Crown Flour Mill (CFM) Limited, the wheat milling and pasta business of Olam Agri in Nigeria, has officially named celebrated culinary expert and global food influencer Ify Mogekwu as the brand ambassador for its flagship product, Supreme Semolina.
CFM unveiled the partnership at a high-profile event on Wednesday, July 16, 2025, at its Tin Can facility in Apapa, Lagos. Ify Mogekwu, the founder of Ify’s Kitchen, inspires over 7 million food lovers globally with her bold, feel-good Nigerian and African recipes. She is a two-time Gage Award winner for Food Vlogger of the Year (2023 & 2024) and a YouTube Black Voices Creator, known for her vibrant storytelling and culinary innovation.
The event also featured a unique cultural moment: the ceremonial crowning of Ify Mogekwu as brand ambassador, symbolising her alignment with the values of Supreme Semolina. Three distinguished personalities carried out the crowning: HRM Eze (Dr.) Vitus U. Kasa, Okwadike Assa II of Assa Kingdom, Ikeduru, Imo State, Chief Bolaji Anifowose, Peace Broker of the Master Bakers Association of Lagos, and Alhaji Yahaya Fufore, Dangaladima and Council Member of Fufore Emirate.
This powerful gesture highlighted the cultural significance and national appeal of the brand, affirming Supreme Semolina as a product that transcends ethnic boundaries and unites consumers through quality, trust, and tradition.
The announcement follows the successful relaunch of Supreme Semolina in late 2024. The product now offers enhanced texture, extended shelf life, and an improved cooking experience, reflecting Olam Agri’s commitment to quality, nutrition, and affordability for Nigerian families.
Siddharth Suri, Vice President and Business Head at CFM, shared his excitement, “At Olam Agri, we believe food is about more than sustenance, it’s about culture, connection, and wellbeing. Ify’s passion for quality and authenticity mirrors our mission. This partnership is a natural fit as we work together to enrich the everyday dining experience and deepen our impact across homes in Nigeria.”
Nitin Mehta, Managing Director and Business Head at CFM, emphasised the strategic importance of the collaboration, “This is not just a brand endorsement, it’s a purposeful alliance. Ify’s voice brings both relatability and authority. Supreme Semolina represents the best in innovation, fortified with essential nutrients and crafted for exceptional taste and texture. Together, we’re promoting good food, good health, and a stronger food system.”
Ify Mogekwu expressed her pride in joining the Supreme Semolina story, “Being named brand ambassador is a true honour. Supreme Semolina embodies everything I believe in: quality, consistency, and nourishment. As someone who values every ingredient that goes into a meal, I can confidently say this product delivers. I look forward to sharing its value with more families, in Nigeria and beyond.”
Bola Adeniji, General Manager and Head of Marketing at Olam Agri Nigeria, reflected on the brand’s legacy, “Since 2004, Supreme Semolina has been a beloved staple in Nigerian homes. Our 2024 relaunch focused on fortification, innovation, and improving consumer experience. Now, with Ify as our ambassador and the strong cultural affirmation seen at this event, we’re taking the brand to a new level, reaching more people and reinforcing our vision for a food-secure Nigeria.
Olam Agri is a market leading, differentiated food, feed and fibre agri-business with a global origination footprint, processing capabilities and deep understanding of market needs built over 35 years. With a strong presence in high-growth emerging markets and products across grains & oilseeds, wheat milling & pasta, rice, edible oils, specialty grains & seeds, animal feed & protein, cotton, wood products, rubber, sugar & bioenergy and risk management solutions, Olam Agri is at the heart of global food and agri-trade flows with 45.1 million MT in volume handled in 2024. Focused on transforming food, feed and fibre for a more sustainable future, it aims at creating value for customers, enable farming communities to prosper sustainably and strive for a food-secure future. Olam Agri Holdings Limited, which holds the Olam Agri business, is a 64.6% owned subsidiary of Olam Group. 35.4% of Olam Agri Holdings is owned by SALIC International Investment Company, a wholly owned subsidiary of Olam Agri’s strategic partner The Saudi Agricultural and Livestock Company.
Olam Group, on the other hand, is a leading food and agri-business supplying food, ingredients, feed and fibre to 22,000 customers worldwide. Our value chain spans over 60 countries and includes farming, processing and distribution operations, as well as a global network of farmers. Through our purpose to ‘Re-imagine Global Agriculture and Food Systems’, Olam Group aims to address the many challenges involved in meeting the needs of a growing global population, while achieving positive impact for farming communities, our planet and all our stakeholders. Headquartered and listed in Singapore, Olam Group currently ranks among the top 30 largest primary listed companies in terms of market capitalisation on 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, impact on the environment and governance transparency.
Leave a comment