By Peter Egwuatu

Munro Icing Sugar has deepened its engagement with Nigeria’s baking industry, bringing together bakers and other stakeholders to explore strategies for business growth, visibility and long-term sustainability in a rapidly evolving market.
The company hosted the event, titled “Bakers Who Brunch: Rising Beyond the Oven,” at Radisson Blu Hotel, Ikeja, Lagos, as part of efforts to equip baking entrepreneurs with practical tools to scale their businesses beyond technical skill.
The gathering, which attracted baking professionals and industry players, marked Munro Icing Sugar’s first structured initiative aimed at strengthening its relationship with Nigeria’s growing baking community.
Speaking at the event, Chief Executive Officer of Honeysuckle Cakes, Chineze Ibuoka, urged bakers to move beyond passion-driven operations and build structured, scalable enterprises.
According to her, opportunities in Nigeria’s baking industry remain significant, but sustainable growth now requires stronger systems, strategic visibility and a business-oriented approach.
She said bakers must increasingly see their craft as an enterprise that can be expanded through deliberate planning, market positioning and improved customer engagement.
A major highlight of the event was a panel session themed, “Skill, Visibility and Winning Customers in a Digital Age,” where established baking entrepreneurs shared insights on branding, content strategy and operational efficiency.
Cake artist and digital baking educator, Ike Ogechukwu, said social media has transformed the baking industry by giving entrepreneurs the opportunity to create demand and build direct relationships with customers.
She, however, stressed that online visibility alone is not enough, noting that bakers must back it with structure, consistency and proper pricing.
Also speaking, Brand Communicator at Its9jaxkaxakes, Tomiwa Sekoni, said customers now buy more than cakes, noting that trust, credibility and storytelling have become critical factors in attracting and retaining clients.
Similarly, Chief Executive Officer of Joel Adu Studios, Joel Adu, highlighted the growing importance of visual presentation in the digital marketplace.
He said consumers are often drawn first by what they see, adding that strong product imagery, videos and consistent branding are now essential for bakers seeking to stand out in an increasingly competitive and scroll-driven economy.
The event also featured a “Pitch & Win” session, where participants presented business growth ideas and expansion strategies.
At the end of the session, chef and baker Damien Okoye emerged winner of a N500,000 business grant.
Speaking on the company’s commitment to the sector, General Manager, Commercial, Brian Munro Limited, Rilwan Shofunde, said the brand remains committed to supporting bakers beyond product supply.
According to him, Munro Icing Sugar sees itself as a dependable partner in the development of Nigeria’s baking ecosystem by promoting both product excellence and entrepreneurship.
Participants described the event as insightful and inspiring, stressing that success in today’s baking industry requires a blend of skill, strategy and strong digital visibility.