02/10/2023
Erisco’s Storm in a Soup Pot: 8 Errors
An innocuous Facebook post sparks off the biggest consumer-manufacturer feud in years. In this epic struggle, Nigeria’s king of Tomato paste, Chief Eric Umeali sees massive conspiracies against his tomato empire when a certain Chioma Egodi does a review against one of his darling brands. Without hesitation he goes for the jugular by having her arrested and detained by the police high command. It is clear that he wants to set an example either to exact a pound of flesh for a tortured history or to scape goat her for the future. Or maybe he really believes she is an agent of his company’s enemies. Whatever the motivation, the fury, the energy and the time that has been committed to "pacifying" this lone accused is akin to the proverbial tale where one kills an ant with a sledgehammer. Brands must be protected; markets must be closely guarded but the greatest asset of a marketer or manufacturer of any goods is the consumer. Getting on the wrong side of the consumer can prove disastrous in a market filled with cheap competing products. The earlier the chief begins the process of reconciling his company and brands with the mass of angry consumers the better.
