@distrodock: Here is how Indomie became Nigeria's national dish. In 1988, Tolaram shipped instant noodles to Lagos. Nigeria had no word for noodles and shops refused to stock them. Tolaram stayed anyway. They created the category: free samples in schools, jingles children could sing, recipes that made noodles Nigerian. Then they built everything the country did not have: factories, flour mills, seasoning plants, their own power, their own trucks and depots. Decades later they hold 70% of Nigeria's noodle market, and Kellogg's paid $450 million just to partner with that network. In 2023, Tolaram co-built the deepest port in Nigeria. First to market matters less than first to distribution. Anybody can build now. Distribution is the moat. Follow for how businesses win markets. #GoToMarket#daily #distribution #motivation #business #africa #nigeria

Distrodock 🔸 for Builders

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Tuesday 01 September 2026 16:44:35 GMT