BusinessDay 08 Apr 2018
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C002D5556<br />
Sunday <strong>08</strong> <strong>Apr</strong>il <strong>2018</strong><br />
36BDSUNDAY<br />
BrandsOnSunday<br />
SPOTLIGHTING BRAND VALUE<br />
NHF ticks Three Crowns Milk’s value proposition<br />
Three Crowns Milk produced by Friesland Campina Wamco Nigeria has discovered various routes to more market penetration; the mothers. It has ‘healthy<br />
mums, happy families’ and ‘mum of the year’ campaigns. The brand owners also recently took a bold step to secure NHF certification as healthy product to<br />
justify its nourishing and healthy- living value proposition. Daniel Obi writes on this recent move.<br />
L-R: Maureen Ifada, marketing manager, FrieslandCampina WAMCO Nigeria Plc;Ben Langat, managing director,<br />
FrieslandCampina WAMCO Nigeria Plc; Oladipo Akinkugbe, (CFR) past president, Nigerian Heart Foundation (NHF),<br />
and Ore Famurewa, corporate affairs director, FrieslandCampina WAMCO Nigeria Plc, during the Endorsement of<br />
Three Crowns Milk with Nigerian Heart Foundation.<br />
There are varieties of milk<br />
products in a typical Nigerian<br />
market; be it small<br />
or big market. But all the<br />
milk products are not of<br />
the same standard quality especially<br />
when friendly-to-heart valuation<br />
is considered. Some of the products<br />
have no official health certification<br />
such as low cholesterol and heart<br />
friendliness; still they promote<br />
healthy living to gullible consumers.<br />
With rising concerns among<br />
consumers against unhealthy foods,<br />
some brand owners whose products<br />
have been certified by relevant<br />
authorities have adopted such niche<br />
as a marketing tool.<br />
For instance, Nigeria’s dairy food<br />
market remains one of the highly<br />
saturated markets in Fast Moving<br />
Consumer Goods, FMCG. The<br />
number of new entrants with different<br />
products into the market<br />
seems to be growing on a consistent<br />
basis and this has fostered intensive<br />
competition.<br />
“For good measure, development<br />
such as this was seen as a sign<br />
of improvement in the economy<br />
as the country continues to attract<br />
investment portfolio from such<br />
quarter. Aside the fact that the<br />
development has stimulated the<br />
market, the level of competition<br />
appears to be on the rise as brands<br />
try to outwit one another. But over<br />
time, the adoption of value propositions<br />
by the brands has clearly<br />
helped in differentiating one from<br />
the other”, says an analyst.<br />
Three Crowns Confidence<br />
Aside the differentiation benefit<br />
for the brands, the use of proven<br />
value proposition has even become<br />
more relevant in legitimising<br />
consumption among consumers.<br />
With determination therefore to<br />
reinforce its presence and value<br />
proposition in the mind of consumers,<br />
the management of Friesland<br />
Campina Wamco Nigeria Plc, producer<br />
of Three Crowns Milk approached<br />
the Nigerian Heart Foundation<br />
(NHF), an affiliate of the<br />
World Heart Federation, Geneva<br />
for endorsement of the product as<br />
heart-friendly.<br />
Ordinarily, the dire consequence<br />
of any eventual failure<br />
and not meeting the global standard<br />
would discourage uncertain<br />
brands from going for assessment<br />
and endorsement as NHF will not<br />
compromise. But owners of Three<br />
Crowns Milk strongly believe in<br />
the product.<br />
Therefore, it strikes attention<br />
when any brand decides to approach<br />
the body for endorsement.<br />
It is a mark of confidence and reliability<br />
on the ingredients and the<br />
quality of the final product for human<br />
consumption, especially in a<br />
time healthy eating consciousness<br />
has heightened.<br />
With absolute believe in its 30<br />
year-old Three Crowns Milk product,<br />
Friesland Campina Wamco<br />
Nigeria Plc submitted the product<br />
to NHF for examination and subsequent<br />
endorsement. For days,<br />
the body with international recognition<br />
which has the objective to<br />
promote and support research on<br />
cardiovascular disease and create<br />
public enlightenment on prevention<br />
of heart diseases and promotion<br />
of heart health subjected the<br />
product to various scientific tests.<br />
Of course, the body wanted to<br />
act thoroughly in order to justify<br />
its eventual scientific claim on the<br />
product and whatever result it<br />
would come out with. Therefore it<br />
took its time to examine the product<br />
to authenticate or otherwise<br />
of the product as heart friendly<br />
product. At end of the examination,<br />
the body endorsed Three Crowns<br />
Milk as heart friendly dairy Milk.<br />
Underscoring the endorsement,<br />
the Board of Trustees and the Executive<br />
Council of NHF, recently<br />
congratulated the Management of<br />
Friesland Campina Wamco Nigeria<br />
Plc on the celebration of 30years<br />
anniversary of Three Crowns Milk<br />
in Nigeria; and signing up the Three<br />
Crowns Milk product in joining the<br />
stable of Heart health Food Products<br />
in Nigeria.<br />
Speaking at the official endorsement<br />
of the milk in Lagos recently,<br />
the President of NHF, Francesca<br />
