World Food Day, celebrated annually on October 16, is a global initiative to end hunger. This year’s theme, “Hand in Hand for Better Foods and Better Future’, reflects the United Nation’s Food and Agriculture Organisation’s Hand-in-Hand initiative, which promotes evidence-driven, country-led partnerships to transform agri-food systems and strengthen food security.

In Liberia—a nation with a rich history and vibrant culture—World Food Day commemorations are rare. Onga, in partnership with local distributor QTRACO, seized the opportunity to host Liberia’s first-ever World Food Day celebration (a first for a food brand) positioning Onga as a thought leader in food safety and security advocacy.

The activation created a platform to engage key stakeholders in media and the food value chain. A special Onga Breakfast Moment was organised at Liberia Broadcasting System (LBS), where over 200 staff members, including influential TV and radio presenters, enjoyed meals prepared with Onga seasoning. Television and radio broadcasts educated the public on the significance of World Food Day. Participants of the Onga Breakfast Moment with LBS received samples of Onga Shrimp, Chicken, and Beef tablets, while consumers who purchased were rewarded with branded aprons and other giveaways.

Market women—our vital partners—were engaged over three days. A total of 1 500 food packs prepared with Onga seasoning were distributed to loyal retailers in Liberia’s top three open markets (Rally Town, Duala, and Omega). Shoppers also received samples and education on food safety and security.

The initiative was a resounding success, generating positive feedback and strong market engagement. Market women praised the taste of Onga and the innovative approach of bringing a global celebration to local markets. This activation created a memorable experience that resonated with thousands of consumers.