Safe products, stronger trust: Experts advocate consumer awareness to boost market confidence

(L-R) Ekuma Eze, Corp Com head, Rite Foods, Sola Salako-Ajulo, Founder CAFON, Olufemi Ajileye of Rite Foods, Dr. Tinuola Akinnubi of NAFDAC, Dan Obi, Chairman, BJAN  and Dr. Olubunmi Otti of FCCPC, at the BJAN’s Consumer Day event hosted by Rites Foods Ltd, at its Ososa factory, Ogun State.

Consumer rights advocates, regulators, and industry stakeholders have emphasized that safeguarding consumers requires the commitment of every participant within the value chain.

The call was made during an event organised by the Brand Journalists Association of Nigeria (BJAN) on Friday March 13 to commemorate the World Consumer Rights Day 2026 (WCRD).

Hosted by Rite Foods Limited at its manufacturing facility in Ososa, Ogun State, the programme brought together journalists and consumer advocacy groups for discussions on consumer protection while also offering participants a guided tour of the company’s production plant.

The 2026 commemoration carried the theme “Safe Products, Confident Consumers,” which focuses on promoting product safety, eliminating hazardous goods from the market, and strengthening consumer trust while encouraging governments and businesses to uphold their responsibilities in protecting buyers.

Commitment to product safety

Speaking at the event, Olufemi Ajileye, General Manager for Operations at Rite Foods Limited, described the company as a world-class organisation committed to maintaining global standards in product quality and safety.

According to him, the company consistently complies with regulatory requirements and continues to invest in both technology and human capital to enhance operational efficiency.

Ajileye noted that since entering Nigeria’s carbonated soft drink market — previously dominated by two major players — the company has prioritised product safety and high production standards as a strategy for maintaining consumer trust.

He explained that the company conducts rigorous quality checks on its products, including periodic laboratory testing of its water samples abroad to confirm the absence of contaminants such as heavy metals.

He added that Rite Foods also partners with reputable suppliers and deploys advanced equipment sourced internationally to ensure its production processes meet global benchmarks.

Consumer awareness still low

In her keynote address, consumer rights advocate and founder of the Consumer Advocacy Foundation of Nigeria (CAFON), Sola Salako-Ajulo, said consumer confidence plays a critical role in driving market activity.

According to her, confident consumers are more willing to engage in economic transactions, but many Nigerians still lack adequate knowledge of their rights.

She observed that a significant number of consumers often feel powerless when businesses fail to address their complaints, leaving them uncertain about the next course of action.

Salako-Ajulo noted that while some consumers resort to social media to express grievances, such actions rarely produce consistent results unless the issue gains widespread attention.

She maintained that improved awareness of consumer rights would enable Nigerians to demand better services and hold businesses accountable.

“Consumer confidence is the oxygen of any market,” she said, adding that although Nigeria has made progress in strengthening laws and infrastructure for consumer protection, there remains a gap in consumer education.

To address this challenge, she revealed that CAFON recently developed an artificial intelligence-powered platform known as CAFON Consumers Companion (3C).

The platform is designed to guide Nigerians on their rights and provide information on how to resolve consumer-related disputes.

Role of regulators

Also speaking, Dr. Olubunmi Otti, South-West Zonal Coordinator of the Federal Competition and Consumer Protection Commission (FCCPC), noted that informed consumers are better equipped to make sound decisions in the marketplace.

She said the annual observance of World Consumer Rights Day provides an opportunity to reflect on consumer welfare and strengthen trust between businesses and their customers.

Similarly, the Director-General of the National Agency for Food and Drug Administration and Control (NAFDAC), Mojisola Adeyeye, emphasised that consumers play a central role in the marketplace and must not be viewed as passive participants.

Represented by Dr. Tinuola Akinnubi, Deputy Director of Food Regulation and focal point for alcohol regulation, Adeyeye stated that protecting consumers is a shared duty involving regulators, businesses, journalists and the public.

She urged consumers to consistently demand quality products and services while encouraging journalists to go beyond discussions and remain committed to factual reporting on consumer issues.

Adeyeye reaffirmed NAFDAC’s resolve to ensure that products capable of endangering public health do not find their way into Nigeria’s market.

Brand presentation

The event also featured a presentation by Olaniyi Aderuku, Brand Manager for Fearless Energy Drink, who described the product as a brand designed to support both physical performance and mental alertness.

He noted that the energy drink is available in two variants — Classic and Red Berry — and primarily targets young adults between the ages of 18 and 35, including students, professionals and entrepreneurs.

BJAN’s commitment to consumer advocacy

Earlier in his remarks, BJAN Chairman Daniel Obi explained that the association organises the annual event to align with global celebrations that highlight consumer issues and advocate improved service delivery.

He noted that the association, which covers consumer-related developments within the media space, has sustained the initiative for over a decade as part of its commitment to promoting consumer awareness.

Obi also expressed appreciation to Rite Foods for hosting the 2026 edition and opening its facility to journalists.

World Consumer Rights Day is celebrated globally on March 15 each year, but the association held its event on March 13 because the official date falls on a Sunday in 2026.

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