Golden Penny rewards top dealers, unveils new product at 2026 sales conference

Golden Penny Foods has rewarded outstanding dealers across Nigeria at its 2026 Dealers Conference, reaffirming its commitment to strengthening distribution partnerships while unveiling a new product to expand its food portfolio.

The annual conference, held on June 16 at Balmoral Hall, Ikeja, Lagos, brought together dealers, company executives and stakeholders from across the country under the theme, “Reset, Rebound, Win Big.”

The event focused on celebrating dealer excellence, unveiling product innovation and outlining the company’s commercial strategy for the year ahead.

Speaking at the conference, Mr. Devlin Hainsworth, Managing Director of Golden Penny Foods, said the company’s success over the years has been built on the dedication of its dealer network.

“If you go the length and breadth of Nigeria, you will find a Golden Penny product in most households, but we could never have achieved that without our dealers. They work tirelessly every day to ensure our products reach wholesalers, retailers and ultimately Nigerian families,” he said.

Hainsworth noted that many of the partnerships between the company and its dealers have spanned decades, describing them as relationships that go beyond commerce.

“Today’s conference is about recognising that contribution, strengthening those bonds and preparing to win even bigger together in the year ahead,” he added.

Against the backdrop of shifting consumer demand, changing distribution realities and rising operational costs in Nigeria’s fast-moving consumer goods (FMCG) sector, Golden Penny used the conference to highlight its growth agenda and renewed support for dealers.

Mr. Ademola Adeoye, Sales Director, B2C, said the company is making significant investments to strengthen product distribution and improve last-mile delivery.

“Over the years, we’ve invested heavily in supporting our distributors and reaching the last mile. We have almost 2,000 secondary sales points across Nigeria attached to our distributors. This year, we are investing close to ₦45 billion in redistribution infrastructure for our dealers, helping them move products from warehouses to wholesale and retail channels to enable them run profitable businesses representing Flour Mills of Nigeria,” he said.

A major highlight of the event was the unveiling of Golden Penny Penne 500g, the newest addition to Golden Penny’s premium pasta range.

Designed with a unique ridge texture to hold more sauce, the new penne product is aimed at enhancing meal experiences for Nigerian families by delivering richer flavour and versatility across different recipes.

Speaking on the launch, Mr. Ilyas Kazeem, Director of Marketing – Food, said the product reflects the brand’s commitment to innovation and evolving consumer preferences.

“For over six decades, Golden Penny has remained committed to nourishing families and bringing happiness to Nigerians every day through quality products. The launch of Golden Penny Penne reflects that promise,” he said.

The conference also featured an awards segment recognising dealers for outstanding performance, loyalty and resilience.

In the highly competitive National Core Category, Alh. Idris Saleh Nigeria Limited emerged as the overall winner, receiving a 2025 Toyota Hilux and a cash prize of ₦15 million.

Fulcrum Golden Heritage secured second place with a 2025 Toyota Hilux and ₦12 million, while Kay Jay Zenith Limited came third, winning a 2025 Toyota Hilux and ₦10 million.

In the Rising Star Category, which recognises newer dealers showing exceptional growth, Opeyemi Baking Industry claimed first place. Kay Jay Zenith Limited placed second, while Fulcrum Golden Heritage finished third.

Speaking on behalf of the winners, Hajia Khadijat Amoo, Chief Executive Officer of Kay Jay Zenith Limited, described the recognition as a testament to the strong partnership between Golden Penny and its dealers.

“This recognition means a great deal to me, and I’m proud to be a key distributor with Flour Mills. Being here today is something everyone wants to participate in. It has been a very good business, and I’m proud to be part of Nigeria’s number one food company,” she said.

The 2026 Dealers Conference builds on Golden Penny’s long-standing tradition of dealer engagement and product innovation, following the successful launch of Yumbowl at the 2025 edition.

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