Renowned sports administrator, Mr. Amaju Melvin Pinnick, Special Adviser to the President of the Confederation of African Football (CAF), has continued to blaze the trail in entrepreneurship and cultural innovation, even outside the shores of the country.
Through Pinnick Foods Ltd, a Canada-based food innovation company, he co-founded with a distinguished Canada based Nigerian entrepreneur, Mr. Jaygbes Napoleon Ogbole, they unveiled the Instant Party Jollof Blend at the prestigious Canada-Africa Economic and Cultural Summit 2025.
The event, held at the Rose Theatre, Brampton, attracted global leaders, policymakers, and investors with the theme “Bridging Continents, Building Futures.” The unveiling marked a significant step in taking Nigerian cuisine to the global stage, combining tradition with modern food innovation.
Amaju, a former President of the Nigeria Football Federation (NFF) and influential advocate of African excellence, is leveraging his platform to promote Nigeria’s soft power through food.
The Instant Party Jollof Blend, made from 100% natural spices and designed to deliver the authentic smoky taste of Nigerian party Jollof rice in minutes, reflects this vision.
Among the distinguished guests at the summit were Hon. Shafqat Ali, MP and President of the Treasury Board Canada; Hon. Graham McGregor, Ontario’s Minister of Citizenship and Multiculturalism; Patrick Brown, Mayor of Brampton; Hon. Dr. Abike Dabiri-Erewa, Chairman/CEO of Nigerians in Diaspora Commission; and Michael Odere, Commissioner for Finance, Cross River State, Nigeria.
CEO Jaygbes Napoleon Ogbole described the blend as a “cultural ambassador” that will give Nigerian food the same global platform enjoyed by Nollywood and Afrobeats.
Dr. Abike Dabiri-Erewa, who led the official unveiling, praised the product’s aroma and colour, while Michael Odere commended the milestone as a boost to food innovation and cultural export.
The summit, organized by Maryam Muritala of CanadaVendors, with support from the Pan African Arts, Culture and Trade Institute (PAACATI), the Network of Nigerians in Canada (NNC) and other partners, provided a vibrant platform for investment, collaboration and cultural exchange.
For Pinnick Foods Ltd, the unveiling represents a major step in showcasing Nigeria’s rich culinary identity to the world.