Draft Report

Ltd.

RC 378525 Communication and Marketing Research Group Limited

Project Delicacy

(Ofada Rice Attributes Evaluation Study)

December, 2006

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RC 378525 Report Layout

ƒ Background ƒ Objectives & Action Standards ƒ Research Methodology ƒ Executive Summary • Key Findings From Qualitative • Key Findings From Quantitative ƒ Conclusions ƒ Marketing Considerations ƒ Appendix ƒ Detailed Report: Qualitative ƒ Detailed Report: Quantitative ƒ Housewives ƒ Professional Buyers ƒ Consumers ƒ List of Contacts

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RC 378525 Background

ƒ Promoting Pro-Poor Opportunities in Commodity and Service Markets (PrOpCom) is an innovative project funded by the Department for International Development of the United Kingdom (DFID) to facilitate functionality and efficiency of Nigerian commodity and service markets in such a way as to assure these markets benefit the poor. ƒ PrOpCom’s goal is to improve livelihoods by facilitating growth and pro-poor outcomes in commodity and service markets and to contribute to the overarching (DFID/Nigeria) goal of poverty alleviation in support of NEEDS and the attainment of the Millennium Development Goals. ƒ PrOpCom will use a “Making Markets Work for the Poor” (M4P) approach to address the systemic reasons that prevent commodity and service markets from functioning effectively for the poor in Nigeria. In doing so, it will contribute to delivery of the vision for growth in the non-oil economy outlined in NEEDS. ƒ The project purpose is to support systemic change in markets on which the poor rely to produce pro-poor outcomes and opportunities such as: – Enhanced incomes; – Increased jobs; – Improved access to markets; – More options and choices; and – Reduced risks.

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RC 378525 Background Cont’d…

ƒ PrOpCom would contribute to removing constraints to efficient market operations and linking market actors to work together and serve each other on a sustainable basis. ƒ The programme will address poor market functioning along selected commodity chains, with the objective of improving access and returns to the livelihood assets of the poor. ƒ Rather than directly support the poor, the programme activities will work with business associations, service providers and other intermediaries who already serve functions along market chains in which the rural poor have a stake. By facilitating fundamental changes in the functioning of markets and the rules of the game governing access by the poor, systemic change will be encouraged.

The Ofada Rice Initiative: ƒ The Ofada rice chain suffers from high transaction and transformation costs; and this impedes competitiveness and thus reduces economic benefits for operators be they farmers, millers or marketers. ƒ PrOpCom will support activities that impact on the entire value chain, but also activities that deal with critical issues at various points along the chain.

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RC 378525 Background Cont’d…

ƒ PrOpCom will also begin dealing with the brand issues and value chain coordination and communication. Presently, Ofada rice suffers from problems of adulteration and misrepresentation. ƒ For many, Ofada rice means different things: from the way it is served (with T. danielli leaf), to the size of the grain, the aroma, and many other attributes which many have used in identifying the product. There is the need to establish a brand name for Ofada rice, starting with an attempt to identify those consumer- accepted qualities that differentiate Ofada rice from other indigenous rice. This will be part of an overall effort to define what really Ofada rice is and establish standards for the product. ƒ Hence, CMRG undertook consumer surveys in selected locations using a set of information gathering tools in the effort to identify Ofada rice qualities. ƒ This segment of the report details CMRG’s findings from the qualitative research phase.

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RC 378525 Objectives & Action Standard

Objectives: ™ In specific terms, the study sought to: – Determine the characteristic qualities consumers use in identifying Ofada rice in milled and cooked forms. Quality attributes would include, but not be limited to taste, aroma, color, appearance, shape and size of grain, presence and or absence of foreign matters, grain composition, mixed varieties, cracked grain, moisture content, broken grain, cooking characteristics, etc. Other attributes such as the way and manner it is served; the sauce used, etc would also be considered as part of the characteristic attributes of Ofada rice. – Ascertain how consumers distinguish Ofada rice from other local rice in uncooked and cooked forms (Note: it may be that there are different types of rice that are known as Ofada rice, e.g. aromatic and non-aromatic). – Determine how findings from this survey can be used as a guide for developing a framework for a proposed market demand study of Ofada rice to be undertaken in few weeks time as part of the Ofada Rice Value Chain Development Action Plan. Action Standards: 9 Findings from this survey plus a parallel study on varietal information should be used to establish standards for Ofada rice in uncooked and cooked forms. - These standards may need to distinguish between aromatic and non-aromatic Ofada rice. 9 Standards when accepted and used by the industry are important both for establishing brand equity attributes and product category growth/market development parameters.

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RC 378525 Research Method

™ The study was conducted using Qualitative and Quantitative research methods. ™ The qualitative research technique stage using Focus Group Discussions and In Depth Interviews were used to elicit deep seated values, perceptions and impressions about Ofada rice thus pointing out the way forward on key product benefits and features. Target respondents ™The three target groups interviewed are: ™Professional Buyers (i.e. institutional buyers, caterers, restaurateurs and so on). ™Housewives. ™Consumers of cooked ofada rice . Group Size/Structure ™ A pilot group was conducted in Lagos before commencement of the FGDs.

Location FGDs IDIs Lagos Housewives BC1 Consumers C2D Males 3 (Professional Buyers) Abeokuta Housewives BC1 Consumers BC1 Males 2 (Professional Buyers) Ifo Housewives C2D Consumers C2D Females -

* The contact information of the professional Buyers interviewed are contained in the appendix

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RC 378525 Research Method Contd.

™ The quantitative research method employed the following respondent selection techniques: ™ Housewives (modified random sampling) ™ Professionals (purposive sampling technique) ™ Consumers (modified random sampling technique) The achieved sample is shown below: Consumers

Housewives Professional Buyers Achieved Sample =102 Lagos =50 Sex FemaleAchieved Sample 102 Total = 67 Location Lagos 52 =52 Location Abeokuta AbeokutaLagos 50 = 36 18-24Location 3 18-29 =61 25-29 14 Age Abeokuta =31 30-39 46 30 - 45 =41 40-45 39 Age ABOutlet Type 4 C1 9 Social Class Large: Fast Food Outlets = 14 C2 43 D46Small: Catering/Restaurants = 53 Social Class ABC1 =13 C2D =89

Marital Status Single = 49 Married =53

Educational Level None =2 Primary = 8 Secondary =48 Tertiary =44

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RC 378525 Executive Summary

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RC 378525 Introduction

ƒ As part of the Ofada Rice Value Chain Development Action Plan, a market research was conducted in November 2006, among Consumers of cooked Ofada rice, Housewives and Professional buyers in Lagos and Abeokuta, to identify and define the qualities of Ofada rice that distinguish it from other local rice. ƒ The results of the qualitative and quantitative research are summarized below:

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RC 378525 Key Findings From Qualitative Research

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RC 378525 Rice In General

ƒ Evidently, rice occupies an essential part of respondents’ menu. Its role in the home is further strengthened by children’s love for rice. ƒ There are two major kinds of rice identified by respondents, namely: imported rice and local rice ƒ These two kinds of rice are differentiated by place/mode of production and neatness. Imported rice includes all kinds of rice that are produced outside Nigeria and they are usually very neat with no stones or shafts. ƒ Generally, it is believed that imported rice has gone through some chemical processes that have reduced its ‘naturalness’, hence, it is also referred to as polished rice. The prominent brands mentioned by respondents are: Uncle Bens, Caprice, Tomatoes, Dangote,etc ƒ On the other hand, local rice comprises all kinds of rice that are locally produced in Nigeria. Respondents supposed that these kinds of rice retain a lot of their naturalness because they have not gone through chemical processes. The different brands available are mainly differentiated by place of production. They include: Ofada, Igbimo rice, Ilesa rice, Abakaliki, and so on.

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RC 378525 ƒ Imported rice is eaten more regularly than local rice. Reasons adduced for this are:

ƒ It is easy to cook. ƒ It is cheaper to cook. ƒ Does not take time. ƒ It can be made into different meals. ƒ It is easy to source.

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RC 378525 Ofada Rice

ƒ The study clearly revealed that ofada rice is a special delicacy eaten occasionally by respondents. Attractions to ofada rice lie mainly in its distinct taste and aroma. Other prominent qualities identified are: ƒ Relatively more dirty in appearance; containing stones, shafts, burnt rice etc ƒ Short but big grains ƒ Grain has brown/wine strips ƒ High starch content ƒ Ofada rice is mostly consumed at parties and in restaurants, preferably served in leaves (T.danielli). Although respondents professed savouring ofada rice, they eat it occasionally. In fact very few respondents have tried preparing it at home. The stress involved in cooking ofada rice, which has been identified as consisting of four to five stages discourages respondents from preparing it at home. ƒ Quite a number of respondents alleged that ofada rice is not ideal as a quick fix meal as it takes a lot of time to prepare. ƒ Basically, respondents identified two brands of ofada rice distinguished by time of harvest, colour of grains, and strength of odour. They are: ƒ White ofada: falls within the early harvest, mild odour, and it is whitish in colour ƒ Brown ofada: falls within the late harvest, very dry, strong odour, and it is brownish in colour

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RC 378525 . ƒ A few respondents alleged to have eaten ofada rice with two or three kinds of soup but it is most preferred with ofada sauce. The Ofada sauce is prepared using ‘atarodo’, ‘tatase’, onions, locust beans, palm oil, and assorted meat. ƒ Ofada rice is perceived to be more nutritious than imported rice due to the fact that it is in its natural state. ƒ Interestingly, the emotional value obtained in ofada rice is located in its indigenousness which connects respondents back to their roots. This explains why respondents make efforts towards using indigenous methods in its preparation.

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RC 378525 Ofada Rice Variants Evaluation

ƒ The three variants of ofada rice: Straw colour, White and Red Ofada were identified by housewives as ofada rice each of which emerged quite acceptable. However, amongst Lagos respondents, the red ofada was considered closest to their regular brands because of its appearance. The qualities in these variants which were considered similar to ofada rice include: ƒ Aroma ƒ Taste ƒ Shape of the grains ƒ Colour of the grains

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RC 378525 Key Findings From Quantitative Research

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RC 378525 Ofada Rice Consumption

ƒ The qualitative study established that Ofada rice is a special delicacy eaten occasionally. Quantitative findings from consumers and housewives confirm this “occasional” consumption status going by the fact that the proportion of consumers and housewives who consume Ofada rice frequently at least once in a week was 40% each, as against 60% each who consume it less frequently than once a week. ƒ The ‘occasional’ consumption profile of Ofada rice is derived from two main factors identified by respondents namely: expensiveness of the rice (mentioned by 56% and 62% of consumers and housewives respectively) and the fact that it is not commonly available (adduced by 56% and 48%) of consumers and housewives respectively). Long and stressful preparation process which was a major factor identified at the qualitative stage, received only an 8% spontaneous mention by survey respondents as a reason for consuming Ofada rice occasionally. ƒ This point is further confirmed by the results of attribute association for Ofada rice in which its association on being “expensive” and relatively “scarce/not easily available” was higher than its association on “discourages one from cooking it because of the stones/chaffs/dirts”. ƒ According to qualitative research, Ofada rice consumption is typically for adults but findings from quantitative stage disagree with this and indicate that both adults and children consume it. However, both phases of the study agree that Ofada rice is enjoyed by all classes of people – upper, middle and lower; rice and poor.

