Devon King’s launches King of Street Foods, targets vendors across Nigeria

Devon King’s cooking oil has announced its flagship campaign tagged “King of Street Foods”, a documentary reality TV show in partnership with FoodBay TV. The cooking oil brand produced by PZ Wilmar also announced the 13 candidates who were shortlisted from the 100 entries.

The programme will be focusing on the street food vendors across Nigeria and will be showcased, celebrated and also rewarded.

Speaking during the launch, Devon King’s Brand Manager, Oyegbami Bamise, said: “We are here to launch a platform called Street Food Naija. It is all about promoting the culture and consumption of street food in Nigeria. Street Foods over the years the years in Nigeria seems to be one of those things that many people out there don’t want to be associated with. But a lot of us of us do consume street food.

“We don’t usually see it as quality food. So, the platform is designed to enable consumers and Nigerian as a whole to see street foods in a positive light. We want to reposition and elevate street food and make it something that Nigerians can be proud of.”

The company’s HR Director, Joyce Coker also expressed her excitement at the prospect of the competition.

“I am excited about this competition as it presents an opportunity for Devon King’s to create stronger connections with our consumers. I would also like to thank our partner, FoodBay TV for coming up with such unique contest. Our efforts will be rewarded if street food culture becomes part of global food culture,” she said

Also speaking in a similar vein, Femi Ogundoro  FoodBay TV, said: “FoodBay TV is a 24hours channel which will be launched by 2020. It covers everything you can think of when it comes to food. Food is life and we are looking for the best in terms of street food in the world. The reality series will be aired for 13 weeks which entails 13 contestants. We are looking for engagement, creativity and the major goal is to elevate people. At the end, everyone will come together for a food festival.”

It was stated that the weeks leading up to the maiden edition of the competition saw the brand and organisers kick-start the call to entry phase of the contestants as diverse range of street foods entrepreneurs across the country were asked to vie for a place in the competition by stating their business, their unique proposition and what they would do with a sizeable sum of money.

13 contestants across Lagos, Calabar, Port Harcourt, Kano, Enugu and Abuja were eventually selected for the competition based on set criteria of which the winner would walk away with N1million, the first runner will go with 500hundred thousand and the second runner will go for N200thousand.

3 judges were carefully selected based on their experience in nutrition and other food health-related field to panel the programme. They are chef Ette, Chef Nutella and Adesola Ladejobi.

With the entries now closed and the contestants selected, the competition will span series of phases which include the voting stage, the top 6 selection and eventually the grand finale which will be a festival.

Photo caption – L-R: Bamise Oyegbami, Brand Manager, Devon King’s; Joyce Coker, Human Resource Director, PZ Cussons; Femi Ogundoro, Founder, Food Bay TV; Ipsit Chakrabarti, Deputy Managing Director, PZ Cussons; Kalyan Bandyopadhyay, Marketing Director, PZ Wilmar during the launch of ‘King of Street Foods’ competition in Lagos.


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