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SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

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SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

By Patrick Iwelunmor

 

 

 

One of the greatest banes to actualising a robust national food policy in Nigeria has been the failure of SSB manufacturers to entrench sound consumer education initiatives, even as they smile to the bank with multi-billion naira returns on investment at the expense of their consumers’ health. Most of these consumers, including vulnerable populations such as children, are sadly carried away by the fascinating storylines of the advertising campaigns of sugar-sweetened beverages. As a result, they are subconsciously influenced to make buying decisions that become detrimental to their well-being in the long run.

 

 

 

 

 

 

Nigeria ranks 4th globally in the highest SSB consumers. The country sells an estimated 38.6 million liters of sugar-sweetened beverages annually in a market that accounts for a whooping US$16.87bn in 2023, with a projected annual growth rate of 16.63 percent. What this portends is that non-communicable diseases like diabetes, obesity and tooth decay, which have been linked to the consumption of SSBs, could witness an upward swing in the coming years if the government and other stakeholders, especially the SSB manufacturers, do not intensify consumer education programmes to sensitise the public on the dangers embedded in these bottled disasters. In addition, SSB manufacturers must ethically draw the line between profit-making and jeopardising consumers’ health.

 

 

SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

 

 

 

 

 

 

 

 

 

 

 

 

According to a document, National Multi-Sectoral Action Plan for the Prevention and Control of Non-Communicable Diseases (2019 – 2025), obtained from the Federal Ministry of Health, There is very little evidence on the burden of NCDs and its trend in Nigeria. However, a recent systematic review of NCDs-related evaluation carried out across the federation on seven NCD diseases – cardiovascular diseases, diabetes mellitus, chronic respiratory diseases, cancers, sickle cell disease, mental neurological and substance use disorders and road traffic injuries, indicates a rise in trend, prevalence and incidence. The document also clearly identified the consumption of refined sugars in foods and drinks as one of the risk factors for the escalation of NCDs in Nigeria. The document on the statistical overview of the SSB burden in Nigeria reads: “According to the WHO NCD Country profile 2016 report, NCDs were estimated to cause approximately 617,300 deaths, representing 29% of total deaths in Nigeria. Out of these, injuries accounted for 8%, followed by cardiovascular diseases with 11%. Premature mortality due to NCDs, which is defined as the probability of dying between ages 30 and 70 years from the main NCDs is 22%.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Though SSB manufacturers, like Coca-Cola, have always claimed that there is no empirical evidence to show that sugar-sweetened beverages predispose consumers to non-communicable diseases, experts in the medical and nutrition professions have always warned that continuous consumption of soft drinks or ultra-processed foods can lead to harmful outcomes for the human system. It was to this end that the popular sugar wars ensued in the United States, with the advocacy group, The Praxis Project filing a lawsuit against Coca-Cola for using deceptive advertising to mislead consumers about the health impact of their products. Similar cases have also been recorded in other parts of the world with overwhelming scientific consensus about the harmful effects of sugar on human health, even though SSB manufacturers have continued to deny it.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

When contacted to explain the efforts his company was making in terms of educating its teeming consumers on the reality of SSBs’ link with non-communicable diseases like diabetes, Mr. Ekuma Eze, Director of Public Affairs and Sustainability at Coca-Cola Hellenic Bottling Company, promised to liaise with the marketing department and get back to this writer. His response is still being awaited. It is the same situation with letters sent to the marketing heads of CHI Ltd., makers of Chivita, Rite Foods, makers of Bigi Cola, and Viju Industries, makers of Viju Milk. None of them has responded to queries sent to them. Is this silence a sign of complicity in the shortchanging and deception of consumers? Time will surely tell. This collective silence makes a mockery of the Freedom of Information Act of 2011 which empowers individuals, groups and bodies to access information from public and private institutions offering services to the Nigerian public. More so, it is imperative for these SSB manufacturers to understand that the information being requested is a tool that would enable better outcomes for their products and services in terms of quality control and assurance and not a strategy for faultfinding. Until such manufacturers cooperate and make the needed information available to the public, bridging the gap of consumer awareness and education would remain a mirage.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

However, Dr Patrick Ijewere, CEO of The Nutrition Hospital, Lagos, agrees that there is an ongoing imbalance between consumer education and deception by the manufacturers of SSBs, for the sake of maximising profit. Although, according to the nutrition expert, the manufacturers of SSBs are always deploying fantastic advertising to lure consumers with illusory realities such as Coca-Cola’s “Tomorrow’s People” ad of the mid-eighties and Nestle’s Milo “Food Drink of Future Champions” of the nineties, there has not been commensurate efforts in terms of educating consumers on the harmful effects of sugar consumption on health. For him, there are no future champions anywhere near Milo, only obese children with decaying dentition and failing eyesight. He, therefore, advocated for educational labelling on such products as it is done in the tobacco industry worldwide.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