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RC 378525 Likes And Dislikes ƒ The major attractions of Ofada rice acknowledged by all categories of respondents including professional buyers include unique/special taste and aroma (described as locust beans), nutritious quality, and at an emotional level, its connection with “home” or local roots. ƒ A major dislike for Ofada rice is the presence of foreign matters (dirts, stones and chaffs). Other notable points of dislike include the expensive nature of the product, the long and stressful preparation process due mainly to the presence of foreign matters and the fact that it is not widely available like imported rice. All these weaknesses combine to limit the consumption of Ofada rice. Features Of Ofada Rice ƒ Spontaneously, all respondents ascribed distinctive features to Ofada rice which clearly differentiate it from other types of rice. ƒ Ofada rice in cooked form has a pleasant and inviting aroma, bigger but shorter grains, whitish in colour with brownish stripes, and tendency to swell or increase in size which somewhat confirms the opinion of focus groups participants that a little quantity fills one up. ƒ The raw Ofada rice, in relation to other types, is dirtier (contains stones, chaffs and stones), has shorter but bigger grains, brownish in colour with stripes and has a pleasant smell.

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RC 378525 Image Attributes ƒ In all, the image of Ofada rice is very positive and reveals strong consumer disposition to the product. The following attributes are strongly entrenched in Ofada rice. ƒ Heritage/Affinity: Emotionally seen as food item that connects one to one root/home ƒ Peculiar, natural taste/aroma/flavour: This is a fundamental cutting edge which consumers savour in the rice. ƒ Nutritional Quality: Perceived as more nourishing – due to its natural, “unchemicalised” state, which is a real value addition to the rice. Preparation & Mode of Serve ƒ All respondents regret the long, tedious process involved in preparing Ofada rice. The qualitative phase identified the following 4 –stage preparation or cooking process which was corroborated in the survey: blowing and picking; washing; parboiling/sieving and final cooking. ƒ Ofada rice is served with a special type of stew that is essentially locust bean- based with all sorts of local ingredients to further enhance the taste, aroma and flavour. ƒ The rice is served in special leaves or in plates. The use of leaves, which is more among professional buyers, serves to enhance the local feel and taste of the rice.

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RC 378525 Purchase ƒ Being a special type rice that is not widely available, Ofada rice is purchased from major open markets that specialise in it. ƒ In Lagos state, such markets include Mushin and Agege, while in Ogun State, the major markets are Lafenwa, Abeokuta and Ifo. ƒ While the professional buyers still prefer buying from these major outlets, consumers and housewives prefer buying from nearby shops as against their current practice of travelling some distances to buy it. Recommendations For Improvement Respondents across categories clamoured for the following improvements - Further processing to rid the rice of foreign matters. This was the over arching suggestion made by 82% of the professionals, 68% of housewives and 46% of the consumers. - Making it more available. This is the second most important suggestion from 37% of the professionals, 29% of the housewives and 40% of the consumers. - Making it more affordable, a point made by 36% of the professionals, 29% of housewives and 34% of the consumers. - Presenting it in convenient, modern packs; this came from 7% of professionals, 15% of housewives and 22% of consumers.

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RC 378525 Conclusions

From the evidence provided in this study, the following conclusions can be drawn:

¾ Consumers of Ofada rice can easily and clearly distinguish it (in both cooked and uncooked forms) from other local rice. ¾ Ofada rice has a strong equity that is rooted in both functional and emotional benefits. ¾ There is ample evidence in this study that the equity of Ofada rice can be further stretched to optimize returns to various stakeholders. ¾ The market welcomes, and is in deed eager for, more value additions to the production, packaging and distribution of the product. ¾ Consumer awareness of varietal differences in Ofada rice is currently quite weak. There seems to be a clear-cut set of attributes often associated with the acceptable Ofada rice. Some of these are positive ( unique aroma , pleasant taste, and higher nutritional benefits among others) while others are negative; presence of dirts/stones being the most prominent. ¾ Even though, not a major negative, further development efforts on Ofada should address the issue of its coming out marshy when cooked. Perhaps, addressing the short , broken nature of the grains would go a long way in this regard.

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RC 378525 Marketing Considerations

Need for Unique Positioning ‰ A highly differentiated marketing strategy will readily work on the side of Ofada rice since it has the requisite platform for such a strategy. Ofada rice is not lost in the crowd, it has distinctive features that set it apart, and it is rated better than other local rice on basic properties of taste, aroma and flavour. ‰ The perception that Ofada rice is more nourishing than other local rice and the emotional attachment to it as connecting consumers to local roots, further strengthens the product’s positioning as offering differential benefits.

Need to Strengthen the Equity of Ofada Rice ‰ Findings from this study show that client’s overall goal which is to maximize the value chain of Ofada rice is consistent with the desire of the market for an improvement in the production, packaging and distribution of Ofada rice. ‰ The Ofada rice equity would be stronger with improvements in the following areas: i. Product Processing: Making it neater in appearance by getting rid of foreign matters, an exercise that would remove the burdensome preparation process. ii. Packaging: Modernising and “convenienting” the product presentation format including introduction of various pack sizes, would increase appeal and purchase rate.

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RC 378525 Marketing Considerations iii. Distribution: The distribution of Ofada rice is at the moment selective, and this has largely contributed to its limited consumption. Widening the distribution network will increase access to the product. iv. Pricing: One of the major factors limiting the consumption of Ofada rice is its high price. The price is likely to come down by the time the distribution network is widened as the product will now become more available v. Advertising: The need to create more awareness about Ofada rice and its special benefits cannot be over emphasized. There is some evidence that not many know about the rice, and that many have not tasted it to appreciate its unique taste, aroma and flavour. Also, many are still oblivious of its higher that nutritious value compared with other local rice.

Need for Consumer Education 9 Importantly, effort to improve the processing of Ofada rice may not yield the desired result unless consumer education is mounted to correct the impression that a true Ofada rice is one that has stones, chaffs and dirts and that without these foreign matters, the natural quality is taken out. Consumers should be convinced that Ofada rice need not contain stones, dirts and chaffs to retain its peculiar/special taste, aroma and flavour. They need to be informed that the removal of such foreign matters does not amount to tampering with the natural intrinsic quality of the product, and that the aim is just to have a neat Ofada rice and ease the burden of blowing and picking stones and chaffs.

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RC 378525 Detailed Findings : Qualitative Research

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RC 378525 General Opinion on Food

ƒ Respondents exhibited remarkable differences in eating habits, choice of favourite food, when and how they are taken. ƒ Incidence/frequency of consumption also helped to define respondents’ classification of food, and by extension, values attached to them. In this context, two broad categories were identified namely: ƒ Regular food ƒ Special food /occasional food Regular foods ƒ Regular foods are those that are eaten often. They have the following characteristics: ƒ Easy to prepare ƒ Does not require too many ingredients ƒ Cooks fast ƒ The food items that fit into this category include: ƒ Rice ƒ Yam ƒ Beans ƒ Eba ƒ Amala ƒ Semovita ƒ Bread ƒ Moin moin ƒ Noodles (Indomie)

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RC 378525 ƒ Spaghetti ƒ Yam Porridge ƒ Lafun (cassava flour meal) ƒ Plantain ƒ Akara ƒ Fufu

Special foods/Occasional foods ƒ This is regarded as foods that are eaten occasionally. To some respondents, it is also their favourite food . Other characteristics include: ƒ Long process to prepare. ƒ More tasking to prepare. ƒ Requires a lot of ingredients. ƒ Prepared on special days.

“A food you don’t take often but once in a while”. Housewives, Lagos. “It must have a lot of ingredients”. Housewives, Lagos. “Food that you take your time to prepare”. Male Consumers, Lagos. “Foods you prepare on special occasion with special input or ingredients”. Male Consumers, Abeokuta.

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RC 378525 ƒ Foods identified by respondents in this category include: ƒ Pounded yam ƒ Ofada rice ƒ Yam Porridge (mentioned by a few professional buyers) ƒ Fried rice “If you are going to make pounded yam is going to give you a lot of stress”. Male Consumers, Lagos. “Pounded yam is a special food that takes time to cook”. Housewives, Abeokuta ƒ Another important factor that determines the kind of food regarded as special food is the tribe. Each tribe has its own kind of special food, determined by what is produced or most appreciated in that region. “It depends on the person’s tribe, if the person is an Ijebu person, I’ll expect Ikokore. If the person is from south-south, may be edikainkong”. Housewives, Abeokuta.

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RC 378525 Impressions about Rice General Impression ƒ Evidently, rice fills a prominent position in the meal outlook of respondents. Most claim to eat it sometimes two to three times a day. Ties to rice are further strengthened with children’s passion for it. Respondents claimed that all children like rice, so, it’s mandatory to eat it in the house often. “It appeals to children because they always prefer to eat it”. Housewives, Abeokuta. “It is easy to cook. You can eat it even twice in a day. It is nice”. Housewives, Lagos. “To me rice is special because children love eating it everyday”. Housewives, Ifo. ƒ Respondents identified a lot of benefits they derive from rice, namely: ƒ It is easy to cook. ƒ It is cheaper to cook. ƒ Does not take time. ƒ It is easy to digest. ƒ It can be made into different meals. ƒ It is easy to source. ƒ Both rural and urban respondents professed that despite the regularity of eating rice, it gives constant satisfaction “It is for everybody, it is fast to cook, easy to cook and easy to eat”. Professional Buyer, Abeokuta. “It doesn’t cost much to make”. Male Consumers, Lagos.

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RC 378525 “It is very important, it is a kind of food we eat very often”. Male Consumers, Abeokuta. “I eat rice every other day”. Male Consumers, Abeokuta. Varieties of Rice ƒ Spontaneously, respondents described rice as a staple food and this according to them is responsible for its many varieties. In its uncooked form, there are two basic types: the imported rice and the local rice. These two types of rice have different varieties as follow:

Tomatoes Ofada Moukwa Imported/ Caprice polished rice Uncle Bens Abakaliki Local Rice Ode rice Agric Mentioned by rural Dangote respondents Ilesa rice Igbimo rice

It’s a staple food it is easy to prepare. Male Consumers, Lagos. There is one they call Abakaliki, it is also a local rice. Housewives, Lagos. There is a local rice they call Igbimo rice in Ekiti. Housewives, Lagos. ƒ The urban respondents alleged to buy caprice more often than the others, they claimed that it is easily accessible. While the rural respondents have Agric as their favourite because it is cheaper than the others.

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RC 378525 ƒ These different varieties of rice are made into different kinds of rice meals, respondents identified this as an exceptional quality of rice. The different kinds of rice meals are: ƒ Jollof rice ƒ Fried rice ƒ Coconut rice ƒ Curry rice ƒ French rice ƒ Concoction (i.e. Rice Porridge) ƒ Perfumed rice ƒ Chinese rice ƒ Risto rice ƒ Ground rice ƒ Pineapple upside down ƒ White rice Ground rice, it is very white, it is like semo and it is more expensive than the normal rice. Housewives, Abeokuta. You can even make it in different varieties, you can make it in concoction, jollof rice, fried rice, coconut rice etc. Housewives, Lagos.

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RC 378525 ƒ Amongst these different varieties exist also the classification into regular food and special food. The regular rice consists of those varieties that are easy to cook and does not involve a lot of ingredients. They include: ƒ Jollof rice ƒ White rice ƒ Concoction ƒ Special rice refers to those varieties that require a lot of ingredients in their preparation and they form a bulk of the list. Some of these varieties are named after their main ingredients: curry, coconut, pineapple, these ingredients constitute the uniqueness of such varieties which gives the special taste and look. Special rice include: ƒ Fried rice ƒ Coconut rice ƒ Curry rice ƒ French rice ƒ Perfumed rice ƒ Chinese rice ƒ Risto rice ƒ Ground rice ƒ Pineapple upside down

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RC 378525 ƒ Imported rice can be easily used for any of these types of rice meals while it is difficult to use local rice. Some respondents in the rural areas however claimed to have used ofada to make jollof rice even though the urban respondents largely refuted this claim. To them, the acceptable method of cooking ofada rice involves use of lots of water, so that it is sieved when cooked which then makes it impossible to use it in jollof rice preparation. “There are differences, the rice used in preparing jollof rice is imported rice and the rice you use in preparing ofada is local rice that is planted here in Nigeria”. Female Professional Buyer, Lagos “You can use ofada rice to prepare jollof rice”. Housewives, Ifo “I know someone who always use ofada to prepare jollof rice”. Housewives, Ifo.

