IBADAN, Nigeria – If you thought traditional markets were dying, you haven’t been to Agbeni lately. Major multinationals like Peak Milk have ditched the fancy TV ads to set up “Breakfast Cafés” right in the heart of the market.
This week, Agbeni was a carnival of “gele” tying competitions and free milk sampling.
Why the sudden interest? Brands are realizing that with the rising cost of living, the real power lies with the “Market Mamas” who control the wholesalers.
By coming directly to the street, they are cutting out middlemen and building loyalty where it matters most. It’s a clear sign: if you want to win in Nigeria’s economy right now, you have to win in Ibadan’s markets first.
