File: President/Chief Executive of Dangote Group, Aliko Dangote Dangote Salt has intensified its consumer and trade engagement efforts, undertaking a series of visits to artisan communities and market centres to highlight the role of salt in traditional industries and everyday consumption.
A statement from the firm stated that the exercise, which was part of the firm’s Eid engagement activities, began at Yan Mota, a historic tanning community in Kano, where artisans continue leatherworking activities that have long contributed to the city’s reputation as a major leather production hub in West Africa.
During the visit, discussions focused on the use of salt in preserving and treating animal hides before processing. The company also presented 50kg industrial bags of Dangote Salt to members of the tannery community. The engagement later moved to the Kofar Mata dye pit, where craftsmen demonstrated the process involved in producing locally dyed textiles.
Artisans explained the role of salt in fabric treatment and dye preparation, noting that it helps maintain consistency and quality in the dyeing process. The company also distributed 50kg industrial bags of Dangote Salt to members of the dyeing community. According to the company, the visits formed part of efforts to engage communities whose livelihoods are linked to its products.
The campaign concluded at Sabon Gari Market, where Dangote Salt and Dangote Seasoning organised a consumer activation involving traders, shoppers and community members. Participants interacted with product displays and attended discussions on nutrition, food preparation and healthy consumption habits.
Speaking at the event, Sales Operations Manager at NASCON Allied Industries Plc, Salisu Balarabe, said markets remain important channels for engagement between brands and consumers. Related News Ordeals of FGM survivors haunted by childhood cuts Nigeria’s World Cup miss disappointing — Sodje Nigeria’s population growth: Curse or blessing “Markets remain at the heart of our communities and everyday interactions,” Balarabe noted.
“Bringing this experience directly to people allows us to engage beyond transactions and build stronger relationships with consumers and trade partners. We are committed to ensuring that people not only know our products, but also understand the value they bring into homes and daily life.” A wellness session formed part of the activation, with medical practitioner Amina Sa’id Muhammad discussing refined and iodised salt, nutrition and wellbeing.
The session provided an opportunity for traders and retailers to ask questions about iodine intake, salt consumption and health-related issues. Discussions also covered the role of salt in hydration, muscle function and overall wellbeing, as well as misconceptions surrounding salt consumption.
Speaking during the activation, the Head of Marketing at NASCON Allied Industries Plc, Zainab Abbas, said the campaign was designed to foster closer engagement with consumers within their communities. “At Dangote, we believe brands become stronger when they become part of the communities they serve,” Abbas remarked.
“This activation is not only about showcasing our products; We want consumers to see Dangote Salt and Dangote Seasoning as part of everyday life and part of the moments that bring families and communities together.” The event also featured an appearance by actor and musician Umar M Shareef, who interacted with traders and visitors before performing.