Nigeria’s largest street food festival and competition, Sabi Chef, has appointed esteemed food blogger and Instagram sensation, Chef Joy Ogbidi popularly known as joy_etor as its new ambassador.
The announcement was made during an unveiling event in Lagos, marking a significant moment for both the festival and Chef Joy.
Speaking at the event, CEO of Sabi Chef, Shola Ewuola, expressed his excitement about the collaboration, emphasising Chef Joy’s remarkable dedication to promoting Nigeria’s rich culinary heritage.
He mentioned that Chef Joy was the natural choice for the brand remarking her unwavering commitment to showcasing street food culture and her innovative approach to culinary arts align perfectly with the brand’s ethos.
The CEO stated the renowned chef will represent the show in all its media engagements, create a refreshing new identity for the brand, endear it to the eating public, show-lovers, food producers and other stakeholders in the food & entertainment industry.
With Ogbidi onboard as ambassador, Sabi Chef looks poised to continue its mission of celebrating Nigeria’s culinary diversity and promoting the country’s street food culture on a global scale, he said.
In response to the new appointment, Ogbidi expressed her gratitude for the opportunity, highlighting her passion for celebrating the country’s diverse culinary traditions.
“It is with all pleasure that I step into my new role as brand ambassador for Sabi Chef, as a chef and food content creator, being a part of such a project that helps to celebrate Nigerian street food is one that is very dear to my heart,” she said.
“Nigeria is blessed with an abundance of food and our street food is one that brings everyone together and fosters love and togetherness. In my capacity as brand ambassador I will project the brand’s vision and mission effortlessly to making Sabi chef a household name.”
