From Lagos to London: How Wigmore Trading Brings Nigerian Flavors to the UK Market

Are you craving a taste of Nigeria’s vibrant cuisine but find yourself thousands of miles away? Look no further! Join us on an exciting journey as we delve into the captivating story of Wigmore Trading, a trailblazing company that brings the rich and exotic flavors of Lagos straight to the bustling streets of London. Get ready to tantalize your taste buds and discover how this innovative brand is making waves in the UK market, creating a bridge between two diverse culinary worlds. Prepare for a mouthwatering adventure like no other – let’s dive right in!

Introduction to Wigmore Trading and their mission

Introduction to Wigmore Trading and their mission:

Wigmore Trading is a Nigerian-based trading company that specializes in bringing traditional Nigerian flavors and products to the UK market. Established in 2004, Wigmore Trading has become a leading importer of quality Nigerian food and household items, providing customers with a taste of home away from home.

Their mission is simple – to bridge the gap between Nigeria and the UK by making authentic Nigerian products easily accessible to Nigerians living abroad, as well as introducing non-Nigerians to the rich and diverse flavors of Nigerian cuisine. This mission stems from their belief that no matter where you are in the world, food has the power to connect people and bring communities together.

As a company rooted in family values, Wigmore Trading takes great pride in sourcing only the highest quality products from trusted suppliers in Nigeria. They understand the importance of maintaining traditional methods of production while also adhering to strict international standards for food safety. This ensures that their customers can enjoy delicious and authentic Nigerian flavors without compromising on quality or safety.

In addition to their commitment to providing top-notch products, Wigmore Trading also places great emphasis on ethical business practices. They work closely with local farmers and producers in Nigeria, empowering them through fair trade partnerships and supporting sustainable farming practices. By doing so, they not only promote economic growth within Nigeria but also contribute towards preserving its unique culture and heritage.

The growing demand for Nigerian food in the UK market

Nigerian cuisine has been steadily gaining popularity in the UK market in recent years, with more and more people discovering and appreciating the unique flavors and dishes of this West African country. This growing demand for Nigerian food can be attributed to several factors, including the increasing number of Nigerians living in the UK, a rise in global interest in African cuisine, and a growing trend towards seeking out new and diverse flavors.

One of the key reasons for the increase in demand for Nigerian food is the significant Nigerian diaspora community living in the UK. As of 2021, there are estimated to be over 500,000 Nigerians living in Britain, making it one of the largest African communities in Europe. With such a large population comes a strong desire to maintain cultural connections through food. Many Nigerians living abroad crave traditional flavors from their homeland and seek out authentic ingredients to recreate their favorite dishes.

Additionally, there has been an overall increase in interest and appreciation for African cuisine globally. With its vibrant colors, bold spices, and rich flavors, Nigerian food is gaining recognition as a prominent player on the world’s culinary stage. Popular Nigerian dishes like jollof rice (a spicy tomato-based rice dish), suya (grilled meat skewers), and egusi soup (a hearty stew made with melon seeds) have gained widespread appeal among non-Nigerian consumers due to their unique taste profiles.

How Wigmore Trading sources authentic Nigerian products

At Wigmore Trading, we are passionate about bringing authentic Nigerian products to the UK market. We understand that there is a growing demand for these products among the large and diverse African community in the UK, as well as from non-Africans looking to explore new flavors and cuisines.

To ensure that we are able to meet this demand, we have developed a rigorous sourcing process that allows us to procure only the highest quality and most authentic Nigerian products. Here’s how we do it:

1. Building Relationships with Local Farmers and Suppliers
One of our key strategies for sourcing authentic Nigerian products is by building strong relationships with local farmers and suppliers in Nigeria. This not only helps us gain access to the best quality produce but also allows us to support small-scale farmers and businesses in Nigeria.

We have dedicated teams on the ground who work closely with these farmers and suppliers, ensuring that they adhere to our high standards of quality and authenticity. This also enables us to have a direct line of communication with them, allowing us to stay updated on any changes or developments within the industry.

2. Conducting Extensive Quality Checks
Before procuring any product, we conduct extensive quality checks at every stage of the supply chain. Our team ensures that all products are grown or manufactured using traditional methods without any use of harmful chemicals or additives.

We also check for proper labeling and packaging according to international standards. Any product that does not meet our strict criteria is rejected immediately.

Challenges faced by Wigmore Trading in the UK market

Wigmore Trading is a Nigerian-based company that specializes in importing and distributing authentic Nigerian food products to the UK market. While their mission is to introduce the unique flavors of Nigeria to a wider audience, they have faced several challenges in establishing themselves in the UK market.

1. Limited Awareness and Demand for Nigerian Products

One of the major challenges faced by Wigmore Trading in the UK market is the limited awareness and demand for Nigerian food products. Many people in the UK are not familiar with Nigerian cuisine or have never tried it before, making it difficult for Wigmore Trading to attract customers. As a result, they have had to work hard on marketing strategies and engaging with potential customers through events, social media, and collaborations with local businesses.

2. High Competition from Established Brands

The UK market is highly competitive when it comes to food products, especially those from different cultures. Wigmore Trading faces tough competition from established brands that already have a strong presence in the market. These brands often have more resources for marketing and distribution, making it challenging for smaller companies like Wigmore Trading to gain a foothold.

