By Tosin Agbelusi | July 01, 2026
I picked up this trend online last week , the growing conversation around Akara (bean cakes) and its renewed attention among Nigerian snacks.
The conversation gained momentum following remarks by Nigeria’s First Lady, Senator Oluremi Tinubu, during the disbursement of empowerment grants under the Renewed Hope Initiative.
Context is important, always.
Her comment was directed towards vulnerable Nigerians and individuals looking for low-capital livelihood opportunities, and not necessarily the corporate or elite audience. Therefore, we should not underestimate the influence and impact of such a statement.
She encouraged beneficiaries to consider small-scale businesses such as selling akara, roasted corn, and kuli-kuli as possible income-generating ventures. The comment quickly became a national conversation, generating different opinions and debates across the country.
However, I struggle to understand how such an encouraging statement should negatively affect anyone’s psychology. Why should suggesting a practical livelihood opportunity be interpreted as an insult? Who exactly is being insulted by the dignity of work and entrepreneurship?
This conversation itself reveals something deeper about the society; our perceptions, assumptions, and the meanings we attach to certain occupations.
Let me digress briefly.
I continue to observe how some young people engage with elders and leaders today without demonstrating the level of respect traditionally associated with our culture. This raises an important question: How did we get here?
Before we jump into celebrating or criticising any narrative, the first question we should ask is: How do we react to statements coming from leaders, influencers, or people of authority?
By now, my readers know that I personally do not believe in simply criticising leaders. Rather, I may critique decisions, ideas, or approaches when necessary. My approach has always been to provide constructive perspectives and sharing ideas that can contribute to improving our systems and society.
Furthermore, research on constructive feedback and criticism suggests that criticism is most effective when it is specific, solution-oriented, and focused on improvement rather than personal judgment. For example, Edmondson (1999) highlights the importance of creating environments where people can openly discuss issues and learn without destructive blame, while Hattie and Timperley (2007) explain that effective feedback should help individuals understand where they are, where they need to go, and how to improve.
Now, let us talk marketing.
Often, we do not respond only to the message itself; we respond to the source of the message. A statement from a respected or influential figure can quickly influence conversations, behaviours, perceptions, and even consumer choices.
The Akara conversation is an interesting example of how culture, identity, influence, and storytelling shape markets.
Akara has always existed within Nigerian food culture. It is not a new product. It has always been:
• A breakfast choice
• A street food favourite
• A community snack
• A symbol of Nigerian food heritage
However, what changes is not always the product itself, sometimes, it is the story attached to the product.
It is amazing how a product can move from being seen as “ordinary” to becoming “desirable” when:
• Influential voices create attention
• People attach new meaning to it
• Social conversations amplify its relevance
• Consumers rediscover its cultural value
This is a powerful lesson for marketing students:
Consumers do not only buy products; they buy meanings, emotions, identity, and stories.
The Akara example reminds us that:
• Culture can drive consumption
• Conversations can create demand
• Social influence can reshape perception
The big question for Nigerian brands is:
How do we transform everyday cultural products into valuable brands without losing their authenticity?
Because sometimes the next big market opportunity is not always a new invention, it may already exist within our culture, waiting for the right story, positioning, and strategy.
However, there is another economic angle we must consider.
I am concerned that Akara may have just received a level of popularisation that could influence demand. As awareness increases and more people begin to see it as a business opportunity, we may witness increased participation in the akara market. This is one of the interesting ways markets evolve; attention creates interest, interest creates demand, and demand attracts entrepreneurs. All thanks to the first lady.
And like every market, when demand rises faster than supply, prices may respond. The future question is not only: How do we sell more akara? It is: How do we build a sustainable akara ecosystem ; from farmers producing beans, to sellers, to consumers while keeping it affordable and accessible?
One thing I see clearly as a student of marketing is that Akara may soon move from being an informal food item to becoming a more structured and branded category.
Let’s what out! We may begin to see:
• packaged akara brands,
• stronger retail presence,
• franchised akara outlets,
• premium versions,
• convenience formats,
• stronger storytelling around Nigerian heritage foods.
Because behind every cultural conversation is a market opportunity.
And behind every market opportunity is the need for strategy.
The informal sector remains a significant contributor to Nigeria’s economy. Every small trader, farmer, artisan, and entrepreneur contributes in their own way to economic activity and national development.
So the question is:
Are you still only a complainant, or are you becoming a contributor?
Do not only watch opportunities; find ways to participate and create value. Others are contributing in their little ways, what about you?
God bless Nigeria, my country.