Emanuel said the organisation<br />
is delighted to collaborate with<br />
Friesland Campina Wamco Nigeria<br />
plc, producer of Three Crowns<br />
Milk on the endorsement of the<br />
product which has been found to<br />
be free of cholesterol, no trans-fat<br />
and low in salt.<br />
She said the NHF Heart Check<br />
Food Labelling Program started<br />
in 1998 as a tripartite initiative<br />
between Nigerian Heart Foundation,<br />
National Agency for Food and<br />
Drug Administration and Control<br />
(NAFDAC) and the Food Industry<br />
promoting heart friendly food<br />
products through a rigorous scientific<br />
process.<br />
Also speaking, Ben Langat, the<br />
managing director of Wamco said<br />
the company considers it a privilege<br />
to partner with NHF to promote<br />
good healthy living among<br />
consumers.<br />
He said Friesland Campina<br />
Wamco Nigeria is collaborating<br />
with the government in tackling<br />
non-communicable diseases because<br />
NHF and Three Crowns Milk<br />
share a common interest. He said<br />
the product supports consumers<br />
by providing quality nutrition for<br />
individuals including mothers and<br />
children. The company started<br />
production of Three Crowns Milk<br />
in Nigeria 30 years ago.<br />
Nigerian Heart Foundation is a<br />
non-profit and non-governmental<br />
organisation founded in 1992 to<br />
promote Heart health, scientific<br />
research in cardiovascular health,<br />
healthy lifestyles and advocacy on<br />
heart-related issues. The Nigerian<br />
Heart Foundation (NHF) Heart<br />
Check Food Labelling Programme<br />
supports national initiatives for<br />
healthier food choices, through endorsement<br />
of positive Heart Check<br />
logo on healthier food products<br />
certified to be heart friendly.<br />
Non-Communicable diseases<br />
(NCDs) – Heart disease, Cancer,<br />
Diabetes Mellitus, Sickle Cell<br />
Disease and chest diseases – are<br />
the greatest killer diseases of the<br />
21st century. But, heart disease is<br />
a leading killer of the 5 main NCDs<br />
in Nigeria. As WHO focuses globally<br />
on the prevention of NCDs<br />
through healthy diets by means<br />
of – reformulation education and<br />
front-of-pack labelling; and the<br />
UN Secretary General’s progress<br />
report on the NCD prevention<br />
demands more action in particular<br />
in developing countries;<br />
Nigerian Heart Foundation has<br />
been working assiduously over<br />
the last ten years with NAFDAC<br />
in the promotion of healthier heartfriendly<br />
food choices.<br />
This milestone achievement by<br />
Three Crowns Milk has become<br />
significant at a time awareness<br />
about healthy eating has heightened,<br />
but more importantly when<br />
consumers are not sure of what<br />
to consume to avoid health issues<br />
such as heart diseases, cholesterols<br />
and obesity.<br />
What the certificate indicates is<br />
that Three Crowns Milk is encouraging<br />
healthy lifestyle in Nigeria<br />
through dieting which can reduce<br />
risks of obesity and illnesses such<br />
heart disease, stroke and some<br />
types of cancer. It is therefore<br />
important that such milestone has<br />
been achieved by Three Crowns<br />
Milk in the Nigerian market for consumers<br />
many of whom are facing<br />
various challenges and therefore in<br />
need of healthy food.<br />
With 5G, security is top of mind from the start<br />
In this digital age, devices and<br />
applications require a wireless<br />
network access that is not only<br />
fast but also resilient, secure,<br />
and able to protect the individual’s<br />
right to privacy. The 5G system puts<br />
all this front and center.<br />
The latest white paper from<br />
Ericsson, 5G security – enabling a<br />
trustworthy 5G system, describes<br />
the security of 5G NR and core<br />
network. This paper provides an<br />
overview of five core properties<br />
that build the trustworthiness of<br />
the 5G system, namely: resilience;<br />
communication security; identity<br />
management; privacy; and security<br />
assurance. These properties<br />
make 5G a reliable platform that<br />
enables a range of new services<br />
to be created, such as various IoT<br />
use cases.<br />
Like its predecessors, 5G is expected<br />
to become an integral part<br />
of a connected society. 5G security<br />
provides a level of trustworthiness<br />
that meets the requirements of<br />
use cases currently foreseen from<br />
the end user, service provider and<br />
regulatory perspectives.<br />
This trustworthiness stems<br />
not only from a set of security features,<br />
but also from system design<br />
principles and implementation<br />
guidelines that are applied with<br />
a holistic and risk-based mindset.<br />
In short, 5G security is not an addon,<br />
but built in from the start, says<br />
Ericsson.<br />
To build a secure system, it is<br />
important to take a holistic view<br />
and not only focus on individual<br />
parts in isolation. This is why various<br />
organizations such as the<br />
3GPP, GSMA, ETSI, IETF and<br />
ONAP have jointly developed the<br />
5G system, each covering different<br />
aspects or focusing on specific<br />
parts, the company said.<br />
It is also crucial to understand<br />
relevant risks, and how to deal with<br />
them.