Golden Penny brings Lagos to life with celebration of love as it deepens connection with Nigeria’s culinary heritage
By Felicia Nwosu
Lagos consumers witnessed a spectacle of love and unity weekend as Golden Penny, Nigeria’s cherished food brand, opened its arms to thousands of people at the historic Tafawa Balewa Square.
The event held last Saturday at the iconic Tafawa Balewa Square in Lagos, a historic gathering unfolded as a momentous and joyous occasion as thousands of Nigerians flocked to an event that transcended tribe, language, and religious backgrounds nor creed. The occasion? A grand celebration of food festival hosted by Golden Penny, Nigeria’s beloved home of food, in honor of its Lagos consumers.
It wasn’t just a food festival; it was a heartfelt celebration of Nigeria’s rich cultural diversity, a showcase of the nation’s treasured soups and the solid foods that bind families together in love and togetherness.
For decades, Golden Penny has been more than a food brand, it has been a silent companion in every home and Nigerian kitchens, a trusted friend at family table, and a beacon of consistency in a fast-changing world. The day’s event was a testament to that bond, love and strong brand loyalty
From the first light of day, mothers with babies, fathers with hopeful smiles, and children with wide-eyed excitement thronged the iconic square, forming a mammoth crowd.
They moved with civility and orderliness in their queues, with an aura of class and civil spirit as they went from one stand to the other, reaching out for their favourite soups, served side by side in one accord with the ‘king of swallow itself, the Golden Penny Semovita’
They came not just for the food, but for something far more profound, a sense of belonging, recognition, attachment, loyalty and the rare joy of being valued by a brand that has fed their families for over six decades.
Golden Penny didn’t just serve meals at the occasion; it served memories. Plates of sumptuous delicacies were passed from hand to hand, each bite filled with flavors that carried the warmth of home and the taste of tradition.
The heritage company spared no effort in making every attendee feels like royalty. Tables adorned with steaming bowls of Nigeria’s finest soups and delicacies, from Egusi to Ogbono, from Efo Riro to Banga, as diverse colours of Nigerian soups including Fisherman’s soup, welcomed guests with the familiar warmth of home. Everyone at the event marveled at the rich legacy of a company that has stood as a pillar in Nigeria’s culinary landscape.
Each dish was a testament to the nation’s culinary wealth, showcasing flavors from every tribe, every tongue, every corner of the country. And in every bite, there was a message that silently said to each consumer, ‘that you are seen, you are loved, you are part of this family’. The legendary food house transformed Tafawa Balewa Square into a vibrant haven of joy and togetherness.
Live music filled the air, lifting spirits and prompting spontaneous dances. Children’s laughter echoed through the venue as they participated in games of various kinds, which won many of them diverse prizes
The adults acted as if they had sworn before reaching the venue that they would not be left out in the fun as they embraced different kinds of games such as tennis, while some watched in awe as professional artists brought their imaginations to life on canvas.
It was more than they bargained truly, because there was also a master-class where they were given some healthy tips, and not only that, some participants smiled home with huge prizes such as LG Deep Freezer, Microwave, Washing machines during the draws session with their tickets.
Tight security ensured that every family felt safe, with fire service personnel and medical teams on standby to handle any emergency. Yet, in a crowd that stretched as far as the eye could see, not a single incident disrupted the harmony of the day. It was a testament to careful planning and an unwavering commitment to the well-being of every guest.
As the sun dipped behind the horizon, the joy in the air was palpable. Strangers became friends, and friends became family, united by the simple yet powerful act of sharing a meal. For many, it wasn’t just a day out, it was a moment of validation.
In a harsh economy where many feel overlooked, Golden Penny’s grand gesture reminded them that they are more than just consumers. They are cherished, valued, and essential to the legacy of a brand that has stood by them through generations.
One attendee, a mother of three, summed it up with tears of gratitude: “Golden Penny didn’t just feed us today; they honored us. In a world where people forget, they remembered.”
Golden Penny’s commitment to Nigeria goes beyond profit, it is a love story between a brand and its people. Today’s event was proof that food can do more than nourish the body, it can heal divisions, foster unity, and create a community where love and respect thrive.
Boye Olusanya, Group Managing Director and CEO of Flour Mills of Nigeria (FMN), reiterated the company’s commitment to innovation and expanding its portfolio of quality food products to meet the evolving needs of consumers.
