In Central and West Africa thousands of women make a living selling Maggi condiments individually. They are known as “mammies” and are essential to the local economy, but low literacy levels and limited internet access make it difficult to access the market. A situation that the brand has set out to solve together with Viamo, a technology company specialized in communication and connectivity for vulnerable communities.
It has launched “Maggi mami”, an initiative led by Nestlé Central and West Africa Region (CWAR) in collaboration with Publicis West Africa, and with creative and strategic participation from Publicis Conseil and Publicis Groupe Africa. The goal is to support the next generation of women food traders in the region, and it does so by creating a business advisor powered by artificial intelligence and accessible without the need for an internet connection.
In collaboration, Maggi and Viamo have created an assistant available on a toll-free phone number and can be contacted using a basic mobile phone. The advisor has been trained taking as reference the knowledge, track record and practical experience of the “mommies”, instead of generic online content. This provides a practical, localized, yet scalable resource as the new generation of merchants can ask questions in their language and get guidance on pricing or inventory management.
“No smartphone. No data. No internet connection. Just instantly accessible, relevant business guidance that helps new moms make smarter decisions, grow with confidence, and learn from women who’ve already been down this path.”; Viamo commented when sharing the initiative.
“Maggi Mammi” has been activated first in Côte d’Ivoire, but Maggi aims to expand the assistant across the continent in the coming years.
The initiative is part of the brand’s long-standing commitment to the local food ecosystem and supporting communities in Africa. For more than a decade, Maggi has been offering nutrition and entrepreneurship training and advice to “mammies” in different markets in Africa, such as Ghana and Gabon, in collaboration with UNESCO literacy initiatives.
The brand holds periodic meetings with local merchants to provide them with information about new products or promote sales incentive or rewards and loyalty programs. It also holds feedback sessions, workshops and training classes to strengthen ties with a key segment for Maggi’s business in the region. The brand also collaborates with local influencers to make the work of “mammies” visible.
