By Deborah Asantewaah SARFO
Nestlé Ghana Limited has, for the third consecutive time, honoured retailers and sub-wholesalers for their continuous support and dedication to making the brand stand out within the industry.
At the awards ceremony held in Koforidua, 300 retailers in the Eastern and Volta Regions were rewarded for their loyalty – with the overall winner, Ntim Abena Opoku of Theresa Enterprise, receiving GH¢50,000.
Retailers and sub-wholesalers were recognised for their hard work under the ‘Nestlé Loyalty Engagement’ initiative, aimed at rewarding the top 3,000 retailers out of 37,000 retailers in the country. This will be replicated across the country.
According to the Commercial Deployment Manager at Nestlé Ghana, Agyemang Duah, by rewarding retailers and sub-wholesalers Nestlé seeks to reinvest in their business offering them money “redeemable in products”.
“We decided to invest in the business of our retailers. We gave retailers money but it is redeemable in products. They will take it to their respective distributors to buy products, and it serves as an opportunity to reinvest in their business,” he noted.
He noted that the company remains committed to the loyalty promo, as it significantly impacts the businesses of their retailers and motivates them to stock up on their products for shoppers and consumers to buy.
“We are the number-one across most of our categories. We do not want to lose the shares. So, these are some of the things we do to help our retailers continue stocking our brand on their shops,” he said, highlighting the initiative’s benefits to the company.
Additional winners include Just by Grace, who took home GH¢30,000; Amaron Plus and Merbrew Enterprise each receiving GH¢3,000 – followed by seven more retailers who received GH¢800, all redeemable in products. Four other retailers also received refrigerators.
The company used the platform to educate retailers and wholesalers on the World Health Organisation (WHO) Code and Ghana Breastfeeding Promotion Regulation, 2000 (L.I 1667) which prohibits the marketing of breast-milk substitutes.
As ultimate winner of the Nestlé Loyal Engagement for 2024, Ms. Opoku expressed excitement by noting that the award has motivated her to employ more people to meet her target and win consistently.
She indicated that her strategy of meeting customers’ needs at all times coupled with Nestle’s consistent engagement with retailers in stocking products attractively facilitated her win.
