Golden Penny Foods, the flagship brand of Flour Mills of Nigeria (FMN), hosted its 2026 B2C Dealers and Sales Conference at the Balmoral Hall in Ikeja on 16 June 2026, bringing together dealers from across Nigeria. The event saw the brand award over ₦266 million in cash prizes and three brand-new 2025 Toyota Hilux trucks, alongside the unveiling of Golden Penny Penne 500g, the latest addition to its premium pasta range.
Conference Theme and Strategic Focus
Themed "Reset, Rebound, Win Big," the conference aimed to align the company's commercial priorities for the year ahead, recognize outstanding dealer performance, and reinforce the partnerships that help distribute Golden Penny products nationwide. The event comes at a critical time for Nigeria's FMCG sector, characterized by shifting consumer demand, evolving distribution realities, and rising operating costs.
Mr Devlin Hainsworth, Managing Director of Golden Penny Foods Limited, emphasized the importance of the dealer network: "If you go the length and breadth of Nigeria, you will find a Golden Penny product in most households, but we could never have achieved that without our dealers. They work tirelessly every day to ensure our products reach wholesalers, retailers and ultimately Nigerian families. Many of these partnerships have spanned decades, making them far more than commercial relationships."
Major Investment in Distribution Infrastructure
Mr. Ademola Adeoye, Sales Director, B2C, Golden Penny Foods, announced a significant commercial commitment: "Over the years, we've invested heavily in supporting our distributors and getting to the last mile. We have almost 2,000 secondary sales points across Nigeria attached to our distributors. This year, we're investing close to ₦45 billion behind redistribution infrastructure for our dealers, helping them move products from warehouses to wholesale and retail channels to enable them to run profitable businesses representing Flour Mills of Nigeria."
Launch of Golden Penny Penne 500g
Between award presentations, Golden Penny introduced Golden Penny Penne 500g, expanding its premium pasta portfolio. This marks the first locally produced Penne pasta product made in Nigeria for Nigerians. The pasta features a distinctive ridge texture designed to hold more sauce, aiming to enhance everyday meals.
Mr Ilyas Kazeem, Director of Marketing, Food, Golden Penny Foods, stated: "For over six decades, Golden Penny has remained committed to nourishing families and bringing happiness to Nigerians every day through quality products. The launch of Golden Penny Penne reflects that promise. As consumer preferences continue to evolve, we remain focused on understanding their needs and bringing innovative, high-quality products to the market."
Dealer Awards and Recognition
The highlight of the conference was the celebration of dealers across multiple categories: National Core, Rising Star, Regional, Growth, Exclusivity, and Millionaires Club. Winners received prizes ranging from ₦1 million cheques to multi-million naira packages and new vehicles.
Alh. Idris Saleh of Alh. Idris Saleh Nigeria Limited emerged as the overall National Core winner, receiving a 2025 Toyota Hilux and ₦15 million. Fulcrum Golden Heritage, represented by Mrs Adebayo Rukayat Oladunni, took second place with a Hilux and ₦12 million. Kay Jay Zenith Limited, represented by Hajia Khadijat Amoo, secured third place with a Hilux and ₦10 million.
The Rising Star Category, recognizing newer dealers with exceptional commercial momentum, was won by Opeyemi Baking Industry, represented by Alhaja Sanusi Modinat. Kay Jay Zenith Limited placed second, while Fulcrum Golden Heritage came third.
Regional Core awards covered Lagos, East, West, North Central, North East, and North West. Additional honors included Growth Awards, FMN Exclusivity Awards, Millionaires Club, and category-specific awards such as King of Pasta and Queen of Noodles.
Dealer Testimonials
Hajia Khadijat Amoo, Chief Executive Officer of Kay Jay Zenith Limited, spoke on behalf of the winners: "This recognition means a great deal to me, and I'm proud to be a key distributor with Flour Mills. Being here today is something everyone wants to participate in. It's been a very good business. We've been with the number one food company in Nigeria, and I'm proud to be a part of it."
About Golden Penny
Golden Penny is the iconic brand of Flour Mills of Nigeria (FMN), a leading food and agro-allied company in Nigeria. For generations, the brand has provided tasty, affordable, and superior-quality nutrition to Nigerian consumers. Its product portfolio includes flour, pasta, noodles, spreads, ball foods, breakfast cereals, edible oils, and more, supporting millions of households with diverse nutritional needs.
