Nigeria’s celebrity chef, Hilda Baci, is turning food into more than just a feast.
With her World Jollof Festival, she is showing how African cuisine can power jobs, attract investment, and boost the continent’s image on the global stage.
Analysts say the festival highlights the economic power of culture and why Africa’s food industry deserves more attention.
1. Tourism and Hospitality Boost
Just like pasta attracts visitors to Italy and sushi draws tourists to Japan, Jollof rice is becoming a tourism brand for West Africa. Food festivals create traffic for hotels, restaurants, and airlines while promoting cities as cultural destinations.
2. Stronger Agricultural Value Chains
Behind every pot of Jollof are farmers, traders, and processors.
With more attention on African cuisine, demand for rice, tomatoes, peppers, and spices increases.
That means more business for local farmers and food supply networks.
3. Opportunities for Small Businesses
The festival gives small food businesses and caterers visibility.
From street vendors to spice makers, they get the chance to reach new markets, form partnerships, and expand. This directly supports SME growth, which drives African economies.
4. Africa’s Soft Power
Jollof is more than food, it’s identity. By celebrating it on a global stage, Hilda Baci is strengthening Africa’s cultural diplomacy.
Just as music and film export African creativity, cuisine can enhance the continent’s global influence.
5. Jobs for Youth
The food industry creates jobs across the value chain, from chefs and delivery riders to bloggers and content creators. Events like the Jollof Festival inspire youth entrepreneurship in a sector with huge growth potential.
6. Export Opportunities
Experts believe African cuisine can break into international food markets through packaged meals, ready-to-eat Jollof rice, and spice mixes.
This could open new export channels beyond traditional raw commodities.
The Big Picture
Hilda Baci’s World Jollof Festival is more than a cultural event. It is a reminder that Africa’s economy can grow not only through oil or minerals but also through food, creativity, and culture.
If supported by policymakers and investors, Africa’s food industry could become a multi-billion-dollar driver of jobs, exports, and tourism in the years ahead.
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