Nestlé Ghana engaged market women across Accra ahead of the nationwide rollout of its Maggi loyalty promotion, aimed at strengthening relationships with retailers and boosting consumption of its seasoning products.
The event, dubbed the “Maggi Mammies Engagement 2026,” took place on Thursday, March 19, at the Kinbu Gardens of the Accra Metropolitan Assembly (AMA) and brought together traders who play a pivotal role in distributing Maggi products to consumers.
The session briefed the market women on the upcoming three-month loyalty promotion, scheduled to run from April to June 2026. Participants will earn rewards based on their sales performance during this period.
Nestlé Ghana representatives interacted directly with the traders, explaining the promotion mechanics and soliciting feedback on the most motivating incentives.
In an open forum, the market women expressed strong interest in diverse rewards, including solar panels, television sets, refrigerators, microwaves, and cash prizes. They also raised concerns about challenges encountered in selling the products.
Speaking to journalists, Mark Okyere-Mensah, Category Manager for Culinary at Nestlé Ghana, underscored the vital role market women play in the company’s value chain.
“Maggi is central to our seasoning portfolio. As a food-focused company, we rely on Maggi to help ensure that the meals our consumers prepare are delicious,” he said.
He highlighted retailers, particularly market women, as the essential bridge between the brand and end consumers.
“These mammies are key to passing our message to consumers. Building loyalty with them turns them into powerful brand advocates,” he noted.
Mr. Okyere-Mensah explained that the engagement was held in advance of the official launch to ensure participants fully understand the programme and its benefits.
He revealed that the tier-based programme rewards retailers according to purchase volumes over the three-month period.
“It is open to all retailers, with different tiers based on purchase levels. Each tier offers opportunities to earn rewards proportional to participation,” he added.
Although the event was held in Accra, the initiative extends nationwide, including to the Ashanti and Northern Regions.
“At the end of the three months, we will reward participants based on performance. Ultimately, the biggest beneficiary will be the consumer, who enjoys better-tasting food,” he concluded.
Also addressing the media, Agyemang Duah, Head of Commercial Development at Nestlé Ghana, affirmed the company’s drive to reclaim leadership in the seasoning market.
“Over the years, many grew up with Maggi as the leading brand. Supply challenges once allowed competitors to gain ground, but we have addressed those issues through local production,” he stated.
“Today, we produce locally, ensuring faster availability and consistent supply. I can assure consumers and retailers that stock levels are now much stronger than in previous years,” he added.
He emphasized that renewed retailer engagement is central to rebuilding trust, increasing product uptake, and regaining market dominance.
A nutritionist at the event educated participants on balanced diets, good hygiene practices, and moderate use of seasoning products. The interactive session allowed market women to ask questions and acquire practical knowledge on healthy cooking and lifestyle choices.
