Rice has recently grown as a staple for the African cuisine after Yam with its integration into the nation’s grass-root levels. In a typical West African household, rice is consumed around 2-3 times a week encouraging a buying behavior skewed towards smaller consumer packs optimal for a weekly or a monthly consumption.
Driven by this consumer behavior VASCORP ventured into the retail marketing of rice with the brand Jolly. Jolly Rice comes in a pack of 750 g, ideal for weekly consumption of a nuclear family of 4-5 members. The company procures from world-class rice mills at strategic locations in Nigeria providing the necessary motivation for increased local production of paddy to build sufficiency in rice.