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RC 378525 Opinion/Perception of Ofada Rice

General Impression ƒ Generally, respondents identified Ofada rice as local Nigerian rice. It falls within the group of special food. Of particular appeal was its strong tendency to satisfy respondents’ urge for a traditional meal which combines pleasant taste with a sense of connection with “the roots” in a delightful way. Ofada’s uniqueness can be located rather curiously, in the urge by consumers in both urban/rural areas to identify with a local delicacy which is remarkably different. It’s a local rice; it’s locally grown. Male, Consumers, Lagos. I will say it is Nigerian made rice, from Ogun state, you can et it to buy from Abeokuta, Ifo, and ofada town. Professional Buyer, Lagos. ƒ The respondents enthused uncannily about the process of milling ofada rice, the mode of preparation, sauce that goes with it and method of serving and so on. These combined to give a reassuring feeling of a native meal with class and distinction. There is this special stew they prepare with ofada rice with atarodo, it is quite different from the stew prepared for the normal rice. Male Consumers, Abeokuta. Yes, when you eat in the leaves, you feel like eating more and more. Female Professional Buyer, Lagos ƒ While professional buyers gave a detailed description of Ofada rice, consumers gave a generalized description. Nevertheless, all respondents consented to its filling

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RC 378525 nature, a little of Ofada rice will get you satisfied. By the time you take a small quantity of ofada rice, I think you are filled up especially when you have a very good stew to eat it. Housewives, Abeokuta ƒ Spontaneously, respondents had overtly declared savouring Ofada rice. Specific likes include: ƒ The Aroma : This attribute stands out as a distinct quality of Ofada rice. Respondents found it difficult to describe the aroma, which they insisted was local. A few respondents however described it as close to locust beans aroma. I like it because of the aroma and the leaves. Female Professional buyers, Lagos. ƒ The Taste: respondents find its taste very appealing, which leaves them with a lasting feel. The taste is distinct and different from any other kind of food. Ofada rice has a different taste entirely from imported rice. Female Professional Buyer, Lagos. ƒ The serving mode: Serving ofada rice with its sauce was seen as giving it a tasty flavour that suits the mouth. For some, especially male respondents, it is the ofada sauce that makes ofada rice delicious. Female respondents claimed to like it more when served in leaves. The leaves, according to them gives it an additional aroma that helps it retain its indigenousness. The taste, aroma, when you open it from the leaves, it has this unique aroma. Male, Consumers, Lagos.

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RC 378525 The leaf has its own taste,. It brings the taste and the smell of Ofada rice out. Male Professional Buyer, Abeokuta ƒ It is filling: Another attraction to ofada is that a little quantity has the capacity to satisfy than imported rice. ƒ Except for the appearance of ofada rice, (i.e. the stones, shafts, burnt rice) as mentioned by female respondents ; which makes it difficult and stressful to cook, no deterrence was expressed towards ofada rice. It is a little bit stressful to prepare. Female Professional Buyer, Lagos. Ofada Consumption Habits ƒ Respondents eat Ofada rice more often in the restaurants and parties than at home. The stress involved in its cooking usually discourage respondents from preparing ofada at home. Ofada rice is best preferred with ofada sauce made with ‘atarado’, ‘tatase’,palm oil, iru, and assorted meat – ‘shaki’, ‘ponmo’, liver etc . I will say it has gotten promotion through parties, if you have not cooked ofada, you have not had your delicacy correct at your party. From there, the eateries are now copying because it is believed that it has natural taste. Male Consumers, Lagos. ƒ Although all respondents (consumers, housewives, and professional buyers) endorsed the fact that tomato is not part of the essential ingredients, some respondents in Lagos professed that they add tomatoes to reduce the intensity of it’s hotness.

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RC 378525 I grind the green pepper, I put enough tomatoes you know some people don’t like only green pepper, actually ofada rice soup suppose not to have tomatoes but you know Lagos system. Female professional Buyer, Lagos. ƒ Interestingly, a professional buyer in Abeokuta stated that two kinds of sauces are prepared for ofada rice: Ofada soup and ofada vegetable. According to him, customers prefer to use the two soups in eating Ofada rice. The ofada vegetable is specifically meant for ofada rice, its ingredient are: ‘ugwu’, ‘efirin’, atarodo, tatase, dry fish, stock fish and assorted meat. We can also use special vegetable provided anybody request for it. Male Professional Buyer, Abeokuta. They like the combination that is vegetable and ofada soup. Male Professional Buyer, Abeokuta. ƒ Respondents usually serve ofada in leaf, this they believe add more flavour to the food. However, housewives who prepare Ofada at home usually serve it in plates although they attested that the leaf adds a pleasant flavour to the meal. Ofada is mostly packed in leaves everything in leaves always have special aroma even moinmoin because the leaves add to the aroma of whatever it contains or is used to wrap. Housewives, Ifo. Purchasing Habits ƒ Despite the claim that the aroma easily distinguishes ofada rice from other local rice, the need to get the right kind of ofada rice propels respondents to buy from Abeokuta, where it is produced. Apart from this, professional buyers usually

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RC 378525 identify a particular trusted seller that they continuously buy from, whom they believe will sell the right product to them. I buy my ofada rice in Ifo at times at Agege here. Female Professional Buyer, Lagos. I do go to Ifo to buy it. Female Professional Buyer, Lagos. ƒ Lagos respondents (Professional buyers, consumers, and housewives), displayed high confidence in purchasing ofada rice from Abeokuta. A few housewives further alleged to send friends to buy for them from Abeokuta, in order to cut the cost of traveling. People go to Abeokuta to buy for me. Housewives, Lagos ƒ The case is slightly different with Abeokuta and Ifo respondents who buy ofada rice from their open markets, some of which are ‘Omida’, ‘Kuto’, ‘Itokun’ etc. although they also endorsed the fact that it is not as widely available as imported rice. Kuto market, Itokun market, in fact, all the markets in Abeokuta. Housewives, Abeokuta. ƒ Some other respondents in Lagos also buy from the open markets, namely: Agege, and Mushin. These markets usually have the ofada section specifically dedicated to sales of ofada. I do go to Mushin to buy myself. Housewives, Lagos. ƒ Reasonably, professional buyers buy in large quantity (between N30,000-N80,000),

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RC 378525 but consumers and housewives buy in small quantity, just enough to be cooked twice or at most five times. “I buy from Abeokuta. I may buy up to N40,000 or N60,000 at times”. Female Professional Buyer, Lagos We usually buy in bags like 2-4 bags. We bought 5 bags yesterday. Male Professional Buyer, Abeokuta “I have a regular seller I buy from”. Female Professional Buyer, Lagos ƒ Consumers and housewives also seldom purchase ofada rice and even when they do, they buy in extremely small quantities compared to their purchase of imported rice. Reasons adduced for this include: ƒ Ofada rice is very expensive ƒ Ofada rice is very stressful to prepare ƒ The process of cooking takes a long time such that you cannot think of preparing it when you are hungry. Cooking Habits ƒ As described by the housewives and professionals, the process involved in cooking ofada rice can be broken down into 4, namely: ƒ Blowing and Picking ƒ Washing ƒ Parboiling and sieving ƒ Final cooking

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RC 378525 ƒ Blowing and picking: The ofada rice to be cooked is poured into the tray and blown to remove the shafts, after which the rice is carefully picked to remove the stones, burnt rice and other strange particles. This stage ensures that the rice is a little clean. A few respondents however, do not pick after blowing, they just move on to the next stage. We first blow the shaft away and pick the stones. Housewives, Abeokuta ƒ Washing: When properly blown and picked, the rice is then washed in water, and poured inside the boiling water for parboiling. ƒ Parboiling and sieving: This process performs two functions, it removes the excess starch in the rice and also ensures that no stone remains in it. When the rice boils to a certain degree, it is then poured into a bowl for sieving. A good number of respondents stated that a calabash is a more effective tool for sieving, while others declared that they just use ordinary bowls. The sieving is usually done two or three times to ensure that all the stones have been removed. ƒ Final cooking: After parboiling, the rice is then poured back into boiling water and a little salt is added. Some professional buyers however alleged that they do not add salt to it so as to preserve it for a long period. Some housewives also claimed to add a little vegetable oil and onions to further increase its pleasantness in the mouth.

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RC 378525 I cook by parboiling it sieving the sand out pour it back in the pot and cook it straight. Female Professional Buyer, Lagos. You pick it first, wash it, then you start to shuffle it, to separate it from stones. You parboil t, remove the water put a new one and put in on fire until it is soft then put some salt. Housewives, Lagos. you might pick the stones first, blow the shaft, parboil it, wash it in cold water and then finish the cooking. Housewives, Abeokuta. Yes, you have to parboil it and remove the water before you can complete the cooking. Male Professional Buyer, Abeokuta. ƒ Some respondents skip one or two of these stages, the last two stages are however observed by all respondents. The Typical Consumer ƒ Respondents were reluctant to describe the typical consumer of ofada rice, stating that it is for everybody. Observably, however, the typical consumer will be adults, as respondents supposed that children do eat it sometimes but they do not like it as much as the other types of rice meals. Thus, the profile of the typical ofada rice consumer includes male and female adults in both the urban/rural areas with discerning taste for pleasant local flavour on their rice. ƒ Ofada rice consumption cuts across all social classes ( upper, middle, and lower), despite its high price, which explains the reason it is seldomly consumed. However, rural

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RC 378525 respondents opined that ofada rice is meant for the rich because it is very expensive. It is meant for both the rich men and the poor men. Male Professional Buyer, Abeokuta. Brands of Ofada Rice ƒ Though awareness of different brands of ofada rice is not very distinct, generally, respondents identified two types. The two types varied in names from city to city, and person to person. ƒ Professional buyers in Lagos clearly averred that there are two kinds which is basically determined by the time of harvest, they are: ƒ Wet ofada rice: This refers to those harvested early, hence they are not properly dry. The aroma from the grains are also not very strong and it is usually difficult to determine if it is ofada rice or otherwise. The colour of the grains are whitish and it is usually cleaner than the second type. ƒ Dry ofada rice: This set describes those that have been allowed to dry fully. The aroma from the grains is usually very strong and easily identifiable amongst other kinds of rice. It is usually very dirty and the grains are brown in colour. We have different kinds of ofada nowadays, they will tell you there is wet ofada, there is dry ofada, they have seasons. Female professional Buyer, Lagos. At times when we buy the aroma doesn’t come out and that is when we know this

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RC 378525 one is not a dry ofada. And if you buy the dry ones and cook it here in fact everybody will know that ofada is in the house. Female professional Buyer, Lagos. ƒ Housewives in Lagos had a similar opinion but described it differently, the two varieties identified are: ƒ White ofada rice: The colour of the grains is white and it is cleaner. ƒ Brown ofada rice: The colour of the grains is brown and it contains a lot of dirt. The aroma is also stronger. There is white and brown. Housewives, Lagos. The brown one is dirtier not that the white one is not dirty. Housewives, Lagos. ƒ Abeokuta respondents seemed to have a more divergent view. According to them there are two kinds of ofada rice: ‘OLomo owu’ and the ordinary Ofada rice. ƒ Olomo owu : The grains are bigger in size, and white in colour. It is cleaner and more appealing in its uncooked form. ƒ Ordinary ofada rice: It is brown in colour and the aroma is very strong and distinct. This is regarded as the real ofada rice, it has a lot of dirt and it is predominantly brownish in appearance. That olomo owu is the fresh one that is newly peeled. It is pure white and the grains are bulky. The other one is the dried one more dried than olomo owu. Housewives, Abeokuta.