While harping on the importance of consumer awareness and education in Nigeria, the President of Consumer Awareness Organisation, an Enugu-based NGO and former Board Member International Association of Consumer Law, Professor Felicia Monye, lamented the low level of consumer education in the country, adding that it is not at the level it should be. She said that even though there are many agencies and available laws centred on consumer protection, there has been a serious lack of dedication on the part of policymakers. She also believes that most consumer-focused agencies see consumer protection as ancillary and not as a principal obligation, hence the lackadaisical attitude of most manufacturers in properly educating their consumers. For products like SSBs capable of causing harm to health, she said, the attachment of warning labels should be part of the obligation of their manufacturers.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

For Consultant Endocrinologist at the Lagos State University Teaching Hospital, LASUTH, Dr Akin Dada, SSBs contribute to the rise in diabetes cases in Nigeria, especially where there is a family history or the presence of other risk factors for the disease. He added that diabetes ranks number two among the most prevalent non-communicable diseases in the country. Therefore, he advocated for measures such as consumer health education by both government and the manufacturers of SSBs towards de-escalating the 5 to 7 per cent prevalence rate of NCDs which also accounts for over 29 per cent of total deaths in the country.

 

 

 

 

 

 

 

 

 

 

 

 

On why the 10 Naira per litre of SSB tax, as contained in the Finance Act of 2021, has not made the much-desired impact, Professor of Microbiology and Medical Laboratory Scientist, Louis Egwari, Director of Training and Research at QSM Training and Consulting Ltd., believes that it would take a while for the tax to be effective because the government may have adopted the policy, bearing in mind the economic implications it would have on both consumers and the manufacturers if it is suddenly increased above the stipulated 10 Naira. According to him, there are strong possibilities that the tax would be graduated to higher sums in the coming years.

 

 

 

 

 

 

 

 

 

 

 

 

 

Professor Egwari also lamented the low level of consumer education in the country. He blamed the development on stakeholders like NGOs and government agencies, who have failed to be proactive either because they are negligent or because they are receiving “funding” from politicians, who have special stakes in some of these SSB companies. When contacted for her comments on the efforts being made by the Department of Food and Drugs of the Federal Ministry of Health towards ensuring that Nigerian consumers are protected, especially with regards to the consumption of SSBs, Pharm Bunmi Aribeana, director of the department, asked this writer to send his queries, which she has not responded to, as at the time of filing in this report.

Meanwhile, in a swift reaction to the reason SSB manufacturers seem not to be doing enough in terms of consumer education, Chairman Senate Committee on Health, Senator Ibrahim Oloriegbe, said the situation was so because the government, which collects tax from these SSB manufacturers is supposed to be at the forefront of spearheading such consumer education causes, through agencies like the National Orientation Agency (NOA) and the Health Education Unit at the Federal Ministry of Health. He also argued that the link between SSBs and non-communicable diseases is indirect, adding that the manufacturers of these SSBs can argue that they have also made available zero-sugar options for those who do not want the sugar-sweetened variants.

Corroborating the position of Senator Oloriegbe, foremost Marketing Communication Specialist and CEO of XLR8, award-winning Public Relations firm, Pharm Calixtus Okoruwa, agreed that it is the responsibility of the Federal Ministry of Health to respond to perceived or potential public health challenges. He also noted that it should be the responsibility of SSB manufacturers to help drive consumer education initiatives targeted at more appropriate or healthier consumption of their products, especially from the corporate governance point of view. He absolved marketing communication agencies of any wrongdoing or complicity in the seeming failure to properly educate consumers while mesmerising them with “sugar-coated” adverts, adding that their activities are duly vetted and regulated by the Advertising Regulatory Council of Nigeria (ARCON) and the National Agency for Food and Drug Administration and Control (NAFDAC).

Responding to the possibility of marketing communication companies conniving with SSB manufacturers to deceive consumers through misleading advertising campaigns, thereby stifling the clamour for consumer awareness and education, ARCON’s Head of Legal Affairs, Barrister Chukwudi Ezeaba, said the council advocates for consumer education to the extent permitted by its statutory responsibilities. He added that such advocacy features in their annual training and sensitisation calendar. He further observed that the Advertising Standards Panel, which has the statutory duty of ensuring that adverts conform to relevant laws and codes of ethics, would not shut its eyes where incidences of excesses are found, regardless of the product or service.

