In a spectacular triumph at the 34th Chartered Institute of Marketing Ghana (CIMG) National Awards, agribusiness giant Wilmar Africa Limited emerged as a beacon of excellence, securing the esteemed Product of the Year 2022 award for its flagship product, Frytol. This prestigious recognition was unveiled at the illustrious Labadi Beach Hotel in Accra, marking the second consecutive year that Frytol has stood tall as the pinnacle of achievement in the manufacturing sector.
A Momentous Occasion for Frytol
The CIMG, in partnership with the Ghana Standards Authority (GSA), bestowed upon Frytol the honor of Product of the Year—an accolade that speaks volumes about the brand’s unwavering commitment to quality and innovation. This back-to-back victory cements Frytol’s position not just as a leader in the edible oil market but as a powerhouse in the broader Ghanaian Fast-Moving Consumer Goods (FMCG) sector.
Resilience in Turbulent Times
The theme of this year’s awards, “Marketing a Tool for Economic Recovery,” resonates deeply with Frytol’s journey. Despite the challenges in both the economic and manufacturing landscapes, Frytol’s sustained excellence reflects a remarkable resilience. This accolade is a true testament to the brand’s ability to thrive even in the face of adversity.
The Drip Irrigation of Culinary Excellence
Frytol, a top-tier refined edible oil fortified with Vitamin A, proudly bears the “Made in Ghana” tag, crafted by Wilmar Africa Limited for consumers not only in Ghana but across the West African sub-region. The brand’s commitment to sustainability is underscored by sourcing its primary raw material, crude palm or olein, from its own subsidiary plantations, including the renowned Benso Oil Palm Plantation (BOPP) in the Western region of Ghana.
Beyond Cooking: The Life of Goodness Campaign
Frytol transcends the conventional boundaries of a cooking essential with its purpose-driven “Life of Goodness” campaign. This initiative goes beyond providing culinary excellence; it advocates for the holistic well-being of women. Acknowledging the multifaceted roles of women in career, motherhood, and homemaking, the campaign envisions and promotes a life of goodness—emotionally, physically, mentally, and financially.
A Community-Centric Approach
Frytol actively engages and collaborates with various women’s groups and the wider community. From platforms promoting healthy cooking to celebrating festive occasions, the brand understands the diverse needs of the modern Ghanaian woman and strives to meet them at every touchpoint.
Commitment to Heart Health
Frytol not only enriches meals but also enriches lives through its commitment to heart health. The brand supports the National Cardiothoracic Centre at Korle-bu, contributing to heart surgeries and promoting awareness through its flagship “Healthy Heart” campaign. This initiative encourages consumers to adopt a healthy lifestyle through fitness challenges, fostering a culture of well-being.
Gratitude and Celebration
As Wilmar Africa Limited basks in the glory of this milestone, the celebration extends to its dedicated employees, loyal consumers, and passionate distributors across Ghana and West Africa. Their unwavering support has been instrumental in propelling Frytol to new heights of excellence, and this Product of the Year accolade is a shared triumph.
In closing, Frytol’s back-to-back victories at the CIMG National Awards are not just about culinary excellence but a celebration of resilience, purpose, and community impact. As Wilmar Africa Limited and Frytol embark on the journey ahead, the future looks not only flavorful but also promising in terms of sustainability, innovation, and a continued commitment to the well-being of consumers and communities.
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