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RC 378525 Qualities of Ofada Rice

ƒ Observably, ofada rice is distinctly different from imported rice but it has a close resemblance with other kinds of local rice. The kinds of rice spontaneously identified by respondents are: ƒ Imported rice: Caprice, Tomato, Uncle Bens ƒ Local rice: Abakaliki, Ofada, Igbimo rice, Ilesa rice, etc ƒ The different kinds of imported rice are basically similar in their features, as well as the different kinds of local rice. The most prominent quality which differentiates Ofada rice from other kinds of local rice is its aroma. ƒ Respondents professed that ofada rice has a very strong and appealing peculiar aroma, which is noticeable both in its cooked and uncooked form. Closest descriptions to this aroma was that of locust beans known as “iru” amongst the Yorubas. ƒ The features of the different kinds of rice as identified by respondents include:

Imported Rice Other kinds of local rice e.g. Ofada Abakaliki Very neat Neat Relatively, very dirty contains stones, shafts, burnt rice etc Tiny but long grains Short but big grains Short but big grains Easy to cook Difficult to prepare Difficult to prepare

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RC 378525 Imported Rice Other kinds of local rice e.g. Ofada Abakaliki

Mild/no aroma Has little aroma Very strong/unique aroma No stripes No noticeable stripes Grains has brown/wine stripes Low starch content High starch content High starch content Widely available Widely available Not common Long Round/oblong Round/oblong

Its grain has a different shape, it’s not tiny like the other ones. The grain is short and big. Housewives, Abeokuta ƒ Prominent among the features of Ofada rice is the ‘Taste’. The taste is further enhanced when served with the Ofada sauce and it gives an over all impression of home cooking or something natural and highly delicious. ƒ In its cooked form, Ofada is best eaten in leaf (T.danielli) which respondents said gives the rice an additional aroma that makes it more appealing. Yes, the packaging of the ofada rice, if you really want to enjoy it, eat it in the leaf because ofada is a leaf rice, the kind of aroma that comes out is something else like when you package moin moin in a leaf, it gives a nice smell. Female, Professional buyer, Lagos.

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RC 378525 ƒ Importantly, ofada is seen as a local dish, and respondents opined that everything that has to do with it must be local. The source that goes with it, is regarded as a local source prepared with, Atarodo, Tatase, Onions, Locust beans, Palm oil, Assorted meat (‘Shaki’, beef, ‘Ponmo’, etc). ƒ Evidently, consumers had a more in depth description of Ofada rice in its cooked form than in its uncooked form. In fact some consumers alleged not to have cooked ofada in their homes before because of the tedious process involved in its cooking. ƒ Clearly, the specific qualities identified with ofada rice in cooked and uncooked form are:

Cooked form Uncooked form Strong Aroma Strong Aroma Whitish Grayish Popped out grains Short but big grains Clean with few burnt rice Rough looking Grains have brown/wine stripes Grains have brown/wine stripes T.Danielli leaf - Local sauce -

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RC 378525 Benefits/Values of Ofada Rice ƒ Apart from the general satisfaction that is derived from ofada rice , respondents alleged that it has more nutritional value. This perception is driven by the fact that Ofada rice is considered to be in it’s natural state. Imported rice is believed to have gone through a lot of chemical processes that have reduced their nutritional value. This benefit was, however regarded as readily available in Ofada rice. Ofada is not polished rice, it has never undergone any chemical process. It’s more natural than the others. Male, Professional Buyer, Abeokuta. It’s more nutritious than the all these other rice. Housewives, Lagos. ƒ In addition to the perceived higher nutritional value, Lagos respondents (especially) also derive some emotional benefits. Ofada rice is regarded as a local meal that connects you back to the root. Eating ofada rice helps respondents to reminisce on their village food (the aroma, the taste, the ingredients). It makes you remember your grannies, the way they cook in all this local way in the coal pot. Female, professional Buyer, Lagos. ƒ Logically, the emotional value fully explains the rationale behind cooking and eating ofada rice in a different way, so as to retain the indigenousness.

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RC 378525 Product Evaluation

ƒ Three kinds of products were tested by housewives in Lagos, Ifo and Abeokuta. The products tested are:

Red Ofada Tested in Lagos Straw Colour Ofada

White Ofada Tested in Abeokuta and Ifo

ƒ Generally, respondents identified all the products as ofada rice, especially on the strength of the perceived strong aroma from the products. ƒ Reactions elicited on each product are as follows: Red Ofada ƒ This was described as: brown in colour, with a very strong aroma. Respondents supposed it is the real ofada rice. Nonetheless, its appearance was considered appalling, the colour of the grains and the dirt, served as a major disincentive to this brand. When cooked, this product tends to be more appealing with its aroma and taste. ƒ Overall, in Lagos, this product was considered closest to Ofada and most preferred by a good number of respondents. It can therefore be inferred that

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RC 378525 even though, the appearance in uncooked form was largely unappealing, this variant delivered well on the attributes of pleasant taste and strong aroma when cooked. Merely looking at it I will prefer the white one because it is cleaner but when you cook them, the brown is sweeter and smells better than the white one. Housewives, Lagos The brown one looks more of ofada than the white. Housewives, Lagos The aroma in the brown one is sharper than the white one. Housewives, Lagos Straw Colour Ofada ƒ Whitish in colour and more appealing. It’s appearance tend to be more attractive and neater. When cooked, the aroma is milder and the taste not as distinct as the red ofada. A few respondents who found it more appealing than the red ofada, alleged that it ‘swells’ better when cooked, hence, more filling. ƒ Both the red and straw colour ofada were more preferred than regular brands because the dirt was minimal which makes it less stressful to cook. The brown one when it was boiling was bringing out brown water while the white one was bringing out white water. After boiling, the brown one was still brown in colour while the white one was white and looks cleaner, so I prefer the white one. Housewives, Lagos White Ofada ƒ This brand attracted a positive reaction as respondents claimed that the dirt in it

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RC 378525 was minimal. The process of cooking was necessarily the same with the mode of cooking their normal ofada rice, although respondents commended that it was a lot more stress free. The aroma and taste were also seen about the same as the normal ofada rice. ƒ All respondents claimed that they would buy it if available in the market and it was more preferred over their regular brands. It’s fantastic, nice, less strenuous to cook and there is no stone in it. Housewives, Abeokuta.

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RC 378525 Suggestions for Improvement

ƒ It was quite obvious that ofada rice is considered a special delicacy in most homes but very few homes do prepare it. ƒ The perceived long and stressful process involved in cooking ofada rice remains a strong disincentive to regular consumption of ofada rice in the home. Respondents therefore suggested the following improvements: ƒ The strange particles in ofada rice should be totally removed. ƒ Efforts should be made to create more awareness for the product. ƒ The product could be packaged such that it becomes more appealing in its uncooked form. ƒ The price should be brought down. ƒ Farmers should be encouraged to grow ofada rice to increase production so that it be comes readily available like other kinds of rice. It should be refined, as in the stones and the shaft be removed without tampering with its natural taste. Housewives, Lagos

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RC 378525 Appendix

Professional Buyers Contact Information

Name/ Telephone Position Outlet Name Address No. Mama Tee Owner Mama Tee Shopping Plaza, 119, Awolowo way, 08033061303 Allen Junction, Ikeja. Lagos

Mrs Oyedele Marketing Sweet Sweet Mothers, Sabo Junction, 08034829792 Manager Mothers Ojodu. Lagos Mrs Ayeni Cook Lascofis Lascofis Guest House, 13 Isaacstan 08033261044 Guest House close, off Wemco Road, Volvo Bus stop, Ogba. Lagos Mr. Sunday Manager Lagos Lagos Restaurant Omodara Restaurant Okeilewo, Abeokuta. 08035342384 Jamiyu Adejumo Manager Madojutimi Madojutimi Restaurant, Abiola way Restaurant Olorunsogo, Abeokuta.

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RC 378525 Detailed Findings : Qualitative Research

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RC 378525 Section 1:Housewives

• This segment was conducted amongst a total sample of 102 respondents across urban and rural areas in Lagos and Abeokuta. The “AB” socio-economic class groups accounted for 4% of achieved sample. Middle/lower middle social class respondents “C1C2”, represent 52% of the sample, whilst the “D” class households made up the balance 46%. • All the respondents were housewives aged 18-45 yeas. Achieved Sample Sex Female 102 Lagos 52 Location Abeokuta 50 18-24 3 25-29 14 Age 30-39 46 40-45 39 AB 4 C1 9 Social Class C2 43 D46

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RC 378525 Food Items Consumed Nowadays

n=102 Rice 100

Beans 88

Female Yam 86

Maize 77

Millet 36

• Besides Rice, other food items prominently consumed by the respondents include; Beans, Yam, Maize and related foods.

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RC 378525 Frequency of Consumption: Ofada Rice

a t u k s 1 n=102 o 9 5 l o a e 2 4 C t g D b - - B o a 8 0 2 A T L 1 3 A C 102 13 89 52 50 17 85 Everyday 8 6 10 6 888 24 Several times a week 18 15 13 8 11 12 35 29 23 23 22 Once a week 16 20

Every 2 weeks 7 8 667 8 7 23 Every 3 weeks 13 12 14 12 13 11

37 38 36 41 39 Monthly 18 23

• The majority (57%) eat ofada rice less often than once a week. Amongst the more frequent consumers however, whilst 23% eat it once a week, a substantially lower proportion, 13% consume Ofada rice several times within the same period. Only 8% especially in the Abeokuta (16%), eat Ofada rice regularly everyday. • This tends to imply that Ofada rice is still largely more an occasional than regular food item.

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RC 378525 Reasons For Not Consuming More often Than Once A Week n=58 Abeokut 18- ABC Total Lagos 30-45 C2D a 29 1 Total 58 30 28 6 52 7 51 % % % % % % % It is expensive 62 57 68 33 65 57 63 It is not commonly 48 57 39 67 46 43 49 available I only eat on occasions/It is a special food 40 57 21 33 40 71 36

Not easy to prepare 7 3 11 0 8 0 8

• Amongst the respondents taking Ofada rice less often than once a week, its perceived extremely high cost (62%) and non-availability (48%) emerged as key disincentives. Perhaps, these jointly informed the perception of Ofada as a food item “I only eat on occasions”.

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RC 378525 Recency of Consumption: Ofada Rice

a t s 1 u 9 5 o l k 2 4 C a g o - - D B t a e 8 0 2 o L b 1 3 A C n=102 T A 102 52 50 17 85 13 89 15 8 4 12 6 8 7 Today 59 25 30 27 21 19 15 Less than a week ago

23 31 15 12 15 12 A week ago 6

15 15 14 16 16 2-3 weeks ago 6 8

31 16 17 14 18 13 A month ago 6

22 24 24 25 19 12 More than a month ago 0

• Again, the majority (53%) last consumed Ofada rice over one week from time of interview. Of the 48% who last ate it within the week of interview, only 8% mentioned eating Ofada rice on the day of interview.

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RC 378525 n=102 Particular Likes And Dislikes

Has special taste 72 Has special aroma 55 It is more nourishing than other rice It gives me a local/home feeling 54

Doesn't contain much starch 26 Likes It does not contain chemicals Dislikes 15 Has no side effects when consumed 12 -80 The dirt/stones/chaffs

It takes11 a long/stressful process to prepare 42 It is expensive 31 It is not easily available

25 It is not available in convenient packs

• Unique/special taste (72%) recorded prominence as the key attraction to Ofada rice. Other strong areas of consumer likes include Ofada’s aroma (55%) and nourishing3 ability (54%). • However, presence of stones/chaffs (80%) and tedious preparation process (42%) emerged the main areas of consumer dissatisfaction. 31% and 25% respectively further mentioned high cost and non-availability.

