Jul 13, 2026 · 18 min · 14 segments
What makes one bag of garri sell in a local market while another finds its way onto supermarket shelves across the world? In this episode of Startup HalfHour, Francis Onuk sits down with Blessing…
Blessing AkpanGuest
Francis OnukHost
Someone who's listening to us right now will be saying, that is how they'll be telling us plenty of stories.
But what is it about the branding that comes with taking a local product like yours and taking it international?
Well, when it comes to branding, what you have to look at first is you need to create a product that fits the market, your target audience, the niche.
You know, someone you look at, you divide a particular niche, you identify them, and then you talk about the customer persona.
What triggers them? What do they like? What fancies them? How do they want to be served? What kind of food do they want? Do they like eating in bookers or do they like premium and proper? You need to understudy your customers.
And then when we did that, we realized that the purchasing power of rural farmers in the community was quite low and they didn't have access to processing mills and all.
so we come in on board we saw that gap and we fit it in knowing that we can produce products that fit into the targeted uh audience the way they wanted their persona and then get them to buy something that they already look forward to but just that some of them feel gary is if they say it's a four-month rich man they chop gary in fact but when you package it well to fit into their status they align
Someone who's listening to us right now will be saying, that is how they'll be telling us plenty of stories.
But what is it about the branding that comes with taking a local product like yours and taking it international?
Well, when it comes to branding, what you have to look at first is you need to create a product that fits the market, your target audience, the niche.
You know, someone you look at, you divide a particular niche, you identify them, and then you talk about the customer persona.
What triggers them? What do they like? What fancies them? How do they want to be served? What kind of food do they want? Do they like eating in bookers or do they like premium and proper? You need to understudy your customers.
And then when we did that, we realized that the purchasing power of rural farmers in the community was quite low and they didn't have access to processing mills and all.
so we come in on board we saw that gap and we fit it in knowing that we can produce products that fit into the targeted uh audience the way they wanted their persona and then get them to buy something that they already look forward to but just that some of them feel gary is if they say it's a four-month rich man they chop gary in fact but when you package it well to fit into their status they align
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