Background

Mbariket identified a unique opportunity to introduce traditional Nigerian turning sticks—historically used for stirring garri—to the U.S. market. While widely used in Nigeria for centuries, these wooden utensils were unknown to global consumers.

Challenge

• Perceived as a niche, ethnic-specific kitchen tool.

• Unfamiliar to non-Nigerian audiences.

• Needed a new narrative to appeal to global buyers.

Strategy: Repositioning for Global Appeal

Traditional Use: Stirring garri and Nigerian soups.

Repositioned Use: Marketed as a handcrafted, eco-friendly stirring tool ideal for American gumbo, chili, stews, and soups.

• Highlighted craftsmanship, sustainability, and durability.

• Branded as a premium alternative to plastic or metal utensils.

• Positioned within Southern U.S. and global home-cooking markets.

Results & Key Takeaways

✅ Expanded Market Reach: Gained traction beyond the Nigerian community, attracting eco-conscious and culinary enthusiasts.

✅ Increased Sales & Demand: Successfully rebranded as a versatile, globally relevant kitchen tool.

✅ Proof That Positioning Matters: A traditional Nigerian product became a premium global item with the right messaging and branding.

Conclusion

Repositioning a product is not about changing its function but changing the perception to fit a broader audience. Mbariket’s success with turning sticks proves that local Nigerian products can thrive globally with the right strategy.

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