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RC 378525 Distinguishing Features Of Ofada Rice – Uncooked/Raw

n=102 Colour Appearance Shape

47

It's brownish/It has 39 It appears dirty 35 It's oval in shape brown colour

30 Roundish 24 Off-whitish in colour Whole and broken grains 15 8 It's shorter than other local rice It has white colour Rough 12 11 7 Oblong in shape Off white with stripes 9 Others 11 7 7 Can't say 3 It's small and broken It looks milky and creamy 3 3 5 It's small It's brown and black Small, have dirts and chaff 3 2 4 it's bigger than other local rice White and black It's dusty/Sometimes dusty

• Respondents identified uncooked Ofada rice as having brownish and off-whitish colour, and seemingly “dirty” appearance with a blend of whole and broken grains. • Shape of grain was variously described as oval (47%), roundish (24%) and oblong (7%).

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RC 378525 Distinguishing Features Of Ofada Rice – Uncooked/Raw

n=102

Composition of Grain Size of Grain Presence/Absence of Foreign Matters 48 17 Short in size/small in Whole and broken size Presence of foreign 14 14 It's long in size matters 60 Contains stones and sand 7 17 Presence of dirts Dirt Chaff and stone Not too long in size stones and chaff 9 4 Chaff and stone 10 25 Stones and sand/ Big but shorter grain Stones sand and chaff It consists of stones 3 21 Contains stone and 4 Whole and black grain Not equal in size 2 sand 12 10 Presence of stones Don't know It's tiny 8 and dirts Dark/white grain 2 Has stone and black 1 Oblong size 4 particles/Has particles

• Ofada rice was further characterised with shorter size of grains (perhaps, in comparison with imported rice), visible presence of stones/chaff and specks of black grains forming a blend with the full sized grains.

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RC 378525 Distinguishing Features Of Ofada Rice – Uncooked/Raw

n=102 Types of Variety Condition of the grain Broken or cracked)

Moisture content 49 16 It is always broken and Purely local variety cracked 80 7 Brownish in colour 13 It's broken Dry 16 White and brown 12 Cracked ones are Dried and half 7 5 present dried Ilesha type 20 31 Dry and damped/ Whole grain mainly 5 Not too dry Only one type 4 Don't know 5 Mokwa type 2 Broken and whole grain 11 Foreign/Imported

• The housewives identified essentially one type of Ofada rice, even a few each further mentioned Ilesa (5%) and Mokwa (2%) types of Ofada rice in apparent description of where these types are sourced. Ofada rice grains are mostly cracked/broken (49%) whilst the moisture content when uncooked is dry (80%).

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RC 378525 Whether or not Differentiate Between Uncooked/Ofada Rice and Other Local Rice

n=75 n=102

Ofada Rice Yes No Don't Know Other Local Rice

It's dirty 40

Has pleasant smell It is not dirty

20 43 Yes,It's 75 short with dark mark White in colour 20 23 It is more tiny Has natural smell

17 12 It is brown in colour Has no stripe on it 9 Don't Has stones and chaffs They are 7small in size 7 It has brown stripes Doesn't5 consist of Know, 8 stones and chaff 5 5 No, 17

• Not surprisingly, the bulk (75%) of sampled housewives answered in the affirmative when probed on whether or not they could differentiate between uncooked Ofada and other local rice. • The key areas of distinction are in relation to the dirty appearance, pleasant smell and shorter grains with dark stripes.

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RC 378525 Distinguishing Features Of Ofada Rice – Cooked

n=102 Taste Aroma Colour 80 Has a pleasant taste it's white with brown stripes Inviting/pleasant aroma Has white colour 33

Unique aroma 29 It is delicious 7 It's brownish 93 White with black18 stripes Has local aroma 3 6 Off white Don't know 1 It has a sweet taste 4 4 White with dark marks

Not inviting 1 its creamy/creamy3 colur with brown stripes

Others Not too brown/brown3 and off white Has natural taste 2 1 3 Other 1 1 It's sweeter than 2 the agric ones It iasies is fine/Has 2 nourishing taste 2 Others

• The respondents identified cooked Ofada rice with its pleasant taste (80%) and inviting/discernible aroma (93%). It still retains its white with brown stripes appearance, which was also fairly described as white.

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RC 378525 Distinguishing Features Of Ofada Rice – Cooked

n=102 Size of Grain Appearance Shape

26 bigger in size/Bigger It's marshy than uncooked rice It is oval in shape It's well seperated/it's not marshy It is small/It is short Cracked when cooked It's roundish 49 19 65 Sticks together because of stach in it Bigger in shape after being cooked/fatter than 19 uncooked 25 Big and fat/It is fat It's always small and robust/short and robust 12 13 Has oblong9 shape Appears attractive/Looks neat It's long in size 7 Others 6 Can't say 8 4 It swells up/It's big It is tiny It's short and cracked 4 6 5

3 3 Others Others 5 2 3

• Cooked Ofada rice also turns out marshy (26%) and cracked (19%) even though, about 20% felt otherwise. It retains the oval (49%), roundish shape (25%) shape whilst the impression that the grains swell and become bigger when cooked emerged quite significant.

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RC 378525 Whether or not Differentiate Between cooked Ofada Rice and Other Local Rice

Yes No Can't Say Ofada Rice Other Local Rice

Has plesant aroma/has nice odour Not as sweet in33 taste as ofada 31 Has pleasant taste 29Unpleasant aroma 27 Bigger is size 15Whitish in colour without stripe 14 Yes, 82 Whitish in colour with brown stripe 10 small in size 13 It's sweeter 10 Unpleasant taste 10 It nutritious/More proteinous 8 Others 10 Others 7 Creamy with brown stripes 6 It's marshy 6 Can't Say, 5 Not wide as ofada rice after being 5 It is sometimes marshy 5 cooked Wider shape after being cooked 5 It's long 5 No, 13 Normal aroma 5

• Again, an overwhelming proportion (82%) would readily differentiate cooked Ofada from other local rice. Its unique/pleasant aroma and taste again represent strongest distinguishing factors.

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RC 378525 Differentiating Features of Ofada Rice

Key Qualities Uniqueness n=102 32 29 39 24 30

21 12 13 9 7 7 7 delicious/nutritious sweet/pleasant offoreign Presence The stripes on it on The stripes The dirtinit /peculiar aroma Brownish colour Attractive matters likechaff Doesn't contain The sweet/pleasant The dirtinit /peculiar aroma delicious/nutritious chemical it's chemical Attractive and stones natural taste The It is It is taste

• Consumers specific areas of likes and Ofada rice’s distinguishing features again re-emerged as key qualities and unique attributes which define the character of the food item. These are in relation to the peculiar aroma, pleasant taste and presence of stones/chaffs when uncooked.

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RC 378525 Ofada Rice Attributes Ratings: Using A 5 Point Likert Agree/Disagree Scale

Abeokut Total Lagos a 18-24 25-29 30-39 40-45 Is the food that takes one to one's root 4.66 4.62 4.70 5.00 4.79 4.63 4.62 Is food everybody would want to take 4.22 4.15 4.28 3.67 4.21 4.26 4.21 Is special food for special people 4.44 4.31 4.58 5.00 4.21 4.41 4.51 Is food for adults (30+) 2.66 2.37 2.96 2.33 2.71 2.65 2.67 Has a peculiar natural taste 4.67 4.50 4.84 5.00 4.64 4.70 4.62 Has a peculiar natural flavour 4.75 4.62 4.88 5.00 4.79 4.70 4.77 Is nutritious 4.61 4.56 4.66 5.00 4.79 4.70 4.41 Is rice with no chemicals 4.02 3.67 4.38 5.00 3.93 4.22 3.74 Is scarce /not easily available 4.14 4.19 4.08 4.67 3.71 4.11 4.28 Is rice for the elite/rich 2.95 2.40 3.52 3.67 3.29 2.85 2.90 Food for people with taste 3.93 3.37 4.52 4.67 4.00 3.93 3.85 Discourages one from cooking it because of the stones/chaffs/dirt 3.89 3.94 3.84 4.67 3.07 4.09 3.90 Is expensive 4.27 3.88 4.68 5.00 4.14 4.33 4.21 Tastes better than other local rice 4.64 4.35 4.94 4.67 4.36 4.78 4.56 Not many people know about 3.72 3.83 3.60 3.67 2.93 3.72 4.00 Should be available in convenient packs 4.48 4.33 4.64 5.00 4.43 4.50 4.44 Should be further processed to remove the stones/dirt/chaffs 4.68 4.56 4.80 5.00 4.57 4.67 4.69 Should be sold everywhere/be widely available 4.73 4.65 4.80 5.00 4.57 4.74 4.74

• Respondents agreed with all the statements associated with Ofada rice but disagreed with finding from qualitative that it is for adults. They agreed that Ofada rice is for everybody (upper, middle and lower class); a view point also upheld by focus groups participants.

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RC 378525 Preparation of Ofada Rice n=102

Parboil pour inside bowl to remove stones and dirts, pour inside bowl 22 to wash, then pour it back inside the pot to cook Pick stones and chaffs then blow it very well, 22 parboil and rinse, then cook it finally Put water inside pot for some minutes put 16 the washed rice in the warm water Boil the water, separate dirty particles pour the rice in the boiling water for about 14 30minutes, then serve Wash the rice clean very well before putting 9 it into the pot

Pick the stones wash parboil and cook 3 again

• The above describes the laborious preparation process which involves blowing and picking, washing, parboiling and sieving and final cooking.

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RC 378525 How Do you Serve Ofada Rice

n=102

Total Lagos Abeokuta 18-24 25-29 30-39 40-45 AB C1 C2 D

102 52 50 3 14 46 39 4 9 43 46

% % % % % % % % % % %

Inside the plate 64 63 64 67 64 67 59 75 56 58 70

Serve inside leaves 42 48 36 33 36 41 46 50 44 47 37

Cooler 1 0 2 0 0 0 3 0 0 2 0

• Ofada rice may be served in plates or tin the traditional leaves.

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RC 378525 Type of Sauce With Which Serve Ofada Rice

n=102

Abeo Total Lagos kuta 18-24 25-29 30-39 40-45 AB C1 C2 D

102 52 50 3 14 46 39 4 9 43 46

% % % % % % % % % % %

Fried stew with locust bean 67 48 86 100 57 70 64 75 78 72 59 Pepper Soya beans stew with locust bean 21 35 6 0 36 22 15 0 11 12 33 Local stew with oil and locust bean 7 10 4 0 7 4 10 25 11 7 4

Egusi soup 1 0 2 0 0 2 0 0 0 2 0

Vegetable soup 5 8 2 0 0 2 10 0 0 7 4

• Ofada rice is usually served with a locust beans – based stew.

CMRG Ltd. PrOpCom 72

RC 378525 Usual Purchase Outlets

n=102

Total Lagos Abeokuta 18-24 25-29 30-39 40-45 AB C1 C2 D 102 52 50 33 29 46 39 25 44 43 46 % % % % % % % % % % % Mushin (Lagos) 28 29 30 33 21 26 33 25 22 26 28 Agege (Lagos) 16 19 28 33 14 22 13 25 11 19 15 Any open market 13 19 12 3 14 15 10 25 11 19 9 Neighbourhood shop 10 8 6 0 14 9 8 4 11 14 9 Any market in Abeokuta 6 8 6 0 7 9 8 0 9 5 7 Lafenwa 6 6 6 0 7 7 8 0 0 5 7 Others 5 4 4 0 7 4 5 0 0 5 4 Kuto market 4 4 4 0 0 4 5 0 0 5 4 Itoko 4 4 2 0 0 2 3 0 0 2 4 Hawkers 3 2 2 0 0 2 3 0 0 2 4 Onigbedu 2 2 0 0 0 2 3 0 0 2 4 Ayetoro 2 2 0 0 0 0 3 0 0 2 2 Ifo 2 0 0 0 0 0 0 0 0 0 0 Mowe 1 0 0 0 0 0 3 0 0 0 2 Ibafo 1 0 0 0 0 0 3 0 0 0 2 Mile 2 1 0 0 0 0 0 0 0 0 0 0

• Housewives usually buy Ofada rice at major retail markets known to sell the food item.

