ONOME AMUGE
AfroFlavour, a pioneering pan-African organisation dedicated to promoting African gastronomy on a global stage, recently debuted its flagship event in Lagos,themed “Flavours of Africa: A Taste of South Africa in the Heart of Lagos,” held at the Fired&Iced Outdoor Lounge, Lekki, Lagos.
The exclusive cocktail and networking reception drew an influential cross-section of Nigerian diplomats, business executives, and prominent guests, all eager to experience a meticulously curated immersion into South African culinary traditions, its unique music, and cultural heritage. The event also served as a deliberate effort to build bridges and reinforce unity between Nigeria and South Africa, Africa’s two largest economies, by exploring the sophisticated texture of South African identity and its connections within the larger African narrative.
South African Chef Atara Imbizo led a live culinary demonstration, serving an array of rich South African cuisines from a meticulously curated menu. Guests savoured iconic dishes such as Chakalaka, Boerewors, and Biltong, alongside more adventurous fare including chicken feet, tripe, trotters, beef stew, and South African rice. Complementing this, Nigerian Chef Ladipo Ayodeji, known professionally as Chefdeee, delighted participants with his uniquely prepared Suya, which garnered considerable acclaim from the guests.
The gastronomic journey was interwoven with a vibrant musical backdrop, featuring an energetic performance by Nigerian music artiste Gaise Baba, who performed his hit “No Turning Back.” Throughout the evening, guests revelled in the sounds of South African music legends, including Yvonne Chaka Chaka, Brenda Fassie, and Miriam Makeba, amongst others, bringing to life an authentic and electrifying South African vibe.
The strategic importance of the rich cultural initiatives was a key talking point as Bobby J. Moroe, the South African Consul General in Nigeria, dwelled on the topic,”Food and Friendship.”
Moroe identified South Africa’s appeal as a destination for personal connection, noting the reciprocal flow of love and relationships between Nigerians and South Africans. The event,he noted, showcased the rich diversity of South African culture and also provided a unique opportunity for Nigerians to experience the flavours and traditions of South Africa, while strengthening the bonds of friendship and cooperation between the two nations.
The consul general commended AfroFlavour for its alignment with the consulate’s mission to strengthen cultural exchange and mutual understanding, affirming his commitment to supporting similar initiatives in the future.
A particularly insightful dimension was introduced by Elizabeth Jibunoh, the co-founder of Didi Museum, the first private museum in Nigeria. Jibunoh observed a profound paradigm shift in how food is perceived, particularly within South African culture. She argued for its evolution from mere sustenance to a respectable source of healing, resilience, and economic opportunity. This approach, she contended, is far more than a cultural anecdote, but also a blueprint for a growing wellness economy.
Jibunoh pointed out that for many South African homes, food transcends the conventional notions of taste or nourishment, evolving into a ritual of care, a source of emotional healing, and a spiritual conduit to ancestral wisdom. This approach, she argues, is not just a cultural curiosity but a vital blueprint for a growing wellness economy.
“South African meals are emotional medicine… That kind of emotional nourishment builds what I like to call emotional indemnity, and that is what helps our resilience,” She explained.
The cultural pioneer and wellness advocate also spoke on the untapped value of indigenous South African ingredients. She identified staples like pap and maize meal, as well as sugar beans, providing carbohydrates, protein, and fibre, regulating blood sugar, and feeding the gut microbiome.
Speaking further, Jibunoh noted that the global recognition of Rooibos tea serves as a prime example of an indigenous South African product transcending local traditions to achieve international commercial success due to its caffeine-free, antioxidant-rich, and anti-inflammatory properties.
As chronic illnesses become more prevalent and fast food continues its global dominance, Jibunoh asserted that there is a “return to the healing knowledge of our grandmothers and the land.” This trend, she noted, signifies a growing consumer demand for natural, nutrient-rich indigenous foods.
According to her, for agribusiness, food technology, and wellness sectors, this represents a crucial moment to invest in and innovate around these ancestral food systems, moving beyond metaphorical interpretations to harness food as literally medicine.
Jibunoh described tha Afro Flavour event as a reminder that amidst the complexities of modern business, some of the most profound opportunities lie in re-discovering and valuing ancient practices, positioning African food traditions not just as cultural heritage, but as an economically viable force in the global wellness landscape.
Looking ahead, AfroFlavour’s trajectory promises to be dynamic. CEO Idike announced that the organisation is set for international expansion, with plans to host festivals, pop-ups, and creative residencies in major global capitals, including Toronto, Tokyo, and Berlin.
Notably, AfroFlavour aims to play a leading role in capital formation, seeking to mobilise investment in AfroFood entrepreneurs across the entire value chain, thereby fuelling the anticipated African cuisine explosion.
The initiative aims to build robust platforms that not only spotlight African cuisine and chefs but also actively promote African cuisine trade and champion gastrodiplomacy, leveraging culinary arts as a sophisticated instrument of cultural and economic engagement on the world stage.