3. Complex Importing Regulations

As an importer of food products from Nigeria, Wigmore Trading has had to navigate complex regulations set by both countries. They must ensure that all their products meet strict quality standards set by both countries’ authorities, which can be time-consuming and costly.

Success stories of Nigerian food products in the UK

Nigerian cuisine has been gaining popularity in the UK market in recent years, thanks to the efforts of companies like Wigmore Trading. This company, founded by Nigerian entrepreneur Dapo Oyebanjo, has successfully introduced a range of authentic Nigerian food products in the UK and has become a leading supplier for many retailers and restaurants.

One of the most notable success stories is that of Wigmore Trading’s partnership with Tesco, one of the largest retailers in the UK. In 2018, Tesco launched their “World Foods” range which featured a selection of Nigerian food products supplied by Wigmore Trading. This move was met with great enthusiasm from both Nigerians living in the UK who were able to find familiar flavors and ingredients, as well as non-Nigerians who were curious to try something new.

Another success story is that of Wigmore Trading’s collaboration with popular restaurant chain Nando’s. Nando’s is known for its peri-peri chicken dish, which originated from Portuguese settlers in Mozambique but was brought to Nigeria where it gained immense popularity. With this partnership, Wigmore Trading supplies Nando’s with their famous peri-peri sauce made from authentic African bird’s eye chilies grown in Nigeria.

But it’s not just large retailers and restaurants that have embraced Nigerian food products – small independent businesses have also seen great success selling these products. One such example is Afro-Caribbean grocery store Chisholm’s Market located in London.

Impact on the Nigerian economy and local farmers

The impact of Wigmore Trading’s success in bringing Nigerian flavors to the UK market has not only been felt by consumers in the UK, but also on the Nigerian economy and local farmers. This partnership between Wigmore Trading and Nigerian farmers has had a positive effect on both parties, creating a ripple effect that reaches beyond just business.

One of the main ways in which this collaboration has benefited the Nigerian economy is through increased exports. With Wigmore Trading acting as a bridge between Nigeria and the UK, there has been a significant increase in demand for Nigerian products such as spices, grains, and other food items. This has led to an increase in export earnings for Nigeria, providing much-needed foreign exchange for the country.

Moreover, this boost in demand for Nigerian products has also created employment opportunities for local farmers. As their produce is now being exported to international markets like the UK, these farmers have seen an increase in their income and are able to support themselves and their families better. This not only improves their standard of living but also contributes to reducing poverty levels in rural areas where most of these farmers reside.

In addition to creating economic benefits, this partnership with Wigmore Trading has also helped promote sustainable farming practices among local farmers. In order to meet international standards and regulations set by countries like the UK, these farmers have had to improve their farming methods and ensure that their produce is safe for consumption. This includes using organic fertilizers instead of harmful chemicals and implementing efficient irrigation systems.

Future plans for Wigmore Trading and expansion into other markets

Wigmore Trading has established itself as a leading importer and distributor of Nigerian food products in the UK market. However, our vision does not end there. We have ambitious plans for the future, both for our company and for the wider Nigerian food industry.

One of our key goals is to continue expanding our product range and introducing new and exciting Nigerian flavors to the UK market. We are constantly on the lookout for innovative products that will appeal to a diverse range of consumers, while also staying true to our roots and heritage.

In order to achieve this, we are actively seeking partnerships with small-scale producers in Nigeria who may not have had access to international markets before. By working closely with these producers, we can help them scale up their businesses and bring their unique products to a global audience through our established distribution network.

Another important aspect of our future plans is expansion into other markets beyond the UK. With an increasing demand for African cuisine worldwide, there is a significant opportunity for us to tap into new markets and establish ourselves as a global leader in importing Nigerian food products.

Our first step towards this goal is establishing a presence in other European countries such as France, Germany, and Spain where there is already a growing interest in African cuisine. This will not only allow us to reach more customers but also promote cultural exchange by introducing these countries to the delicious flavors of Nigeria.

Conclusion: Embracing diversity and cultural exchange through food.

Food is a universal language that transcends borders, cultures, and differences. It has the power to bring people together and create unforgettable experiences. In today’s globalized world, it is more important than ever to embrace diversity and celebrate cultural exchange through food. Wigmore Trading is doing just that by bringing the vibrant flavors of Nigeria to the UK market.

The journey of Nigerian cuisine in the UK has been a long one, with many challenges along the way. However, thanks to companies like Wigmore Trading, Nigerians living in the UK no longer have to miss their favorite dishes from back home. And for those who are not familiar with Nigerian cuisine, Wigmore Trading provides an opportunity to explore and discover new tastes and flavors.

By sourcing authentic ingredients directly from farmers in Nigeria, Wigmore Trading ensures that the products they offer are of high quality and true to their roots. This not only supports local farmers but also promotes sustainable practices in agriculture. As a result, consumers can enjoy traditional Nigerian dishes without compromising on taste or authenticity.

But beyond just providing access to Nigerian ingredients, Wigmore Trading is also promoting cultural exchange through food. The company actively participates in various food festivals and events in the UK where they showcase Nigerian cuisine and introduce people to its rich history and diverse flavors. This allows for a deeper understanding and appreciation of Nigerian culture while also creating opportunities for collaboration between different communities.