CMRG Ltd. PrOpCom 73

RC 378525 Reasons for Patronising Usual Retail Outlet

n=102

Abeokut 18- Total Lagos a 24 25-29 30-39 40-45 AB C1 C2 D

102 52 50 33 43 46 39 50 22 43 46 There is no other place to get it 25 27 24 33 29 30 23 25 22 23 28 Because it is always good there 20 25 24 33 21 26 21 25 22 21 20 It is not available in my area 19 17 22 3 14 17 18 4 11 21 20 That is where the sellers are 18 15 20 0 7 15 15 0 11 19 17 More convenient 16 8 10 0 7 13 13 0 11 12 15 It is cheaper 5 6 8 0 0 4 8 0 9 5 7 It is nearer 3 2 4 0 0 2 5 0 0 2 2

• Several reasons account for patronage of these outlets. These include; exclusiveness, reputation, best bargain and proximity.

CMRG Ltd. PrOpCom 74

RC 378525 Preferred Outlets

n=102 Neighbourhood shops 19 In the open market 17

Nearby mkt/Nearest shop/Any outlet nearby 23 Mushin Open mkt 10 Lafenwa 6 In our own market 5 Lagos 3 Itoku 3 Ayetoro 3 Agege Mk 2

• Respondents prefer to buy from nearby shops as against the current practice of going a distance to buy from major open markets. This confirms the yearning by consumers for improvement on the distribution/supply chain to make the product more easily available than the current situation.

CMRG Ltd. PrOpCom 75

RC 378525 Consumers’ Suggestions Towards Making Ofada Rice More Appealing

n=102

It should be further processed to remove chaff/stone/dirts 68

Should be cheaper/affordable 29

Available/sold everywhere 15 Make it available in different pack sizes

Package it well for people to buy 15

Let it be neat/remove stones and dirts 12 Encourage more production/cultivation

Others 3

• A key point made by housewives to further strengthen3 the appeal of ofada rice is the need for the production or milling process to ensure that the foreign matters are removed. • This finding is in agreement with the overall objective of improving the equity or value of Ofada and shows that consumers welcome the idea of improving the state or appeal of the rice. • However, as indication from the qualitative shows, this issue should be handled with effective consumer education to allay the fears that further processing of Ofada rice will remove the cherished natural taste and quality. Rather, consumers should be informed that the whole idea is aimed at removing the foreign matters and make the preparation process less tedious.

CMRG Ltd. PrOpCom 76

RC 378525 Section II: Professional Buyers

Achieved sample Total=67

Outlet type Locations Large :fast food outlets =14 Lagos =36 Small: catering/restaurants=53 Abeokuta =31

CMRG Ltd. PrOpCom 77

RC 378525 Types of rice served Which of the following types of rice do you currently serve your customers? Total Fast Foods Catering/ Lagos Abeokuta outlets Restaurants Total 67 14 53 36 31

93 87 79 75 72

Imported rice 100 100 100 100 100

Ofada rice

Abakaliki rice 3 0 4 33

• As a requirement for qualification for the study, all the outlets were expected to be serving Ofada rice to customers. • Findings show that Abakaliki rice is not a significant part of the menu.

CMRG Ltd. PrOpCom 78

RC 378525 Frequency of Serving Ofada Rice How often do you serve ofada rice ?

Fast Food Catering/Restaur Total Outlets ants Lagos Abeokuta

67 14 53 36 31

% % % % %

Everyday 78 71 79 75 81

Several times a week 6 0 8 3 10

Once a week 6 14 4 6 6

Every 2 weeks 6 7 6 8 3

Monthly 4 7 4 8 0

• In outlets where Ofada rice is offered, it is served every day; this reflects the fact that there is appreciable demand for it at eateries and restaurants.

CMRG Ltd. PrOpCom 79

RC 378525 Recency of serving ofada rice

When last did you serve Ofada rice to your customers?

Fast Food Catering/Re Total Outlets staurants Lagos Abeokuta

67 14 53 36 31

% % % % %

Today 75 64 77 72 77

Less than a week ago 13 14 13 6 23

A week ago 6 7 6 11 0

2 - 3 weeks ago 4 7 4 8 0

More than a month ago 1 7 0 3 0

• Most outlets served Ofada rice even on the particular day of interview.

CMRG Ltd. PrOpCom 80

RC 378525 Likes/ Dislikes Of Ofada Rice

Likes Dislikes Has special/peculiar taste

Has special/peculiar aroma

It is nutritious/more nourishing that other rice 90 It gives me a local/home feelings 51 Have no side effects when consumed 46 10 It does not contain chemicals 6 4 Doesn't contain much sand 15 Others (Specify) 7 90 The dirt/stones/chaffs 51 46 It is expensive 10 6 It takes a long/stressful process to prepare 4 It is not easily available

Others (Specify)

It is not available in convenient packs

• The presence of foreign matter is a major point of dislike. • A major attraction, on the other hand, is the perceived special/unique taste and aroma as well as the nutritional benefit.

CMRG Ltd. PrOpCom 81

RC 378525 Identifying Features Of Ofada Rice – Uncooked/Raw How do you normally identify Ofada rice in its uncooked form

Shape Colour Appearance Size of grain Presence /absence of foreign matters The colour is not attractive 1 3 Short and Neat/Sometimes Has sand and stones It is bigger long 3 Has black neat/Look fine 3 and other particles 1 spots/red spots 4 Rhombus in shape 3 It is 4 It has stones and other 3 Has white 3 colour 4 It is bigger in smallnisst particles size/Has full grain 4 21 Cream with Short and 9 Contains/Presence of 7 4 It is smaller brown stripe It is short with thick foreign matters dark marks 4 30 Not completely white/Off Has an Bigger than 21 9 Has stones and chaffs white colour Small like ball 4 oblong local rice shape 42 Brown with Round and 6 55 stripes 12 rough/Dark white 10 Short but Shorter than Has dirts stones chaffs colour filled other local and sand 22 rice Brownish 13 Round in Has good 16 appearance shape 49 Brownish white/Not 19 46 completely white Has an Dirty oval shape Base:67

It has a white colour 25 and brown stripes

The above can be summarized as follows: 1. Colour – Brownish white striped colour. 2. Appearance - Rough/dirty on account of presence of foreign matter 3. Shape – Oval/round 4. Grain Size – Shorter but bigger 5. Presence/absence of foreign matters – Contains stones, chaffs and dirts.

CMRG Ltd. PrOpCom 82

RC 378525 Identifying Features Of Ofada Rice – Uncooked/Raw How do you normally identify Ofada rice in its uncooked form?

Base :67

Composition of grains Types of varieties Condition of the grains Moisture content (broken or cracked )

Has broken ones/It's Sometimes dry 3 Three types 3 4 3 It has stones and chaff always broken and sometimes (Brown white and wet 3 butter) Others 6 Leaves stones and chaff Not too 3 Mokwa type 4 dry Whole grain sand chaff 4 Whole broken and Brown 6 7 and stones cracked mixed Has low 6 together moisture Broken grain and cracked 4 Clean and dirty 6 content ones with stone type It is cracked 9 It's dry 6 Brown and white mixed 6 Local/Imported 6 and wet together 16 Ilesha and original 10 It is cracked Whole and broken grains 13 Three types (Brown 12 21 73 13 white and butter) Full/whole Whole grains/The grains alone grain It is dry Two types (white 19 30 and brown) Contains rice stones chaff and 0 Broken and other particles 24 crack One type only

Variety: Opinions seem to be divided on number of varieties that exist based on perceived number of colours.

Grains Condition: Presence of full grains and cracked/broken grains is admitted.

Moisture Content: Popular opinion is that Ofada is dry.

CMRG Ltd. PrOpCom 83

RC 378525 Identifying Features Of Ofada Rice – Cooked Form 64 Colour is very pure 31 How would you identify Ofada rice in itswhite/ cooked white form? It has brownish white/ off Aroma white/ butter colour with Colour22 Appearance brown stripes 28 It has white colour with e brown stripes 21 Fine/attractive appearance 63 c ni is It is brownish 9 ma Don't know ro 12 ng ell/a 3 sm nt Colour is not very white/not purely white 6 It's well Pleasa separated 9

m a is inviting/excitiaro g It has white and red colour 4 Whiter with itatin brown stripes 6 irr Theas aroma 1 It h It has white colour with Dirty white with a black spots. 3 red marks 6 om ar al tur Na Can't Say 1 Pure white 3 1 y 't sa Sticky/ Fine and Cream with brown stripes sticky 1 Can 1

Key features are:

Aroma: Pleasant.

Colour: Brownish white.

Appearance: Attractive.

CMRG Ltd. PrOpCom 84

RC 378525 Identifying Features Of Ofada Rice – Cooked

Shape Size of grains Taste

52 e c It has oval shape 42 r local ri 16 e Has pleasant taste 67 oth grain The shape is roundish an k 22 h c thi 15 nd a ce Shorter t ri It taste sw eet 24 Large/well filled/fat ort 15 Sh ocal l 9 an h d e er t ok Rhombus in shape 7 g o Others 3 Big r c 6 fte a l e al It has short thick iz s m 6 in s grains/not long is Has unique taste/tastes e e 1 as iz 3 s y better than other rice re a er/ Inc l t s Others al n' 3 m a s /C is It know Can't s ay 1 Longer when it is 't cooked 1 n Do

It is oblong in shape 1 Has delicious taste 1

Other features include:

Shape: Oval/roundish.

Grains Size: Shorter but digger.

Taste: Pleasant

CMRG Ltd. PrOpCom 85

RC 378525 Differentiating Ofada Rice From Other Local Rice

Can you differentiate ofada rice from local rice? How can would you differentiate uncooked rice from other local rice ?how else? Ofada Rice Other local rice Can't say, It is whitish in colour 10 Has stones/chaffs/ without any 31 not neat/It is dirty 30 strips No, 16 It has pleasant It is neat 18 aroma/scent 24 Yes, 73 Has slimmer but longer White grains with grains/thin 16 brown/red stripes/spots 20 grains

No unique aroma/no 12 scent Has bigger grains/fatter 12 than local rice Has irritating aroma/smell 10 It is brownish/off 8 white/not very white Does not contain much 8 stones unlike ofada The grains are shorter 8 Grains not as short as 6 ofada • High level of differentiation - Ofada has higher presence of foreign matters - Ofada aroma more pleasant, not as irritating - Ofada’s grain bigger but shorter - Ofada is striped (white/brownish stripe).

CMRG Ltd. PrOpCom 86

RC 378525 Differentiating Ofada Rice From Other Local Rice

Can you differentiate cooked ofada rice from local rice? How would you differentiate cooked Ofada rice from other rice ?how else? Can't say, 6 No, 9 • Also, high level of differentiation exists between cooked Ofada rice and other local rice.

Yes, 85 - Ofada taste and aroma more pleasant/inviting - Ofada grains bigger.

Ofada Other local rice Not sweet 1

Grains not very big in size when cooked 16 It has pleasant/unique/exciting/inviting aroma 37 Irritating smell 9 The grains are bigger in size 21 Taste not as pleasant as that of ofada 9 It is sweeter than local rice 18 V ery starchy/ sticks together 7 Peculiar taste 14 Has no stripes on the grains 7 It has pleasant taste 12 Can not be kept for long after cooking/ spoils easily 5 The grains are well separated 7 The grain is mashed together when cooked 5 The grains have brown/reddish/black spots 7 Easier to cook 5 It is nutritious 5

CMRG Ltd. PrOpCom 87

RC 378525 Key Qualities & Unique features of Ofada rice

52

25

22 21 19

22 19 18 15 7 7 6 7 7 6 Has nice/pleasant taste/natural nice/pleasant Has stones/dirt/chaffs Has brownish/reddish Has The grainsare shortroundish chemical no natural/has is It Has dulldirty look/appearance nutritious/nourishing is It fantastic/pleasant/exciting/inviting Its nice/pleasant Its nutritious is It is different ofada brownish/reddish Has side no effect It is natural/natural is It The aroma Mode of serving of Mode stripes/spots after eaten after stripes taste taste Has well filled well taste aroma The

• A key aspect of Ofada rice which makes it special or unique from other local rice is pleasant taste and aroma.

