LAGOS, Nigeria – GBfoods Nigeria, the company behind popular household brands such as Gino Tomato Mix, Gino Seasoning Cubes, Bama Mayonnaise, and Bama Shawarma Mix, has extended its partnership with celebrated chef and culinary entrepreneur Hilda Baci for a third consecutive year.
The renewal agreement was signed on June 1, 2026, at the company’s headquarters in Lagos, marking another significant milestone in a collaboration that has become one of the most recognized brand-ambassador partnerships within Nigeria’s food industry.
Since the partnership began in 2023, GBfoods Nigeria and Hilda Baci have worked together on numerous food-focused campaigns aimed at inspiring Nigerians through culinary storytelling, recipe innovation, cooking demonstrations, and consumer engagement initiatives. The collaboration has also focused on celebrating local flavours while encouraging families to create meaningful moments around the dining table.
Speaking during the signing ceremony, the Managing Director of GBfoods Nigeria, Vincent Egbe, highlighted the deeper purpose behind the partnership.
“The ambition behind this partnership was never simply about growing market share or increasing business. It was about celebrating who Nigerians are and how we express love through everyday gestures, especially through food. At GBfoods, we believe that great food is one of the most powerful ways to say ‘I love you.’
As we looked for a partner who embodies that belief, there was no better choice than Hilda Baci. In just three years, she has become the undisputed number one chef in Africa, inspiring millions through her passion, creativity, and dedication to the culinary arts. We are proud to continue this journey with her for a third year,” Egbe said.
Over the years, Hilda Baci has become a prominent advocate for the company’s products and values, promoting quality cooking experiences and encouraging Nigerians to embrace authentic local cuisines.
Through a combination of digital campaigns and interactive culinary experiences, the partnership has connected with consumers nationwide while highlighting the cultural importance of food.
Reflecting on the renewed collaboration, Hilda Baci expressed enthusiasm about continuing the relationship and building on the successes achieved so far.
“My partnership with GBfoods Nigeria is one that I am deeply passionate about. The brand plays a key role in almost everything I do. Over the years, our relationship has grown beyond a typical brand partnership into a shared commitment to celebrating food, culture, and the connections that food creates. I’m excited to continue building on that foundation and creating even more impact together,” she stated.
Industry observers view the continued alliance as a strategic move that strengthens both the company’s connection with consumers and its commitment to promoting culinary excellence. Hilda Baci’s influence within the food and hospitality sector, combined with the widespread popularity of GBfoods Nigeria’s product portfolio, has helped create campaigns that resonate with households across different demographics.
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As consumer interest in food content, home cooking, and local cuisine continues to grow, the renewed partnership is expected to deliver more innovative campaigns, engaging culinary experiences, and creative recipe solutions designed to enrich everyday meals.
For GBfoods Nigeria, the extension underscores its long-term commitment to supporting meaningful partnerships that reflect the values, traditions, and aspirations of Nigerian families. The company maintains that food remains a powerful tool for bringing people together, fostering connections, and creating lasting memories.
With a third year now officially underway, both GBfoods Nigeria and Hilda Baci appear set to continue inspiring consumers through a shared passion for food, culture, creativity, and authentic Nigerian flavours.
