Nestlé Ghana Engages Market Women Ahead of Maggi Loyalty Promotion

March 24, 2026

Nestlé Ghana has engaged market women across Accra ahead of the nationwide rollout of its Maggi loyalty promotion, an initiative designed to strengthen relationships with retailers and boost consumption of its seasoning products.

The engagement, dubbed “Maggi Mammies Engagement 2026,” was held on Thursday, March 19, at the Kinbu Gardens of the Accra Metropolitan Assembly (AMA). It brought together traders who play a critical role in distributing Maggi products to households across the country.

The session served as a precursor to a three-month nationwide loyalty promotion scheduled to run from April to June 2026. Under the programme, retailers will earn rewards based on their sales performance within the period.

Representatives of Nestlé Ghana used the platform to interact directly with the market women, explaining the structure of the promotion and gathering feedback on the types of incentives that would best motivate participation.

During an open forum, participants expressed strong interest in a wide range of rewards, including solar panels, television sets, refrigerators, microwaves, and cash prizes. They also highlighted some of the challenges they face in selling the products, providing valuable insights for the company.

Speaking to journalists, Category Manager for Culinary at Nestlé Ghana, Mark Okyere-Mensah, emphasized the importance of market women within the company’s value chain.

He described Maggi as central to Nestlé’s seasoning portfolio, noting that the brand plays a key role in helping consumers prepare tasty meals. He added that market women serve as the crucial link between the company and end users.

“These traders are essential in communicating our brand message to consumers. When we build loyalty with them, they become strong advocates for Maggi,” he said.

Mr. Okyere-Mensah explained that the pre-launch engagement was necessary to ensure that participants clearly understand how the promotion works and the benefits involved. He outlined that the programme is tier-based, with rewards aligned to the volume of purchases made by each retailer over the three-month period.

“It is open to all retailers, with multiple tiers that correspond to different purchase levels. Each tier provides an opportunity to earn rewards based on participation,” he stated.

Although the engagement took place in Accra, the promotion will be implemented nationwide, covering key regions including Ashanti and the Northern Region.

“At the end of the promotion, participants will be rewarded based on their performance. Ultimately, the consumer benefits through improved access to quality seasoning and better-tasting meals,” he added.

Also speaking at the event, Head of Commercial Development at Nestlé Ghana, Agyemang Duah, reaffirmed the company’s commitment to regaining its leadership position in the seasoning market.

He acknowledged that although Maggi has historically been a dominant brand, past supply challenges created opportunities for competitors to gain market share. However, he indicated that those challenges have been addressed through local production.

“We now produce locally, which ensures faster distribution and consistent supply. Retailers and consumers can be confident that product availability has significantly improved,” he said.

Mr. Duah stressed that rebuilding strong relationships with retailers is central to restoring trust, increasing product uptake, and strengthening Maggi’s position in the market.

As part of the engagement, a nutritionist educated participants on balanced diets, proper hygiene practices, and the importance of moderate use of seasoning products. The session also provided an opportunity for traders to ask questions and gain practical knowledge on healthy cooking and lifestyle habits.