Ify Mogekwu, the founder of Ify’s Kitchen, and Nitin Mehta, Managing Director and Business Head at CFM, during the official unveiling of Ify Mogekwu as Supreme Semolina Brand Ambassador, in Lagos, recently.
“At Olam Agri, we see food as more than sustenance; it’s about culture, connection, and wellbeing. Ify’s dedication to quality and authenticity aligns perfectly with our mission. This partnership helps us enrich everyday meals and deepen our impact across Nigerian homes.”
Nitin Mehta, Managing Director and Business Head at CFM, emphasized the strategic thinking behind the move:
“This isn’t just an endorsement; it’s a purposeful alliance. Ify’s influence brings both relatability and authority. Supreme Semolina stands for innovation, fortified with essential nutrients, delivering exceptional taste and texture. Together, we’re promoting good food, good health, and a stronger food system in Nigeria.”
Speaking at the event, Ify Mogekwu expressed her excitement and commitment to the partnership:
“It’s truly an honor to be named brand ambassador for Supreme Semolina. The product embodies quality, consistency, and nourishment—values I cherish. I look forward to sharing its benefits with more families across Nigeria and beyond.”
Reflecting on the brand’s two-decade journey, Bola Adeniji, General Manager and Head of Marketing at Olam Agri Nigeria, noted:
“Since 2004, Supreme Semolina has been a staple in Nigerian households. Our 2024 relaunch focused on fortification, innovation, and improving the consumer experience. With Ify’s partnership and the cultural recognition at this event, we’re elevating the brand to reach more people and support our vision for a food-secure Nigeria.”
With this partnership, CFM is not only reinforcing the quality credentials of Supreme Semolina but also placing a trusted face at the center of its consumer engagement strategy—one that speaks directly to Nigerian kitchens and celebrates the essence of homegrown culinary excellence.