For public health expert and CEO of Bloom Public Health, an Abuja-based public health think-tank, Professor Chimezie Anyakora, one of the most important strategies for improving and adopting healthy dietary practices in Africa remains the promotion of consumer awareness and demand for healthy foods. According to Anyakora, these can be achieved by educating children, adolescents and adults about nutrition and healthy dietary practices, supporting point-of-sale information through comprehensive nutrition labelling, and providing nutrition and dietary counselling at primary healthcare facilities.

Critically speaking, there is no gainsaying the fact that government and all other stakeholders must urgently map out strategies to decisively bridge the consumer education gap in the relationship between manufacturers of SSBs and their consumers. Importantly, the government should consider enforcing the mandatory use of labelling to warn consumers of SSBs on the potential dangers associated with consuming sugar-sweetened beverages, as done in the tobacco industry. We can have warnings such as: “The Federal Ministry of Health Warns that excess sugar is dangerous to health”, “This product is unsuitable for diabetics, etc.” Such warning labels have proven to be effective in curbing overconsumption of sugar-sweetened beverages as demonstrated in Chile, where a 2016 food labelling and advertising regulation brought about a 25 percent drop in the consumption of SSBs. For a multi-lingual and multi-cultural setting like Nigeria, such warning labels, when translated into different local languages, can help consumers make informed dietary choices and avoid endangering their health by staying away from the wrong beverages. This is achievable in Nigeria, if the government can muster the political will.

 

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ZENITH BANK REWARDS HACKATHON WINNERS WITH N77.5M CASH PRIZE AT ZENITH TECH FAIR 4.0

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ZENITH BANK REWARDS HACKATHON WINNERS WITH N77.5M CASH PRIZE AT ZENITH TECH FAIR 4.0

 

A total sum of N77.5 million in prize money was won at the end of a keenly contested hackathon session at the Fourth Edition of the Zenith Tech Fair, themed “Future Forward 4.0: Embedded Finance, Cybersecurity & Growth Imperatives – The Impact of AI “, which held on Thursday, November 21, 2024, at the Eko Convention Centre, Eko Hotels & Suites, Victoria Island, Lagos.

The prize money was shared among ten finalists who emerged from the over 1,700 contestants that took part in the hackathon, with JumpnPass, a self-checkout technology solution reshaping the retail landscape in Africa emerging as the overall winner and taking home the grand prize of N25 million. This is in addition to a six-week mentorship and incubation program designed to help them grow and scale effectively, which will run from December 2024 to February 2025.

The first runner-up, CreditChek, a credit and verification service provider which leverages AI and open banking to streamline income and credit history verification for financial institutions, won N20 million and a mentorship programme, while the second runner-up, Salad Africa, a start-up which offers seamless integration of credit products for digital platforms and software companies won N15 million as well as a mentorship programme. Other finalists who took home N2.5million each include Regxta, CashAfrica, Middleman, Messenger, Pocketfood, Famasi Africa, Kitovu.

Earlier during the programme, the Group Managing Director/CEO of Zenith Bank Plc, Dame (Dr.) Adaora Umeoji, OON, in her welcome address expressed her appreciation to the Founder & Chairman, Dr Jim Ovia, CFR, for birthing the idea that led to the establishment of the Tech Fair initiative 5 years ago, she thanked him for his vision and foresight in utilizing technology to revolutionize the world of business and banking.

Commenting on the Hackathon, she said, “This prestigious annual event was created to empower and nurture young fertile minds. We hope to produce the likes of Bill Gates, Mark Zuckerberg, Steve Jobs and Elon Musk from the Zenith Bank Hackathons in the nearest future. According to the Nigerian Bureau of Statistics, 70% of Nigeria’s population are youths which is an economic asset when properly harnessed. This is part of the reason why Zenith Bank is hosting this event to support the development of technology startups. Their success not only fosters innovation and growth in Nigeria, but it also plays a vital role in creating employment opportunities for our youth.” She also stressed on the importance of innovation and embedded finance in ensuring strong and enduring institutions. According to her, “it is paramount that we adapt and adopt technology to stay ahead of the curve. We have seen various cases of companies that failed because of their lack of innovation. It is quite obvious that when companies fail to innovate; they can easily be displaced, so this is not the time to be orthodox, innovation should be a top priority for us.”

