Nigerian Breweries Plc, the country's leading brewer, has reinforced its pledge to strengthen the nation's retail sector by concluding a major capacity-building initiative designed to empower its customers.
EDGE 2025: A Direct Response to Customer Needs
The company's Managing Director, Thibaut Boidin, announced the successful completion of the Empowerment to Drive Growth and Excellence (EDGE) 2025 programme at a closing ceremony in Lagos. The initiative, which began in July 2025 in Awka, directly addressed critical challenges identified through the company's customer feedback channels.
Boidin explained that many retailers and sub-distributors faced difficulties with sustaining operations, managing finances, and retaining customers. "In the past year, navigating Nigeria’s business and economic environment, we have witnessed many retail and sub-distributor outlets shutting down," he stated. "Our customers made it clear that they needed stronger business support, and EDGE was our response."
Comprehensive Training for Long-Term Success
The programme culminated in providing comprehensive training to a total of 360 high-value retail outlets and sub-distributors spread across 12 regions nationwide. The curriculum was crafted to equip participants with practical tools for long-term business viability.
Facilitated by Temitope Jegede, CEO of Tom Associates, the intensive two-day training covered several key modules:
- Financial literacy, including balance sheets, cash flow statements, and profit-and-loss management.
- Customer service optimisation techniques.
- Strategies for improving operational efficiency.
- Principles for effective staff development.
Jegede noted the interactive model encouraged participants to identify operational gaps while learning practical methods for record-keeping, inventory management, and building customer relationships.
Transformative Impact on Participants
Beneficiaries praised the programme as eye-opening and transformative. Many discovered longstanding errors in their financial tracking, customer management, and inventory control.
Awesu Ahmed, one participant, shared that the training helped him identify operational gaps and equipped him with tools like inventory apps for more effective management. Another, Juliet Nwafor, highlighted how the bookkeeping modules would enhance her ability to monitor daily transactions and manage her growing retail business.
The ceremony concluded with the presentation of certificates, solidifying Nigerian Breweries' commitment to being a "true partner in progress." Boidin emphasized the company's core belief: "when our customers grow, we grow." This initiative underscores the Heineken-owned brewer's dedication to fostering a resilient and sustainable retail ecosystem across Nigeria.
