Brand Protection Vital for Boosting Nigeria’s Export Market, Expert Advises 

Samuel Mobolaji

Except Nigeria guides and carefully protect its brand products, the export market may continue to face the challenges of third parties using her products to their own advantage.

The above submission was made by the Executive Director, Operations, Skyway Aviation Handling Company (SAHCO) Plc, Herbert Odika who also stated that the Nigerian Export Promotion Council (NEPC) has done a lot but there is need for more agencies that are monitoring the farmers, putting a lot more education to make it more conducive for the farmers.

In his presentation on “Creating a Conducive Environment for Agro-Export” at the ninth edition of Airport Business Summit and Exhibition with the theme: “Airport Viability is Key to Successful Aviation Business Ambition”held in NIGAV Center Lagos recently, Odika pointed out that, a country’s brand is like a visa.

He, therefore, advised strongly that “the brand is like a visa. Wherever you take it to, and it gets its residence permit, it becomes the brand of that country. We saw what happened in Palm oil so many years ago in Malaysia. We are seeing what is happening with our garri being processed into cassava in south America today. Our brand is being sold away”, Odika explained.

Odika equally advised that, only the right people in certain areas should be allowed to operate in such areas. For instance, the Director pointed out that a recent Expo organised in the United Kingdom was largely dominated by those who are not fully in charge of the dynamics of the sector in question.

Explaining further, Odika said “We have this challenge, for instance, there is a chain to agroexport which starts from the farmers. I attended an Expo in the UK recently. The people representing Nigeria were retailers. Now, people are walking through this Expo and the retailer only understands purchase and profits. They don’t know how these things were grown, most of them don’t know the dynamics of planting and these are questions people should be asking. It doesn’t become conducive because the people will not show any interest anymore. Then our markets start declining”.

Another challenge, according to Odika is the fact that most Nigerian exporters have the penchant to cut corners. Based on that, the expert noted that Nigeria has RM3 certifications as requirement because they are not trusted as a nation to be able to do things properly from a regulatory point of view.

On way forward, Odika suggested education as key, saying that “education is very important in the farming industry and aviation company. It gives insight to the farmers and aviation company on what to be imported and exported, also procedures on how to create a healthy Agro-export chain in a way that’s beneficial to all parties involved.

He listed the chain to involve the process from: planting – harvesting – processing – storing to export which must embrace enhanced efficiency, optimized resources, revenue opportunities, strategic planning, education, technology and Infrastructure, right policies and regulatory reform.

Other challenges affecting Air Cargo according to him are fluctuation in aviation fuel price, regulatory bottlenecks with BASA, Inadequate storage facilities, lack of advanced technology, Custom delays and grounding.

For smooth Cargo Export, Odika recommended: export regulations; need for government to encourage airlines and handling companies; onscious policies, regular training for handling companies and security personnel.

He avvered that for Air cargo to be successful, the government agencies should work with handlers while the handlers on the other hand, should regularly train their staffs and also try to be innovative with the help of advanced technology.

Advising further, he said “airlines and handlers should give a satisfactory customer experience. Also, Good warehousing and storage facilities should be put in place, toenhance proper storing methods”.