In our discourse with Dr. Abdulsalami Ogbemudia, CEO of Niyya Food and Drinks, we delve into the narrative of a visionary leader steering the course of one of Nigeria’s prominent companies. Dr. Ogbemudia, at the helm since May 2021, brings a wealth of expertise in Manufacturing Operations and Corporate Governance to the forefront of Niyya’s strategic initiatives.
As we navigate the labyrinths of this conversation, it becomes apparent that Niyya Food and Drinks, with its Farm Pride range of fruit juices, is not merely a beverage producer but a guardian of quality and innovation in the industry. Dr. Ogbemudia sheds light on the ethos driving Niyya, stating, “Our vision is to enhance the quality of life of Nigerians by providing them with top-quality products at affordable prices.” This encapsulates the mission that propels Niyya Food and Drinks as a key player in the market.
The genesis of Niyya Food and Drinks traces back to its roots as a family enterprise, with General Gumel serving as the founding pillar. It’s a story of humble beginnings, a narrative that Dr. Abdulsalami Ogbemudia, CEO of Niyya Food and Drinks, fondly recalls, saying, “Our journey commenced as a family business, firmly rooted in our values.”
Over time, Niyya Food and Drinks underwent a profound transformation, transitioning from a modest farm with manufacturing capabilities to emerge as a formidable force within the industry. Dr. Ogbemudia reflects on this transformative journey, remarking, “We grew from our agricultural roots, expanding our horizons into manufacturing and distribution.”
The pivotal moment in Niyya’s history arrived with the acquisition by Verod Capital Management in May 2021. Under Dr. Ogbemudia’s stewardship, the company entered a new era characterised by a renewed commitment to excellence and growth. Dr. Ogbemudia emphasises this transformative juncture, stating, “Since assuming leadership in May 2021, we’ve embarked on a journey of innovation and expansion, in line with our vision.”
Dr. Abdulsalami Ogbemudia, at the helm of Niyya Food and Drinks, offers profound insights into the company’s mission and vision. He eloquently encapsulates their driving force, saying, “Our mission is to enhance the quality of life for Nigerians by providing them with top-quality products at affordable prices.”
Integral to Niyya’s mission is an unwavering emphasis on producing products that not only meet but exceed regulatory standards. Dr. Ogbemudia underscores this commitment, remarking, “We take great pride in adhering to stringent quality standards and regulatory guidelines. It’s our pledge to consumers that they can trust in the purity and excellence of our products.”
“Our approach involves blending modern technology with the rich local knowledge and resources available to us.” This fusion is emblematic of Niyya’s determination to leverage the best of both worlds, crafting products that are not only technologically advanced but also rooted in Nigeria’s cultural and natural heritage.
In our dialogue, Dr. Abdulsalami Ogbemudia expounds on Niyya Food and Drinks’ meticulous strategic planning, which spans various timeframes. He articulates, “Our strategic planning encompasses short-term, medium-term, and long-term objectives, ensuring that we chart a well-rounded course for the company’s future.”
“Our focus for the next five years is to maintain our position as industry leaders, consistently delivering excellence.” This ambitious vision underscores Niyya’s determination to remain at the forefront of the sector, unfazed by challenges and unwavering in its pursuit of quality.
Integral to their strategic blueprint is the diversification of their product portfolio to aptly respond to burgeoning market demand. Dr. Ogbemudia underscores this facet, asserting, “We recognise the evolving needs of our consumers, and expanding our product range is a priority.” Top of Form
Dr. Abdulsalami Ogbemudia illuminates the distinctive facets of Niyya Food and Drinks’ production process, a journey that unfolds “from farm to bottle.” His elucidation resonates with clarity as he states, “Our production process is a testament to our commitment to quality. We oversee every step, from cultivating the raw ingredients on our farms to crafting the final product in a bottle.”
Dr. Ogbemudia’s extensive experience in the manufacturing sector emerges as a critical driving force behind Niyya’s operational prowess. He confides, “My background in manufacturing has profoundly influenced our operations at Niyya.”
An aspect that permeates our discussion is Niyya’s resolute commitment to utilising locally sourced raw materials and packaging supplies. Dr. Ogbemudia reaffirms this principle, affirming, “We believe in harnessing the wealth of resources available locally, promoting sustainability, and empowering our communities.”
The role of innovation, particularly through Research and Development (R&D), emerges as a cornerstone of Niyya’s technological progress. Dr. Ogbemudia emphasises the importance of this facet, remarking, “Our relentless focus on R&D allows us to continually improve product quality and satisfy our customers’ needs.”