In his goodwill message, The Governor of Lagos State, His Excellency, Mr. Babajide Sanwo-Olu called for a global approach to doing business in the country. According to him, “What we need to do is to be able to enhance our product and services in order to compete in the world. We can’t continue to act local, we need to think global. Anything that we’re doing now, we need to be able to know that we are not just serving a local market, we actually want to serve the global market, and that’s why I’m glad that consistently, for the past four years, I have kept up with the Zenith Tech Fair. I am sure 5.0 should be bigger and better than what we have today, but for us as a government, what we need to do is to continue to use platforms like this to reassure you of our readiness to provide an enabling environment for your ideas and innovative solutions.”

Described as a huge success by participants, the Fair featured the launch of the bank’s digital wallet, EazyByZenith, which will help to support the bank’s retail and financial inclusion strategy. The fair also included presentations on the leading technological innovations that cut across different aspects of life, such as Artificial Intelligence, Cybersecurity, Risk Management, Compliance, Financial Intelligence, Cloud Computing and Communication Technologies, with the keynote address, “Banking Transformation in a Digital World”, delivered by Robin Speculand, a renowned Strategy & Digital Implementation Specialist.

The event also featured goodwill messages by Jim Ovia, CFR, Founder and Chairman of Zenith Bank; His Excellency, Hon. Kashim Shettima, GCON, Vice President of the Federal Republic of Nigeria (represented by Dr. Tope Fasua, Special Adviser to the Presidency on Economic Matters). Other eminent IT practitioners from top global brands who also made presentations include; Robin Speculand, renowned Strategy & Digital Implementation Specialist; Danilo McGarry, Global Expert on Digital Transformation and AI; Jania Okwechime, Partner, Africa, AI & Data Leader, Deloitte; Rupert Nicolay, Director, Microsoft Worldwide Financial Services.

The panel session had Wole Odeyele, Client Technology Lead for Microsoft Inc. as its host, and featured six discussants including Ada Jabaru, Founder & Director, Nistad Limited; Funke Opeke, Founder & Chief Executive Officer, MainOne; Guy Futi, Chief Executive Officer, Orda; Dr Auwal Adam Sa’ad, Founder, ZamzamPay; Kashifu Inuwa Abdullahi, Director General, National Information Technology Development Agency (NITDA), and Engr. Bisoye Coker-Odusote, Director General/Chief Executive Officer, National Identity Management Commission (NIMC).

The Zenith Bank startup pitch competition and incubation program seeks to identify and fast-track the growth of high-potential Nigerian startups innovating in key sectors, including Embedded Finance, Cybersecurity, Fintech, HealthTech, Agritech, E-commerce, and more. The program provides an ideal platform for startups to showcase their groundbreaking ideas and gain access to invaluable resources to scale their businesses.

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NEW BPP DG COMMITS TO EFFICIENCY AND STAFF WELFARE FOR IMPACTFUL SERVICE DELIVERY

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NEW BPP DG COMMITS TO EFFICIENCY AND STAFF WELFARE FOR IMPACTFUL SERVICE DELIVERY*

*_…begins review of bureau processes to enhance government procurement systems_*

The Director General of the Bureau of Public Procurement (BPP), Dr Adebowale Adedokun, has outlined his vision to drive efficiency, enhance staff welfare, and reinforce the Bureau’s regulatory mandate in alignment with President Bola Ahmed Tinubu’s renewed hope mandate and his commitment to improving Nigeria’s economy. This was made known during an interactive session with staff of the Bureau at the State House Banquet Hall on November 20, 2024. Dr Adedokun emphasised the urgency of delivering results as well as improving trust in the government procurement system to support President Bola Tinubu’s Renewed Hope Agenda, declaring, “Let us work together to get value for money for Nigeria’s developmental processes and achieve President Tinubu’s mandate of making Nigeria’s economy better.”

Furthermore, in a bid to strengthen operational efficiency, the DG also announced key reforms, including introducing Service Level Agreements for the bureau’s processes ensuring that letters are treated within 3 (three) days, and ensuring reports are completed within 14 (fourteen) days. He also highlighted plans to secure a sustainable budget that would improve the working environment and provide better welfare for staff.

Dr Adedokun firmly stated the Bureau’s resolve to uphold its regulatory integrity under his watch. He warned that officers are prohibited from visiting Ministries, Departments, and Agencies (MDAs) unless on official assignments stressing the need for officers of the Bureau to stay above board. He further declared that contractors are no longer allowed within the Bureau’s premises to ensure that officers can perform their duties without undue interference and influence.

