Juliet Tontoye: Why Are We Renaming Nigerian Food to Make It Sound More Western?

I was watching TV recently, and an ad came on for a popular food brand. The product on screen looked incredibly familiar, but the name of the product sounded unfamiliar, which caused a massive disconnect between me and the product. What should have been proudly called Garri was being marketed as “Cassava Grits.”

I sat there with so many questions for the marketing team. Was this rebrand for the upscale domestic market? An attempt at creativity? Or a desperate bid to polish the food so it sounds posh enough for international shoppers?. Whatever the goal, it felt like Garri had been stripped of its colour and made bland.

While there is no clear source, Garri, as a word, could be said to have originated from Northern Nigeria. The Hausa people of Northern Nigeria refer to any food that comes in powdery or grain form as Garin. Maize flour is called Garin masara, Wheat flour is called Garin alkama and Cassava flour is called Garin kwaki. Garin being a common name for food produce that has been ground into powder, naturally evolved to being called Garri. This name change was a result of inter-cultural trade between Northern Nigeria, the rest of Nigeria and West Africa.

Over the years, Garri has become a staple, not just in Nigeria, but also in Liberia, Ghana, Cameroon, Togo, and the Republic of Benin.

This might be news to you, but Garri is used to make soup in some parts of Nigeria. You may enjoy your Garri, paired with cold water, sugar and groundnut on a hot afternoon, while someone else loves Garri as a swallow. Moulded into a soft, pillowy perfection, accompanying their favourite local soup. In Delta State, especially with the Urhobo, Isoko and Itsekiri peoples, Garri can be both the…