In delving into Niyya Food and Drinks’ distinctiveness in a crowded marketplace, Dr. Abdulsalami Ogbemudia passionately articulates the defining elements that set them apart from the competition. He expounds, “What truly distinguishes us is the natural and organic nature of our products.” This declaration resonates with a commitment to purity and authenticity, asserting Niyya’s dedication to providing consumers with untainted, wholesome offerings.
Central to Niyya’s identity is its unwavering commitment to product integrity and premium quality, qualities that shine brilliantly in the competitive arena. Dr. Ogbemudia underscores this ethos, stating, “Our adherence to stringent standards and uncompromising quality control are non-negotiable.”
In our insightful dialogue, Dr. Abdulsalami Ogbemudia candidly addresses the multifaceted challenges confronting the food and beverage industry, casting light on the prevailing issues. He succinctly notes, “Challenges like energy shortages and security concerns are ubiquitous in our industry.”
Dr. Ogbemudia expounds on the company’s commitment to employee safety, stating, “We’ve invested in security escorts to ensure our employees’ safety in areas where insecurity is a concern.”
Turning our gaze to innovation, the discussion shifts to addressing the seasonality of fruit production, a challenge intrinsic to the industry. Dr. Ogbemudia sheds light on this matter, remarking, “We’re exploring innovative methods to overcome seasonality, such as diversifying our sourcing and processing techniques.”
In the global arena, Dr. Abdulsalami Ogbemudia offers us a glimpse into Niyya Food and Drinks’ aspirations for international trade. He asserts, “We see tremendous potential in expanding our presence abroad.”
A pivotal aspect of this expansion lies in collaboration with foreign entities for product certification. Dr. Ogbemudia explains, “Working with foreign companies and agencies for product certification is essential to meet international standards.” This commitment to adhering to global benchmarks signifies Niyya’s dedication to ensuring the quality and integrity of its offerings.
Simultaneously, considerations for logistics and distribution in export markets are central to their international strategy. Dr. Ogbemudia articulates, “Efficient logistics and distribution networks are vital for our success in international markets.”
Our conversation naturally transitions into the realm of finance, where Dr. Abdulsalami Ogbemudia provides insight into significant financial decisions that have shaped Niyya’s operations. He underscores the challenge of non-operational generators, stating, “Addressing this issue required drastic measures, including investing in reliable power sources.”
In the pursuit of cost efficiency, Dr. Ogbemudia elaborates on the strategic use of local sourcing of materials and optimisation of production processes. He notes, “We’ve strategically sourced materials locally and optimised our production to control costs without compromising quality.”
The impact of energy costs on production emerges as a significant concern, and Dr. Ogbemudia highlights the company’s unwavering commitment to affordability, stating, “We understand the importance of affordability to our customers, and we’re actively working to mitigate the impact of energy costs.”
Dr. Abdulsalami Ogbemudia passionately discusses Niyya Food and Drinks’ role in contributing to improved nutrition in Nigerian households. He envisions a collaborative effort, stating, “We see an opportunity to collaborate with the government to make natural juice a daily part of people’s diets, enhancing nutrition.”
In addressing market needs, the need for government support and investment in expanding Niyya’s facilities emerges as a pivotal point. Dr. Ogbemudia emphasises, “Government support is essential for us to expand our facilities and meet the growing market demand.” This candid appeal underscores the importance of public-private partnerships in fostering economic growth and addressing market dynamics.
The challenge of meeting market demand is not lost on Niyya Food and Drinks. Dr. Ogbemudia acknowledges this reality, stating, “Meeting market demand is a continuous challenge, but it’s also an opportunity for us to expand further.”
As our discourse nears its conclusion, the topic of going public surfaces as a means of raising capital for expansion. Dr. Abdulsalami Ogbemudia offers clarity on the matter, affirming, “At present, the board has not made a decision regarding going public.”
In a spirit of openness, Dr. Ogbemudia expresses a willingness to explore other investment avenues and partnerships, reflecting the company’s receptivity to diverse growth opportunities. He states, “We are open to considering other investors and partnerships that align with our vision.” This flexibility in seeking avenues for growth showcases Niyya’s commitment to exploring every avenue that can contribute to its success.
Closing our conversation, Dr. Ogbemudia acknowledges the vast potential within the market and recognises that the decision regarding going public might be influenced by future performance. This strategic approach highlights Niyya Food and Drinks’ forward-thinking attitude and their readiness to adapt as circumstances evolve.
- Dr. Abdulsalami Ogbemudia spoke to Nkanu Egbe on 26 May 2022. He has since moved on from Niyya Food and Drinks Ltd.
