Focused a sustainable economic development strategy for its operating environment, the Bigi carbonated soft drink brand of Rite Foods has provided sponsorship for the Adire Market Week, a pet project of the Ogun State First Lady, Mrs. Bamidele Abiodun.
Adire Market Week is an exhibition for small and medium scale enterprise (SMEs) in the local textile industry.
The adire (Yoruba for tie-and-dye fabric) is primarily made in southwest Nigeria by Yoruba women, using a variety of resist-dyeing techniques.
The three-day event, which was held in Abeokuta, the Ogun State capital, under the theme, “Authentic African,” climaxed on Saturday with about 5,000 people in attendance. It was flagged off by Governor Dapo Abiodun and featured exhibition by traders and producers of the indigo-dyed fabric, a fashion show, artistes’ performance and visits to the stands by various groups and agencies, including celebrity guests and designers.
Commenting on Bigi brand’s support, Rite Foods Brand Manager, Boluwatife Adedugbe said it was a way of identifying with the people and the cultural heritage of the state, and also encouraging skills and local content development as well as the economic transformation of SMEs and other value chains within the indigo-dyed fabric sector.
She stated that the Bigi brand supported the Adire Market Week with products and funds to ensure the success of the exhibition, which is regarded as the biggest in the SMEs sector of Ogun State.
According to her, the brand’s 13 variants were refreshing to participants through its carbonated soft drinks, which have set the pace in the beverage industry.
‘Bigi is committed to the growth of the economic ventures of Ogun State indigenes through viable platforms like the Adire Market Week. And as a leading brand that believes in innovation and creativity, it is contributing to the actualisation of the scheme for the benefit of the local SMEs and others within the local spectrum’, Adedugbe further said.
Eulogising the brand for the support towards the success of the project, Mrs Abiodun said that the Bigi brand has truly demonstrated that it is proudly Nigerian and seeks to promote the values inherent in the people within its area of operations and market focus.
She pointed out that the brand had shown that the consumers are at the core of its mission and the event would lead to display of expertise in local attire, networking and exchange of ideas among SMEs in the state.