The introduction of Crown Thick Spaghetti directly addresses the growing demand among Nigerian consumers for a thicker strand size in their pasta. The launch event served as a valuable platform for engagement, underscoring CFM’s robust distribution network and its unwavering commitment to providing food products that resonate with the evolving culinary preferences of the Nigerian populace.
CFM's position as a trusted provider of high-quality, fortified, and affordable food options is underpinned by Olam Agri in Nigeria’s strategic investments in local wheat farming through initiatives such as the "Seeds for the Future" program. The addition of Crown Thick Spaghetti further strengthens CFM’s diverse pasta offerings and reinforces its significant contribution to national food security.
Speaking at the launch, Siddharth Suri, Vice President and Business Head at Crown Flour Mill, conveyed the company's broader vision, stating, “This is more than just a product launch; we are unveiling new possibilities. This launch represents our commitment to progress, to better serve our communities, and to equip our partners with tools that can help grow their business and satisfy the ever-evolving needs of our customers. Crown Thick Spaghetti continues our tradition of innovation and excellence in food manufacturing.”
Bola Adeniji, General Manager and Head of Marketing at Olam Agri in Nigeria, highlighted the unique attributes of the new product. “Crown Thick Spaghetti was developed with versatility in mind—perfect for rich sauces or local favourites like Jollof spaghetti, stir fry, etc. It fills a gap in the market, and early feedback from consumer trials has been overwhelmingly positive,” she noted.
The launch event also featured a special appearance by renowned Northern music icon and CFM brand ambassador, Ali Jita. He lauded the brand's consistent quality and widespread availability, remarking, “CFM products are always of high quality, healthy, and easy to find. This new spaghetti takes things up a notch—it’s non sticky, filling and made with the Nigerian consumer in mind. I’m proud to be associated with it.”
Key distributors, including Alhaji Umar Buba, Alhaji Murtala Abdullahi, and Alhaji Namadi Inumu, were present at the launch and commended CFM for its strong collaborative relationships and market-focused strategies.
Nitin Mehta, Managing Director & Business Head of Crown Flour Mill, emphasized the alignment of the new product with national objectives, stating, “Crown Thick Spaghetti reflects our dedication to supporting the government’s New Hope Agenda for food security. We continue to invest in innovation and production to deliver accessible, nutritious food that resonates with the tastes and needs of Nigerian families.”
Through this latest product innovation, Olam Agri reaffirms its leadership position within Nigeria’s dynamic food landscape, consistently bringing new and appealing options to consumers across the nation.
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| L-R, Bola Adeniji, General Manager/Head of Marketing; Bolaji Anifowose, Vice President, Commercial; Nitin Mehta, Managing Director; Ali Jita, Musician/Brand Ambassador, Crown Thick Spaghetti; Charles Babarimisa, Head of Sales; Siddharth Suri, Vice President/Business Head, all of the Wheat Milling Business, Olam Agri in Nigeria, during the launch of Crown Thick Spaghetti by Crown Flour Mill Limited, in Abuja |
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| Distributors happily displaying the Crown Thick Spaghetti |
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| Ali Jita, Musician/Brand Ambassador for Crown Thick Spaghetti, with the product. |
Olam Agri is a leading agri-business with a global presence spanning origination, processing, and a deep understanding of market needs cultivated over 34 years. With operations in high-growth emerging markets and a diverse product portfolio encompassing grains & oilseeds, freight, integrated feed & protein, rice, edible oils, specialty grains & seeds, sugar, cotton, wood products, rubber, and risk management solutions, Olam Agri plays a central role in global food and agri-trade flows, trading 39.6 million MT in volume in 2023.
Committed to transforming food, feed, and fibre for a more sustainable future, Olam Agri aims to create value for customers, empower farming communities sustainably, and strive for a food-secure future. Olam Agri Holdings Limited, the holding company for the Olam Agri business, is a 64.6% owned subsidiary of Olam Group, with 35.4% owned by SALIC International Investment Company, a wholly-owned subsidiary of Olam Agri’s strategic partner, The Saudi Agricultural and Livestock Company.
Olam Group is a prominent food and agri-business supplying food, ingredients, feed, and fibre to 22,000 customers worldwide. Its value chain extends across over 60 countries and includes farming, processing, and distribution operations, alongside a global network of farmers. Guided by its purpose to ‘Re-imagine Global Agriculture and Food Systems’,
Olam Group seeks to address the multifaceted challenges of meeting the needs of a growing global population while achieving positive impacts for farming communities, the planet, and all stakeholders. Headquartered and listed in Singapore, Olam Group ranks among the top 30 largest primary listed companies by market capitalization on the SGX-ST. Since June 2020, Olam Group has been included in the FTSE4Good Index Series, a global sustainable investment index series developed by FTSE Russell, following a rigorous assessment of Olam’s supply chain activities, environmental impact, and governance transparency.