“We introduced Semovita to the Nigerian market, and we will continue to innovate, bringing new products that drive quality nutrition for our vast consumer base.”
He emphasized the importance of consumer insights in driving the company’s product development strategy. “We prioritize understanding what our consumers want. Across all product categories, our intention is to create offerings within the Golden Penny family, particularly Semovita, that resonate nationally, as we are a national brand.”
Olusanya also revealed FMN’s plans to expand its flagship events to more locations across the country. “Over the years, we will continue to roll out more destinations for our events, spreading them across the nation to celebrate our heritage and connect with consumers.”
Reflecting on the company’s legacy, Olusanya highlighted FMN’s integral role in Nigeria’s growth story. “Flour Mills has been part of Nigeria’s journey for over 64 years, launching just before independence. We’ve remained a significant contributor to the country’s development.”
Speaking at the event, Devlin Hainsworth, Director of Foods and Commercial at FMN, emphasized the brand’s deep connection with its consumers. “Golden Penny understands that food is more than sustenance, it’s a love language. For 60 years, we’ve been a part of Nigerian homes, bringing families together around the table.”
Hainsworth highlighted the unique qualities of Semovita, describing it as “the king of swallow,” known for its smooth texture, moldability, and high fiber content.
“Whether it’s Egusi or Afang, every Nigerian wants the best complement for their favorite soup, and Golden Penny Semovita consistently delivers on quality. ”
Reflecting on the origins of the festival, he noted that the idea was born from a desire to celebrate Nigeria’s culinary diversity in a meaningful way. “About a year and a half ago, our marketing team suggested creating an event that would showcase the richness of Nigerian food while bringing our consumers closer. We launched the first edition in Lagos, followed by Abuja and Ibadan, and now we’re back in Lagos, bigger and better than ever,” he said.
The director of foods outlined the brand’s vision for events like the food festival. “Golden Penny is built on three core pillars: quality, emotional connection, and nutritional value. Our products bring substantive quality to the table, they evoke cherished childhood memories, and they offer essential nutrients like vitamins and fiber. Today’s event reflects all these values, and you can see it in the joy and excitement of our consumers,” he stated.
The lover of Nigerian foods assured consumers that this was just one of many steps in Golden Penny’s journey. “This is not the finale. We will continue to find new ways to bring excitement and joy to our consumers. The best is yet to come.”
The Marketing Director of the Food Commercial Division at Flour Mills of Nigeria (FMN), Ilyas Kazeem, said Golden Penny Semovita is culinary staple for every Nigerian dish.
He reaffirmed the company’s commitment to providing quality products to Nigerians across generations.
Speaking on the enduring legacy of the Golden Penny brand, Kazeem highlighted its six-decade presence in Nigeria and its dedication to serving families with superior food products.
“For nearly 60 years, we have been part of the Nigerian story, delivering quality products to generations of families. Our goal is to continue this tradition for many years to come,” Kazeem said.
Addressing the versatility of Golden Penny Semovita, he described it as the ultimate accompaniment for a wide variety of Nigerian soups. “After investing time and effort into preparing a delicious soup, you want the perfect swallow to complement it. That’s where Golden Penny Semovita comes in—it’s the ‘king of swallow’ that pairs seamlessly with any soup from across the country,” he noted.
Kazeem emphasized that today’s focus is on allowing consumers to experience the unique brilliance of Golden Penny Semovita, regardless of the region or type of soup they prefer. “Whether it’s egusi, ogbono, or banga, Golden Penny Semovita delivers the perfect blend for a satisfying meal.”
As the sun set over Lagos, the crowd lingered, reluctant to leave a space that felt like home. In that moment, it was clear that Golden Penny’s legacy is not just about feeding the nation, it is about nourishing hearts, fostering unity, and creating a future where love and food continue to bring people together.
As the crowds dispersed, one truth lingered in every heart: Golden Penny is not just feeding Nigeria; it is building a legacy of love, one meal, one family, one community at a time, a demonstration of a brand rooted in love and heritage, positioned to plant seeds of togetherness, with the promise that the legacy of feeding Nigeria will only grow stronger, leaving footprints of compassion across every state, city, and home
RECOMMENDED ARTICLES
Comment
No comments found.