CMRG Ltd. PrOpCom 88

RC 378525 Ofada Rice Image Attribute Ratings: Using 5 Point Likert Scale

Small: Large: Fast Catering/Rest Total Food Outlet aurants Lagos Abeokuta

67 14 53 36 31

Is the food that takes one to one's root 4.76 4.57 4.81 4.67 4.87

Is food everybody would want to take 4.31 3.93 4.42 4.17 4.48

Is special food for special people 4.58 3.86 4.77 4.53 4.65

Is food for adults (30+) 2.55 3.14 2.40 2.44 2.68

Has a peculiar natural taste 4.75 4.64 4.77 4.64 4.87

Has a peculiar natural flavour 4.90 4.93 4.89 4.86 4.94

Is nutritious 4.88 5.00 4.85 4.89 4.87

Is rice with no chemicals 4.61 4.93 4.53 4.53 4.71

Is scarce /not easily available 3.97 4.71 3.77 4.39 3.48

Is rice for the elite/rich 2.81 2.57 2.87 2.67 2.97

Food for people with taste 3.94 3.86 3.96 3.89 4.00

Discourages one from cooking it because of the stones/chaffs/dirt 2.91 2.36 3.06 2.89 2.94

Is expensive 4.52 4.43 4.55 4.28 4.81

Tastes better than other local rice 4.61 4.57 4.62 4.58 4.65

Not many people know about 3.45 3.29 3.49 3.81 3.03

Should be available in convenient packs 4.33 3.79 4.47 4.33 4.32

Should be further processed to remove the stones/dirt/chaffs 4.75 5.00 4.68 4.78 4.71

Should be sold everywhere/be widely available 4.84 5.00 4.79 4.83 4.84

• The above indicates that Ofada rice enjoys a very good image. It is perceived as being suitable for everybody, hence the consensus among eateries and restaurants to make it widely available, process it further and present it in convenient packs.

CMRG Ltd. PrOpCom 89

RC 378525 Method Of Preparation of Ofada Rice

Small: Large: Fast Catering/Res Total Food Outlet taurants Lagos Abeokuta

Total 67 14 53 36 31

Pick/Handpick stones, blow it, pour water in bow/calabash to remove dirt, wash thoroughly then cook with clean water 58 64 57 42 77

Boil water & sieve rice to remove stones etc with calabash or bowl 10 7 11 11 10

Parboil it and sieve etc then wash with ordinary water 9 0 11 14 3

Blow dirts away and sieve in water 4 0 6 8 0

Just as normal rice is been prepared/Put water on fire then cook add salt etc 4 0 6 3 6

Wash, then sieve to remove dirts 3 0 4 6 0

Wash in hot water 1 7 0 3 0

Pour a lot of water and allow dirt to settle at the bottomd 1 0 2 3 0

• The typical method of preparing Ofada rice as described above is laborious.

CMRG Ltd. PrOpCom 90

RC 378525 Methods of serving customers

How do you serve ofada rice to your customers?

Large: Fast Small: Food Catering/R Total Outlet estaurants Lagos Abeokuta

Total 67 14 53 36 31

% % % % %

Wrapped with leaves 78 79 77 78 77

Serve on plates 61 36 68 44 81

Wrapped in nylon 4 0 6 0 10

• The traditional practice of serving Ofada rice in leaves runs across outlets and locations. Serving on plates is also popular particular in Abeokuta and among the small professional buyers (catering and restaurants).

CMRG Ltd. PrOpCom 91

RC 378525 Type of Stew/Sauce With Which Serve Ofada Rice

What kind of stew or sauce do you normally serve ofada rice with?

Small: Large: Fast Catering/Re Total Food Outlet staurants Lagos Abeokuta

Total 67 14 53 36 31

% % % % %

Local stew prepared with locust beans 19 43 13 36 0

Fried stew with local ingredients 25 29 25 36 13

Pepperish stew with locust beans 16 7 19 0 35

Half ground pepper with locust beans 12 0 15 19 3

Palm oil stew with locust beans 9 14 8 0 19

Fried stew with asorted meat or egg 12 7 13 3 23

Sliced pepper 3 0 4 6 0

• As described above, the type of stew or sauce used for Ofada rice is heavily local or native. The basic ingredient is locust beans.

CMRG Ltd. PrOpCom 92

RC 378525 Usual Purchase Outlet For Ofada Rice

n=67

Large: Fast Food Small: Total Outlet Catering/Restaurants Lagos Abeokuta

67 29 53 36 61

% % % % %

Lafenwa mkt 30 14 36 22 31

Abeokuta mkt 13 14 15 17 29

Ifo mkt 13 14 13 17 13

Agege mkt 9 14 11 11 3

Mushin mkt 9 14 11 8 3

Wasimi mkt (Abeokuta) 9 7 6 6 3

Open mkt 7 7 6 6 3

Ikosi Ketu mkt 4 7 4 6 3

Oshodi mkt 4 0 4 3 0

Imowe village 3 0 2 3 0

• Purchase of Ofada rice is essentially from major open markets

CMRG Ltd. PrOpCom 93

RC 378525 Reasons for Buying From Outlet

n=67 Always available there 43

It is cheaper there 21

Nearness and closeness 21

Possibility of getting good/original ofada 10

The rice is processed there 9

There are experts there to explain the original Ofada to us 9

• The topmost reason for buying from specific places is availability. This explains why Lafenwa in Abeokuta is a preferred place for purchase of Ofada rice. • Buyers also flock to markets that are close to their business as well as those where the product is cheaper.

CMRG Ltd. PrOpCom 94

RC 378525 Preferred Place Of Purchase

n=102

Lafenwa mkt 22

Abeokuta mkt 10

Ifo mkt 9

Neighbourhood/nearby 7

Mushin mkt 6

Kuto mkt 6

Open mkt 4

Agege mkt 4

Local mkt 4

Anywhere they sell food stuff 3

• Professional buyers appear to prefer the major places where they currently buy Ofada rice.

CMRG Ltd. PrOpCom 95

RC 378525 Suggestions for Improving Ofada Rice

n=102

Remove the dirt/remove foreign matters or particles 82

Make more available 37

Reduce the cost 36

Should be well refined 9

Improve on packaging/Package it well. 7

Government should encourage ofada rice cultivation 3

Availability of original without mixture. 3

• Professionals and consumers are in agreement on areas of improvement of Ofada rice. A key suggestion is the need to clean up the rice and rid it of foreign matters. • Improving product availability and affordability is also key.

CMRG Ltd. PrOpCom 96

RC 378525 Section III : Consumers

Gender Male:47 Female:55

Educational level None=2 Location Primary=8 Lagos :50 Secondary=48 Abeokuta :52 Tertiary=44

Total =102

Marital status Age Single=49 18-29yrs=61 Married =53 30-45yrs=41

Social class ABC1=13 C2D=89

CMRG Ltd. PrOpCom 97

RC 378525 Food items consumed nowadays

n=102

• In addition to rice, other food items prominently consumed by the respondents include, Yam (89%), Rice 100 Beans (89%) and Maize (79%). Close to 40% further mentioned Millet. Yam 89

Beans 89

Maize 79

Millet 36

CMRG Ltd. PrOpCom 98

RC 378525 Types of rice consumed nowadays

• To be eligible, all the respondents were expected to be current consumers of Ofada.

Ofada rice 100

Imported rice 91

Abakaliki rice 11

CMRG Ltd. PrOpCom 99

RC 378525 Frequency of consumption

Total Male Female Lagos Abeokuta 18-29 30-45 ABC1 C2D 102 47 55 50 52 61 41 13 89

% % % % % % % % % Everyday 6652 10 5 7 15 4

20 17 24 24 17 21 20 15 21 Several times a week

14 13 15 16 18 15 Once a week 12 7 8

17 Every 2 weeks 12 9 15 6 10 15 8 12

14 Every 3 weeks 8 6 9 2 10 88 77 49 40 38 42 39 46 39 33 44 Monthly 11

• The majority (60%) currently eat Ofada rice less often than once a week compared with about 40% taking it more often. Amongst the more frequent consumers', 20% take Ofada several times within the week whilst a few (6%), particularly, the ABC1 socio-economic class consumers (15%), eat it regularly everyday.

CMRG Ltd. PrOpCom 100

RC 378525 Reasons For Not Consuming ofada rice more often

Total Male Female Lagos Abeokuta 18-29 30-45 ABC1 C2D

61 30 31 29 32 34 27 8 53

% % % % % % % % %

It is expensive 56 70 42 52 59 53 59 50 57 It is not commonly available 56 53 58 72 41 62 48 50 57

It is a special food 10 20 0 17 3 15 4 50 4

I only eat on occasions 26 20 32 24 28 26 26 13 28

Not easy to prepare 8 10 6 3 13 9 7 13 8 Base :61

• As obtains with the housewives, perceived high costs and relative scarcity emerged as the key reasons why consumers take Ofada rice less often than once a week.

CMRG Ltd. PrOpCom 101

RC 378525 Recency of Consumption

Total Male Female Lagos Abeokuta 18-29 30-45 ABC1 C2D 102 47 55 50 52 61 41 13 89

% % % % % % % % 23 % 8 11 13 10 Today 5 2 7 6 25 31 30 28 26 17 19 20 15 Less than a week ago

16 12 11 13 8 11 12 13 A week ago 0

15 16 15 15 14 13 12 12 8 2-3 weeks ago 38 26 22 18 20 23 23 20 19 A month ago

23 25 27 21 18 16 16 15 21 More than a month ago

• Whilst around one-tenth particularly moreso, the ABC1 respondents (23%), had taken Ofada rice on the day of interview, a substantially higher proportion, 42%, had eaten it within one week of being interviewed. • However, about 6 out of 10 last ate Ofada rice over a week prior to the interview thus giving the impression that Ofada has yet to attained the status of an everyday rice meal.

CMRG Ltd. PrOpCom 102

RC 378525 Place of consumption of Ofada rice

Total Male Female Lagos Abeokuta 18-29 30-45 ABC1 C2D Total 102 47 55 50 52 61 41 13 89

% % % % % % % % % 68 75 70 65 67 68 70 60 54

At home

44 45 44 44 44 48 46 39 31 At restaurants/eateries

58 54 45 53 51 44 38 33 41 At parties/social functions

Others (Specify) 9 11 13 11 10 7 4 5 0

• The incidence of eating Ofada at home emerged remarkably high (68%), even though, restaurants/eateries and parties were also prominently mentioned.

CMRG Ltd. PrOpCom 103

RC 378525 Preferred Place Of Consumption Ofada Rice

Total Male Female Lagos Abeokuta 18-29 30-45 ABC1 C2D Total 102 47 55 50 52 61 41 13 89 % % %%%%%%% 56 54 48 50 49 38 46 44 38

At home

32 28 31 30 29 25 26 27 23 At restaurants/eateries

38 21 24 38 At parties/social functions 15 15 15 11 9 6

• Close to half (48%) of the consumers, particularly the females (56%) favoured consumption of Ofada rice at home above anywhere else. Perhaps, an indication of the acceptability of Ofada rice as being suitable for family consumption. • At a lower level, 28% and 15% respectively considered Restaurant/Eateries and Parties/social functions as ideal places for consumption.

