From farm to global markets: Misan Bolorunfe on Nigeria’s ethical trade opportunity

In an era defined by intricate global value chains and increasing consumer demand for ethically sourced goods, Nigeria finds itself at a pivotal juncture.

Traditionally reliant on raw material exports, the country has yet to fully capitalise on the rising importance of fair trade as a critical determinant of market access and competitiveness.

For Nigeria, embracing fair trade is more than an ethical commitment, it is a strategic opportunity to redefine its position in the global economy.

Misan Bolorunfe, a seasoned retail strategist and Columbia Business School MBA candidate, believes that fair trade principles hold the key to unlocking Nigeria’s potential.

Drawing on her extensive experience advising global retail and consumer goods companies, Bolorunfe has seen firsthand how ethical supply chains can elevate emerging markets.

From optimizing supply chains to driving sustainability-focused growth, her work has provided her with a unique perspective on how Nigeria can reposition itself as a leader in value-added trade.

Bolorunfe points to success stories from other regions as evidence of what is possible. In Peru, coffee cooperatives have transformed themselves into global brands by adhering to fair trade certifications.

By showcasing traceable origins, equitable wages, and environmentally conscious farming practices, these cooperatives have secured premium contracts and inspired buyer loyalty.

Similarly, Ghana’s cocoa industry has distinguished itself in the global market by aligning with fair trade standards, attracting multinational chocolate makers eager to meet rising consumer demand for sustainable sourcing.

These examples underscore a powerful shift: commodities are no longer valued solely by their volume but by the ethical and sustainable practices embedded in their production.

For Nigeria to achieve similar success, Bolorunfe emphasizes the need to build robust systems for traceability.

Digital solutions such as blockchain or barcoding can offer buyers a transparent view of how Nigerian products are cultivated, processed, and exported.

This level of visibility not only enhances the credibility of the “Made in Nigeria label but also safeguards farmers from exploitation, ensuring fair compensation across the value chain.

Institutional collaboration is another comerstone of Bolorunfe’s vision. She argues that meaningful progress requires the joint efforts of government bodies, private enterprises, and nonprofit organizations.

Together, these stakeholders can streamline certification processes, provide technical support to producers, and foster an ecosystem of accountability.

By creating a shared sense of responsibility, Nigeria can ensure that fair trade becomes a consistent and scalable model for its exports.

Domestic consumer awareness also plays a pivotal role in this transformation. While much of the fair trade narrative centers on international buyers, Bolorunfe highlights the untapped potential of Nigerian consumers.

By promoting stories of how fair trade premiums have funded schools, clinics, and other community projects, domestic campaigns can inspire pride in buying locally produced, ethically sourced goods.

A robust local market for fair trade products reinforces quality standards and helps drive a virtuous cycle of social and economic development.

Bolorunfe’s vision for Nigeria is rooted in both professional expertise and a personal commitment to sustainable development.

Her work bridges the realms of strategy, global commerce, and social impact, making her uniquely equipped to champion a reimagined export narrative for the country.

She envisions a future where Nigeria transitions from being a commodity exporter to a global leader in ethical, value-driven trade.

By investing in traceability, fostering collaboration, and building consumer awareness, Nigeria can position its producers as trusted partners in a rapidly evolving global economy.