Promasidor

Promasidor Nigeria is a subsidiary of Promasidor Holdings, a privately held food and beverage group operating across more than 30 African markets from Bryanston, South Africa, founded in 1979 by Robert Rose; the Rose family retains majority ownership, with Japan's Ajinomoto Co. holding an approximate one-third minority stake acquired in 2016. The Nigerian operation traces its roots to 1993, when the company launched the Cowbell Milk sachet, a packaging format that disrupted the Nigerian powdered milk market and was subsequently adopted by competing manufacturers. Cowbell remains the flagship dairy brand and market leader in its category, alongside Onga, the company's principal seasoning brand. François Gillet has led Promasidor Nigeria as CEO since July 2024, joining from Danone, while Festus Tettey was appointed Group CEO of Promasidor Holdings in November 2025.

A central pillar of the company's operations is the Ikun Dairy Farm, established in partnership with the Ekiti State Government in 2019 with an initial investment of $5 million and since expanded, which the company describes as the largest dairy farm in Nigeria, spanning over 500 hectares and hosting more than 750 high-yielding cattle as of 2026, part of a backward-integration strategy to localise raw milk sourcing. The farm underpins a school feeding initiative, Ikun Milk Day, distributing fresh milk weekly to primary school children in the host community, alongside Harness Your Dream, a near-decade-old mentorship programme for junior secondary school students nationwide.

During 2025 and 2026, Promasidor Nigeria received several industry recognitions, including Outstanding Dairy Company of the Year and Dairy Brand of the Year for Cowbell, and launched 'Build Your Business with Promasidor' in August 2026, inviting established Nigerian entrepreneurs to join its distribution network across selected territories.