CMRG Ltd. PrOpCom 104

RC 378525 Particular Likes And Dislikes

like Dislike

Has special/peculiar taste

Has special/peculiar aroma • Contrarily, Ofada rice’s It is nutritious/more nourishing that other rice peculiar pleasant taste75 (75%) 31 It gives me a local/home feelings and aroma (51%) recorded prominence27 amongst the Have no side effects when consumed 26 favourable points mentioned 2 in favour of the food item. The Doesn't contain much sand 10 impression was also somewhat strong that it’s It does not contain chemicals 6 75 more nourishing than the The dirt/stones/chaffs imported rice (48%). 31 27 It is expensive 26 It takes a long/stressful process to prepare 2 • Presence of dirts/stones topped the list of consumer It is not easily available dislikes for Ofada rice (75%). It It is not available in convenient packs is followed distantly by its perceived extremely high cost (31%) and tedious procession preparation (27%).

CMRG Ltd. PrOpCom 105

RC 378525 Whether or not Differentiate Between Uncooked/ Raw Ofada Rice and Other Local Rice

n=102 Other local ofada ricefada

Yes, 75%

can't sa y, 6%

No, 17% 41 38 Contains dirts/Has chaff and stones The grains are not stained 26 24 Brownish in colour/grains marked with stripes It20 is always neat/white in colour whiter than ofada 21 Has unique smell/Exciting 18 Grains not as heavy/not well filled as Ofada rice is heavier/not at all dry 14 ofada 12 The grains are shorter insize 12 Has dirts/stones 11 The grains have oval shape 8 Has only one uniform colour/no stripe It has rough stripes 9 8 Has fine colour/colour attractive 6 The grains are not5 broken It does not have a neat appearance 5 the grains are longer and slim It has broken grains Does not contain much stach 3

• The bulk (75%) of consumers could, infact, distinguish physically between uncooked Ofada rice and other local rice. The main areas of distinction include presence of chaffs/stones/dirts in Ofada rice, its brownish colour of grains marked with stripes and unique smell.

CMRG Ltd. PrOpCom 106

RC 378525 Distinguishing Features Of Ofada Rice – Uncooked/Raw

Colour Appearance Shape Size of grain

n=102 Appearance is 45 36 28 It has an oval 29 not neat It has brown colour shape Has short size The grains are It has small but The grains 24 tiny having dark stripes fat/well filled 27 It has white and brown 98are bigger in grains size colour The are whole It is big in grains 13 Has small 34 It has white colour 11 shape 3 size/has tiny size Has broken and 11 white grains 8 It has rough shape 32 The colour is off - white/cream Has oblong size colour It has attractive It has a round 8 appearance shape 23 No idea/Can't It has black/dack colour 6 describe it 4 The grains are short and heavy The grains are The colour is white with red 2 5 long 21Not equal size It has dull unattractive It has bropwnish stripes 2 appearance 87Don't know Others 2

It has oblong shape 7

• The main identifying features of Ofada rice are as variously described above.

CMRG Ltd. PrOpCom 107

RC 378525 Distinguishing Of Ofada Rice – Uncooked

Types of variety Presence/absence of Condition of the grain Moisture content foreign matters (broken or cracked

n=102

Has broken and 89 64 Bigger and shorter 6 Presence of stones cracked grains 45 It is always size and chaffs/sand dry Presence of White and brown 19 3 Wholly whole Not well dried 15 dirts grains/no cracked/broke 8 n Local ofada rice 12 8 Has Low moisture content combination of Yellow and white 1 whole grains and broken 17 Don't know 9 grains Only one variety/ 32 Not in varieties Whole grains and 20 Others particles 2 Ilesha variety 7 Normal 3 White 3 Others 1

• The main identifying features of Ofada rice are as variously described above.

CMRG Ltd. PrOpCom 108

RC 378525 Whether or not Differentiate Between cooked Ofada Rice and Other Local Rice

n=102 Ofada Other local rice

Ofada rice swells up very well Can't eat it without stew

Yes, 83% Grains are not as big as can't sa y, Grains are bigger when cooked ofada 4% Marshed/sticked together as it cools down No, 13% Has pleasant/inviting aroma/It's delicious/nourishing Does not swell up/remain Grains are brownish coloured when the same cooked/grains are marked with brownish striped It is commonly white in colour/neat Not purely white Has pleasant taste 39

15 Ofada rice is sweeter 22 15 Does not have aroma/no smell 18 8 14

12 Grains are white and brown/two colours 7 No good taste/peculiar 11

7 taste/Not sweet as ofada 7

6 7 The grains are separated after cooking 6 5 Others 5 4 Has unpleasant Ofada rice is soft when cooked 5 aroma/taste

• In the same vein, an overwhelming majority (83%) of consumers could identify cooked Ofada rice compared with other local rice. • Distinctively anchored on bigger size and swell up nature of cooked Ofada rice and pleasant aroma.

CMRG Ltd. PrOpCom 109

RC 378525 Distinguishing Features Of Ofada Rice – Cooked

Appearance Shape

Attractive appearance 21 Has an oval shape 41

Can't s ay 16

Has round shape 23 Appears marshy after cooking 14

Has smooth appearance 11 Can't say 13

It appears sw ollen/w ell filled 9

It is marshy/grains are Bigger in shape 12 separate 9

Tiny/small grains but robbust 8 Others 6

Others 7

Has oblong shape 4 Appears w hite and brow n 6

• Specifically, consumers identified cooked Ofada rice’s appearance with its attractive, even if marshy outlook. • It retains its oval shape which is considerably bigger when cooked.

CMRG Ltd. PrOpCom 110

RC 378525 Distinguishing Features Of Ofada Rice – Cooked

Taste Aroma

Has Delicious/pleasant 87 pleasant/inviting/exciting 91 taste aroma

Others5 Others 9

Has a local aroma2

Don't know/Can't say3 Aroma last long1

Don't know/Can't explain1 Unique local taste1

• Cooked Ofada has inviting aroma and more pleasant, delicious taste compared with other local rice.

CMRG Ltd. PrOpCom 111

RC 378525 Identifying Features Of Ofada Rice – Cooked

Sauce used Size of grain

It becomes bigger than 64 the raw form

Fried stew 43 Tiny 12

Pepper stew 25 Don't know 11

Can't say 14 Longer 9

Stew with fish 13 Looks attractive and 2 filling

Vegetable soup 4

Others 2

Others 2

CMRG Ltd. PrOpCom 112

RC 378525 Distinguishing Features Of Ofada Rice – Cooked

colour How it is served

It has white colour 68

Served in leaves 55 Has brownish colour 39 Served in plates 49 It does not have pure colour 3 Served cold/warm/hot 5 It has creamy colour 3 Dk/Cs1

Unmashed mixed rice of different colours 1 Sometimes served with calabash 1

You see cooked yellow Wrapped in nylon shaffs sometimes 1 1

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RC 378525 Differentiating Features of Ofada Rice

Key Qualities uniqueness

33 29 25 26 45

14 33 11 9 7 8 7 14 12 7 7 4 4 5 5 Produced locally/gives melocal feel It does not have chemical/it isnutritious Has unique aroma Has bigger grains/well filled grains Has chaffs/stones/dirt Has natural flavour/uniqueHas refreshing It iseasy toswallow/roundish Undergo alot ofprocesses before It hasdull appearance Ofada riceis sweeter Has oval/Oblong grains broken into oval/Oblong broken grains Has striped are grains The weight/filling in Heavy travels aroma/Aroma Unique pleasant taste natural unique has It of rice Bigger thangrains types other nochemical effects/naturally processed delicious is It colour brown Has and chaff stones Has Make me healthy/no me side Make far when cooked when far cooking particles taste

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RC 378525 • To the consumes, the primary distinguishing features of Ofada rice are in relation to its appearance (in terms of presence of chaffs/stones and brownish colour) and pleasant taste/peculiar aroma. It is also seen as a “natural food item with little “chemical” content.

Implication: 9 Indications from study shows clearly that consumers strong enthusiasm about Ofada rice notwithstanding, the product is still spontaneously associated with the negative attribute of containing “chaffs/dirts/stones”. 9 This need be addressed urgently since it also tends to create the impression of stressful preparation process. 9 Additionally, consumer education programme to the extent that removal of dirts/chaffs does not reduce the “naturalness” of Ofada rice would also go a long way to reassure prospects.

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RC 378525 Ofada Rice Attributes Ratings

Total Male Female Lagos Abeokuta 18-29 30-45 ABC1 C2D 102 47 55 50 52 61 41 13 89 Has a peculiar natural flavour 4.71 4.79 4.64 4.58 4.83 4.74 4.66 4.62 4.72 Is nutritious 4.70 4.72 4.67 4.60 4.79 4.72 4.66 4.23 4.76 Tastes better than other local rice 4.68 4.53 4.80 4.56 4.79 4.59 4.80 4.31 4.73 Has a peculiar natural taste 4.66 4.53 4.76 4.64 4.67 4.64 4.68 4.62 4.66 Should be sold everywhere/be widely available 4.66 4.64 4.67 4.64 4.67 4.79 4.46 4.54 4.67 Is the food that takes one to one's root 4.62 4.51 4.71 4.64 4.60 4.64 4.59 4.38 4.65 Should be further processed to remove the stones/dirt/chaffs 4.62 4.62 4.62 4.56 4.67 4.66 4.56 4.38 4.65 Should be available in convenient packs 4.51 4.51 4.51 4.40 4.62 4.62 4.34 4.46 4.52 Is expensive 4.38 4.38 4.38 4.16 4.60 4.33 4.46 4.15 4.42 Is special food for special people 4.36 4.47 4.27 4.12 4.60 4.34 4.39 4.23 4.38 Is scarce /not easily available 4.30 4.40 4.22 4.22 4.38 4.18 4.49 4.23 4.31 Is rice with no chemicals 4.14 4.13 4.15 3.92 4.35 4.20 4.05 4.31 4.11 Is food everybody would want to take 4.02 3.94 4.09 3.96 4.08 4.03 4.00 3.85 4.04 Discourages one from cooking it because of the stones/chaffs/dirt 3.98 4.13 3.85 3.90 4.06 4.15 3.73 3.92 3.99 Food for people with taste 3.81 4.04 3.62 3.14 4.46 3.84 3.78 3.92 3.80 Not many people know about 3.48 3.34 3.60 3.38 3.58 3.41 3.59 4.08 3.39 Is rice for the elite/rich 3.05 3.28 2.85 2.50 3.58 2.93 3.22 3.46 2.99 Is food for adults (30+) 2.71 2.83 2.60 2.18 3.21 2.72 2.68 3.38 2.61

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RC 378525 • Still using a 5-point scale, where the highest point 5 describes “Strong Agreement” and 1, the lowest point indicates “Strong Disagreement, “ The consumers opinions about relevant attributes of Ofada rice were obtained. Mean scores were aggregated for each statement in a model where 3 represents the mid-point. • Thus, scores in excess of 3 represent strong agreement and vice-versa for lower scores than 3. • As evidenced in the survey, virtually all expressed strong agreement with Ofada rice as having peculiar natural flavour (4.7o), nutritious (4.70), better and more natural in taste (4.68). • The impression was also strong that it’s a food item that “connects to one’s roots” (4.68) and that it should be further processed to remove the dirts/stones/chaffs (4.68).

The following were however, rejected as being suitable descriptions for Ofada rice. Is food for adults (30+) Is rice for the elites Not many people know abou - 2.17- 3.05 out out of of maximum maximum 5

t it - 3.48 out of maximum 5

5 and

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RC 378525 Suggestion Towards Making Ofada Rice More Appealing

Ensure there are no foreign matters 46

Should be made more readily available everywhere/ensure it is well disributed 40

Reduce the cost price/make it affordable 34

Package it well/modernise it/neatlly packed 22

Improve on the processing/cultivation 13

Separate the cracked/broken grains from the whole grains 5

Improve on colour after cooking 4

Create more awareness 2 • In order to make Ofada rice more acceptable, consumers Prepare it for export/inform the world about it 2 clamoured for removal of dirts/chaffs, improved distribution network and price reductions.

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RC 378525