Nestlé Ghana Limited has launched a three‑month “Maggi loyalty promo” to reward market women and customers for their loyalty.
The promotion, unveiled in Accra on Thursday, seeks to reward customers with items including televisions, refrigerators and plots of land. It seeks to strengthen the company’s relationship with traders and ensure regular product availability.
Speaking at the launch, Mr Agyemang Duah, Head of Commercial Development at Nestlé Ghana, said the programme was to honour the loyalty of market women who had patronised the brand for over two decades.
“These women are not just distributors; they are community leaders and household pillars. When supply was difficult, they stayed with the brand. We owe them this recognition,” he said.
Mr Duah explained that although Maggi had remained a household cooking ingredient, it had faced logistical challenges from external sourcing, which affected market share.
He said that the challenges had been addressed through localisation of operations and partnerships with a co‑packer to ensure product availability.
“Before, we were sourcing Maggi externally, but today, we are doing the pressing of Maggi locally in Ghana.
“This is helping us with quick availability. So now, we have enough stocks, and I can assure everybody that when it comes to supply, we have 100 per cent availability,” he said.
Mr Mark Okyere Mensah, Category Manager for Nestlé Culinary, urged customers to continue engaging the company, noting that feedback was valued and had informed improvements.
He said a new and improved product would soon be introduced in line with the company’s commitment to quality and nutrition.
“We have received feedback on our product texture and softness. I can assure you that we’ve already done the work on feedback…
“The product has started coming in. It will take about a month or two to saturate the market with a new and improved product and the complaints will not be happening again,” he said.
Maame Esi Mensah, a trader at Makola Market, said the programme would bring relief to retailers who had experienced supply shortages.
“My customers never stopped asking for Maggi, even when I couldn’t get it. Now that it’s back, my business can recover, and I can feed my children properly again,” she told the Ghana News Agency.
She said that the awards could be transformative for beneficiaries.
“For example, winning a plot of land means I can build a house for my children. It shows someone finally values our contribution,” she said.
