A Taste of Unity: Lagos Festival Serves Up Nigeria’s Heritage With a Side of Economic Hope
LAGOS, Nigeria – Forget the long-standing rivalry over which West African nation makes the best Jollof. A new movement is simmering in Lagos, one that uses the iconic dish not as a point of division, but as a powerful tool for cultural and economic unity.
Organisers of the Firewood Jollof Festival have unveiled plans for their second annual event, and their ambitions stretch far beyond the kitchen pot. Scheduled for November 29, 2025, at the Samui Okola Park, the festival, themed ‘Unifying African Jollof’, is positioning itself as a catalyst for connection, entrepreneurship, and a celebration of authentic Nigerian heritage.
For Founder and CEO Chizoma Chukwueke, this is about more than just food; it’s a homecoming.
“The inspiration comes directly from the way our mothers cooked for us growing up,” Chukwueke shared in a recent statement. “That distinct, smoky, earthy taste you can only get from firewood—that’s our heritage. We’re not just throwing a party; we’re preserving the original soul of this dish.”
This year’s edition, dubbed “Firewood Jollof 2.0,” promises to be a significant leap forward from its successful debut. The centrepiece of the culinary diplomacy will be the unveiling of a special “West African Jollof.” This unique creation is designed to be a symbolic melting pot, blending cooking traditions and local ingredients from Nigeria, Ghana, Senegal, and Kenya, prepared collaboratively by chefs from across the continent.
“We’re bringing chefs together to create something that truly embodies the spirit of African unity,” Chukwueke explained. “It’s a delicious statement.”
But the festival’s impact is being measured in more than just flavours. According to Marketing Director Chibuzor Chukwueke, the event is fast becoming a vital engine for small business growth and food tourism.
“Last year, we provided a platform for about 35 small-scale businesses,” he noted. “This year, our target is to double that number. When you have these entrepreneurs networking, making sales, and expanding their customer base on the spot, you are directly contributing to Nigeria’s economic growth in a very tangible way.”
The organisers are projecting a turnout of over 20,000 attendees, a figure that has attracted major corporate backing. Access Bank has stepped in as the official sponsor for the 2025 edition, with partners like Devon Kings Oil, MTN Nigeria, and Nestlé Pure Life also powering the event’s various experience zones.
Chizoma Chukwueke was quick to highlight the bank’s role. “This festival is a launchpad for small businesses. Access Bank is holding our hands through it all, ensuring these entrepreneurs get the visibility and support they need to thrive.”
The success has sparked expansion plans. The Marketing Director revealed that the team is already looking to take the festival to other Nigerian states next year, with international aspirations in sight. “With the right partnerships, we could be in another African country, or even London, very soon,” he hinted.
For the partners, the alignment is natural. Voke Emeje, Assistant Brand Manager for Devon Kings, said their collaboration is rooted in shared values.
“Firewood Jollof is about uniting people through food, and that aligns perfectly with our brand positioning—’Taste That Binds’,” Emeje said. “We aim to help build lasting memories through these shared, joyful experiences.”
From its aromatic, firewood-cooked roots to its growing role as a hub for commerce and cultural exchange, the Firewood Jollof Festival is proving that a single, beloved dish can be a powerful recipe for a brighter, more connected future.