Calling for a collaborative approach, the DG urged staff to embody the Bureau’s regulatory values by adhering to procurement guidelines, avoiding delays, and striving for excellence. “As a regulator, you must be seen to be guided by the procurement process,” he stated. He assured the team of an open-door policy, encouraging innovative ideas that could propel the Bureau to greater heights.

The session also featured a visit from former DG, Engr. Emeka Ezeh, OFR, FNSE, who led the Bureau from 2009 to 2016. Engr. Ezeh commended President Tinubu for appointing Dr Adedokun and urged staff to provide their full support to the new leadership. He encouraged staff to focus on leaving a legacy of excellence, saying, “Work in a way that you will be celebrated wherever you go in life.”

Senior Directors, including Engr. Nasir Bello and Engr. Isaiah Yesufu reiterated the importance of supporting the DG’s vision while emphasizing adherence to the Bureau’s operational guidelines. Staff also welcomed the session, sharing their perspectives on improving the Bureau’s operations and pledging their support for the new leadership.

In a related development, Dr Adedokun sought collaboration with the Presidential Office of Digital Engagement and Strategy (PODES) led by its Head, Mr O’tega Ogra, who is also the Senior Special Assistant to the President on Digital/New Media, during a courtesy visit to his office on November 21, 2024. The DG emphasized the need to enhance the Bureau’s public engagement and visibility in line with the all-of-government communications approach being espoused by the PODES.

Mr Ogra congratulated Dr Adedokun on his appointment and highlighted the key role BPP plays in advancing Nigeria’s development agenda. O’tega further expressed his commitment to collaborating with the Bureau in amplifying its communication efforts and ensuring Nigerians understand and appreciate its critical role in national governance.

Dr Adedokun’s leadership marks a new chapter for the Bureau of Public Procurement, focused on accountability, efficiency, and impactful service delivery. His vision aligns seamlessly with the Federal Government’s goals of economic transformation and sustainable development as well as President Bola Tinubu’s renewed hope agenda.

Janet McDickson
Director, Information & Public Relations/Head, Media-BPP

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Abducted Rivers bizman rescued, suspected robber arrested

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Abducted Rivers bizman rescued, suspected robber arrested

 

The Rivers State Police Command said its men rescued a businessman identified as Julius Madabuchi, who was kidnapped by a four-man gang at a filling station in the Oyigbo Local Government Area of the state.

The police said the man was abducted when the miscreants who were driving in a Black Toyota car stormed the area and started shooting discriminately before executing their plan.

The rescue of the man, the police said, followed a distress call sent to the command control room about the activities of the hoodlums on November 17 and immediately mobilised operatives to the scene, saying the abductors engaged the police in a shootout.

The spokesperson for the state police command, Grace Iringe-Koko, disclosed this in a statement issued in Port Harcourt, Rivers State capital, on Wednesday.

 

The statement reads, “On the 17th of November, 2014, at about 2023hrs, operatives of the command received a distress call from the Room indicating that a gang of armed men numbering about four operating in a Black colour Toyota Corolla car shot sporadically and kidnapped one Madabuchi Julius at Sabbath Filling Station, Oyigbo.

“Operatives were swiftly mobilised to the scene and the hoodlums on sighting the police operatives drove off, but they were given a hot chase by the operatives and subsequently intercepted along Egbu Street, Oyigbo and a gun duel ensued between the operatives and the hoodlums.

“The hoodlums could not withstand the police’s superior firepower and eventually abandoned the victim and their operational vehicle with registration number RIVERS PHC 938 AH and escaped. The victim was rescued unhurt and the vehicle recovered. He has since reunited with his family.”

 

The state police image maker however said an investigation is ongoing while concerted efforts are being intensified to apprehend other fleeing members of the gang and recover their operational weapons.

In a related development, Iringe-Koko said the following day, precisely on Monday, operatives of the command acted on credible information, coordinated a covert operation at the St Lorinta Street, Oyigbo and arrested one Gabriel Morris, aged 25, at Mercy Ground in Kom-Kom, Oyigbo LGA of the State.

The state police spokesperson stated, “During interrogation, the suspect confessed to being a member of a syndicate that had been terrorising Oyigbo and its environs in recent times.

 

Iringe-Koko, a Superintendent of Police, listed items recovered from the suspect including one locally made pistol and a quantity of weeds suspected to be Indian hemp.

She added, “Investigation is ongoing, while concerted efforts are intensified to apprehend other fleeing members of the syndicate.

“This successful operation further demonstrates the effectiveness of the Rivers State Police Command in combating kidnapping and all other forms of crime in the state.”

 

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