Crown Flour Mill Appoints Ify Mogekwu as Brand Ambassador for Supreme Semolina

Crown Flour Mill Appoints Ify Mogekwu as Brand Ambassador for Supreme Semolina

Lagos, Nigeria – July 30, 2025 | Crown Flour Mill (CFM) Limited, a subsidiary of Olam Agri and a major player in Nigeria’s wheat milling and pasta industry, has announced celebrated culinary influencer and food entrepreneur, Ify Mogekwu, as the new brand ambassador for its flagship product, Supreme Semolina.

The formal unveiling took place on Wednesday, July 16, at CFM’s Tin Can facility in Apapa, Lagos. The event, rich in cultural symbolism, underscored the brand’s commitment to connecting with Nigerian consumers through both quality and tradition.

Ify Mogekwu, founder of the popular food platform Ify’s Kitchen, commands a global community of over 7 million followers. She is a two-time Gage Award winner for Food Vlogger of the Year (2023 and 2024), and a YouTube Black Voices Creator, widely recognized for her innovative takes on Nigerian and African cuisine.

The highlight of the event was a symbolic crowning ceremony, where Mogekwu was officially adorned as the brand’s culinary icon. The ceremony featured notable traditional and industry leaders, including HRM Eze (Dr.) Vitus U. Kasa, Okwadike Assa II of Assa Kingdom, Chief Bolaji Anifowose of the Master Bakers Association of Lagos, and Alhaji Yahaya Fufore, Dangaladima of Fufore Emirate. The act reinforced Supreme Semolina’s broad cultural appeal and national presence, as a trusted food staple across communities.

The ambassadorial announcement follows the successful relaunch of Supreme Semolina in late 2024. The improved product boasts enhanced texture, longer shelf life, and superior cooking performance — a reflection of Olam Agri’s commitment to affordability, nutrition, and consumer satisfaction.

Vice President and Business Head of Crown Flour Mill, Siddharth Suri, praised the alignment between the brand and its new ambassador: “At Olam Agri, we see food as more than nourishment — it’s about heritage, connection, and wellbeing. Ify’s creativity and dedication to authenticity reflect our own mission to enrich mealtimes for Nigerian families.”

Also speaking at the event, Nitin Mehta, Managing Director and Business Head at CFM, described the partnership as a strategic move: “This is far more than a standard endorsement. It’s a purposeful alliance rooted in shared values. Ify’s trusted voice brings authenticity to our message. Supreme Semolina is fortified for health, crafted for taste, and designed to meet the evolving needs of Nigerian households.”

In her remarks, Ify Mogekwu expressed pride in joining the Supreme Semolina journey. “This partnership means a lot to me. As someone who values every ingredient in a meal, I’m proud to be associated with a brand that represents quality, consistency, and nourishment. Supreme Semolina is a product I genuinely believe in, and I’m excited to share it with more homes in Nigeria and beyond.”

Bola Adeniji, General Manager and Head of Marketing at Olam Agri Nigeria, noted the product’s long-standing popularity. “Since its launch in 2004, Supreme Semolina has been a staple in millions of homes. The 2024 relaunch focused on fortification and innovation. With Ify now onboard, and with the cultural validation we witnessed at the unveiling, we are confident the brand is entering a bold new chapter.”

The partnership aims to further strengthen Supreme Semolina’s market leadership while promoting healthier, affordable food choices for Nigerian families.