Maggi, the culinary brand owned by Nestlé, held the second edition of its content creators’ conference last weekend at the Landmark Event Centre in Lagos.
The event, themed ‘The MAGGIVerse’, was designed to shape the food and creator economy across West and Central Africa by fostering creativity, culture, and collaboration.
The two-day conference served as a hub for food content creators, featuring masterclasses on leveraging social media platforms like TikTok and X, alongside interactive panels focused on audience growth, influence expansion, and building strategic partnerships.
Funmi Oshineye, category manager of culinary, Nestlé (Maggi), framed the conference as an initiative to help creators “turn passion into purpose”.
She emphasised the global rise of Nigerian cuisine and the need to celebrate it with the same vigour as the nation’s music.
Oshineye also elaborated on the brand’s vision to build a supportive economy for culinary professionals.
“By connecting creative minds with experts, we are building a community driven by collaboration, innovation, and opportunity,” she said.
“The MAGGIVerse represents creativity without limits. After the success of our 2024 edition, we’re bringing even more energy, insights, and opportunities for creators to learn, connect, and grow.
“In terms of control, it is really a feeling of love. I mean, you see a food that you love, you eat it, you cook it. And for some people, they even want to explore further to learn how it is cooked, what went into the cooking, and which ingredients or seasonings they used to cook it.
“I think in Nigeria today, food is becoming something that is beyond the shores of Nigeria. You see our food being loved, being celebrated, even outside Nigeria.
“You see an American coming to Nigeria, and the first thing they will tell you is, I want to try your Jollof. I have heard about it. I want to try your Egusi. I have heard about it. I believe food is something that should be celebrated.
“The same way that we are celebrating music in Nigeria, food is one thing that we should continue to celebrate.
“What we are doing is building an economy of those people that are into the industry, creating spaces, avenues where they can network, where they can talk about it, and where they can even tell us about the trade and the next thing that we can do together.”
Also speaking, Iquo Ukoh, former brand manager at Maggi, highlighted the importance of keeping African meals relevant for future generations through content creation.
Ukoh, an author of Memories on a Platter, also stressed the importance for Africans to tell great stories about local cuisine online to avoid distortion..
“We’re witnessing a cultural evolution where what and how we eat continues to change. Maggi’s decision to host this conference shows an understanding of today’s generation and the importance of preserving traditional dishes passed down from our grandparents. It’s about keeping those meals relevant for future generations,” she said.
“Maggi has always cared deeply about what we eat and how we consume food. This initiative is part of that legacy, asking how we can continue to nourish the next generation while celebrating our culinary roots.
“Storytelling plays a crucial role in this. We must tell our own Nigerian and African food stories authentically. If we allow others to tell them for us, they may become distorted. Even as global influences grow, we should ensure our rich local cuisines remain appreciated and celebrated at home and abroad.”
Brian Nwana, a digital content creator, food enthusiast, and Guinness World Record holder, emphasised the event’s role in providing crucial industry knowledge.
“Many content creators don’t have formal training; they rely on experience and what they see online. That’s why gatherings like this are important; they bring creators together to learn from industry experts and from one another,” he said.
“Events like this help us understand storytelling, algorithms, and strategies for better content creation. It’s about growth, learning, and collaboration.”
He advised emerging creators to focus on consistency and strategy.
“My advice to small creators is to stay consistent and keep creating. The algorithm may fluctuate, but perseverance and a strategic approach are key,” Nwana added.
“Detty December is coming, an opportunity to trend food content because tourists will surely need to know where and what to eat.”
Adding a cultural dimension, TV cook show host Jamila Lawal noted that digital food content is vital for promoting lesser-known African dishes and fostering unity.
Lawal explained that the conference reflects how food culture evolves with trends while honouring tradition.
“As a food content creator from Northern Nigeria, my goal has always been to showcase the richness of our cuisine,” she said.
“Many people across Nigeria are unfamiliar with our culinary traditions, and I want to change that narrative. Through my growing online community, I’ve seen how storytelling through food can unite people, spark curiosity, and celebrate our diversity.”
Maggi also announced 12 food content creators as their brand ambassadors. They include Nwana, Yemisi Odusanya (Sisi Yemmie), Ifeyinwa Mogekwu (Ify’s Kitchen), Gina Ehikodi-Ojo (Geenafoodiesandspice), and Lawal (jamilaolawal).
Others are Anisah Lawal (the.chefnisah), Mariam Buhari (Fabulous_nosh_and_recipes), Egbe Chukwualuka (cookwith_aluks), Okeke Oluebube (cookwith_mimii), Samira Abdullahi (Samrahs_cuisine- TT), Zainab Saad Ahmed (Hanan_malab), and Bello Yasmine Mansur (Yasmieen_ymb).
Below are photos from the event:
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