Following the successful conclusion of a three-day consumer engagement roadshow in Freetown, Sierra Leone’s seasoning brand ONGA, marketed by Premium Divine Trading Company Limited, extended its 2026 World Food Day celebrations to the provinces through its Onga Market Storm and Live Cooking Demonstrations.

The provincial activities, which ran from 26 to 28 October 2026, took the campaign to Makeni, Magburaka and Kono, bringing food education, entertainment and consumer engagement closer to communities outside the capital.

The activities featured live cooking demonstrations, market tours, music, traditional drumming and dancing, creating an engaging atmosphere for consumers and market women while providing opportunities for direct interaction with the Onga team.

The provincial outreach forms part of the company’s activities to commemorate World Food Day, which is observed annually on 16 October, and its efforts to promote food safety awareness, nutrition and informed food choices among consumers.

At various markets in Makeni, Magburaka and Kono, the Onga Market Storm and live cooking demonstrations attracted market women and other consumers. Participants benefited from product education, free Onga Shrimp seasoning samples, Onga branded souvenirs and cooked food distributed to market women.

Speaking on behalf of Premium Divine Trading Limited, Philip Kanu, Assistant Marketing Lead, said the provincial activities were designed to take the World Food Day message beyond Freetown and engage consumers directly in their communities.

He explained that the initiative provided an opportunity to educate consumers about the company's products, encourage safe food practices and promote greater awareness of nutrition and food security.

Philip Kanu said the company remains committed to engaging consumers through activities that combine product education with practical demonstrations and community participation.

He further explained that, as part of the provincial outreach, the Onga conducted live cooking demonstrations in the various markets, preparing meals exclusively with Onga seasoning. According to him, the Chef and company staff were the first to taste the prepared food before it was shared with market women.

He said the demonstrations were intended not only to show women how to use Onga seasoning in preparing meals but also to demonstrate the company's confidence in the quality and safety of its products. He described the exercise as the first time the company had undertaken such an initiative as part of its consumer engagement activities.

Philip Kanu added that food safety and nutrition are important considerations in everyday life and that consumers need adequate information about the products they use in preparing meals. He said those activities provided an opportunity to educate consumers, respond to their questions and reinforce awareness of safe food consumption.

On product safety, Philip Kanu said the company prioritizes quality and safety, referring to local regulatory approval as part of its assurance regarding the products' suitability for consumption. He also pointed to the live cooking demonstrations and the participation of company staff in tasting the prepared meals as part of the company's efforts to build consumer confidence in Onga seasoning.

The market women who benefited from the provincial activities also welcomed the initiative.

Sallay Koroma, a market woman in Makeni, said the activity gave her an opportunity to learn more about using Onga seasoning in preparing meals. She described the live cooking demonstration as particularly useful because it allowed participants to observe how the seasoning was used before tasting the prepared food.

In Magburaka, Ramatu Sesay expressed appreciation for the company's engagement with market women, noting that the distribution of cooked food and product samples made the celebration enjoyable and informative. She said the initiative also provided an opportunity for women to learn more about food preparation and making informed choices about the products they use in their homes.

Similarly, Sia Kamaka, a market woman in Kono, described the activity as a welcome engagement, particularly because market women were included in the celebration and given the opportunity to participate in the cooking demonstrations. She thanked Onga for the food and souvenirs distributed, adding that such community activities help bring companies closer to consumers.

The provincial Onga Market Storm and live cooking demonstration followed the Freetown leg of the Onga Waka Fiesta, which took place from 15 to 17 July 2026. The roadshow visited Waterloo on 15 July, communities in the Western Area Rural District on 16 July and eastern Freetown on 17 July, featuring product education, sampling and giveaways.

The Onga Waka Fiesta in Freetown and the Onga Market Storm and live cooking demonstration in the provinces forms part of the company's efforts to commemorate World Food Day through activities that connect directly with consumers, particularly market women and households who play important roles in food preparation and distribution.

Through its continued provincial outreach, Onga reaffirmed its commitment to consumer engagement, product education and community participation, while taking the World Food Day celebration closer to more communities across Sierra Leone. https://thecalabashnewspaper.com/archives/65881