Innovative Packaging of Local Food Products for Home and Foreign Markets: Case of Dala Foods Nigeria Ltd.

Abstract

Innovations in packaging has seen significant development due to industrial processing of food and need for instant food due to lack of time to prepare food from fresh ingredients. This study explores the application of packaging in marketing local food products in local and foreign markets with a special focus on an indigenous food processing company; Dala Foods Nigeria Limited, makers of packaged Kunun Tsamiya brand. The study adopts qualitative research approach through case study method in order to have an in-depth exploration of how packaging contributes to the success of Kunun Tsamiya in the market. The selection of participants is made by applying a non-probability sampling technique through convenience sampling. Structured open-ended questions are applied in the interview and the responses are presented using descriptive analysis of the thematic areas covered by the interview. Findings of the study reveal that packaging is a valuable marketing tool as it plays a significant role in food product marketing. Similarly, it contributes immensely towards the marketing and success story of Kunun Tsamiya in both local and foreign markets. Therefore, it is highly recommended that our local companies and individual producers of food products should warmly embrace and use proper packaging in marketing their products without any delay.