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Marketing Channel Effectiveness
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Crown Flour Mill has been in the wheat milling business in Nigeria for over four decades. Incorporated in May 1971; it commenced milling operation in 1981 with only one product - Flour. In 2010, Olam International (a Global Good and Agri-products focused multinational based in Singapore) acquired Crown Flour Mill. Crown Flour Mill at that time had 2 operating factories in Lagos and Warri with only 2 products Flour and Semolina. Today, Crown Flour Mill has become one of the top 10 millers in the world.
This acquisition brought about a significant turnaround in the business. Olam International brought its Agro-technical and Supply Chain capabilities into the business. The business multiplied multifold. It was still in the flour and semolina business only.
The entry into the pasta business started with the acquisition of the BUA pasta and flour milling units in 2016. The Technological, Sales and Supply Chain skills of Olam helped Crown Flour Mill become a large pasta player.
In 2019, Crown Flour Mill took a giant step and acquired one of the key players in the industry, Dangote Flour Mill. This greatly increased Crown Flour Mill production and distribution capacities. Crown Flour Mill is now a key player in the Nigerian flour milling industry.
These acquisitions have allowed Crown Flour Mill to have a wide portfolio in Wheat Milling to help cater to the needs and yearnings of the consumers for more nutritious and affordable options. The wide portfolio now ranges from a Consumer Portfolio (different ranges of Pasta and Semolina) to a Business to Business (B to B) Portfolio of various types of Flour (Bread, Noodles and Confectionary flour).