Odiri Erewa-Meggison, the External Affairs Director of British American Tobacco West and Central Africa, delivered a compelling message at the 2025 BUSINESSDAY Manufacturing Conference, urging Nigerian manufacturers to capitalize on the immense opportunities presented by the African Continental Free Trade Area (AfCFTA). She emphasized that AfCFTA represents a crucial growth frontier for Nigerian businesses, enabling them to transcend the limitations of the domestic market and expand their reach across the African continent. Erewa-Meggison stressed that aligning business models with the AfCFTA framework is essential for future success, particularly given the current economic challenges faced by Nigeria’s manufacturing sector, including rising inflation, foreign exchange scarcity, and infrastructure deficits. The AfCFTA, she argued, offers a powerful platform for achieving scale, attracting investment, and facilitating knowledge exchange, thereby bolstering the competitiveness of Nigerian manufacturers on a continental stage.
Using BAT Nigeria as a case study, Erewa-Meggison illustrated how strategic foresight, local investment, and a commitment to sustainability can enable businesses to navigate through periods of economic turbulence. She highlighted BAT Nigeria’s resilience over decades, attributing its success to these core principles. The company’s $185 million manufacturing hub in Ibadan serves as a testament to its local investment strategy, exporting products to 11 countries, including the United States, and contributing $110 million annually in foreign exchange earnings – a significant boost to Nigeria’s forex-strapped economy. With a domestic shipment share of 55 percent, BAT Nigeria has solidified its position as a major player in the Nigerian market.
Furthermore, Erewa-Meggison emphasized BAT Nigeria’s commitment to contributing to the nation’s economic development beyond manufacturing and exports. She revealed that the company paid over ₦415 billion in taxes between 2018 and 2023, underscoring its significant contribution to government revenue. The company’s investment in human capital is also evident in its annual training of over 600 staff in leadership and technical skills. BAT Nigeria’s dedication to workplace safety is reflected in its achievement of a zero lost-time incident record since 2021, demonstrating its commitment to employee well-being.
Erewa-Meggison further highlighted BAT Nigeria’s focus on inclusivity and empowerment. The company boasts an inclusion score of 86 percent, with women occupying 36 percent of management roles and 38 percent of senior leadership positions. The fact that 67 percent of senior leadership are Nigerian nationals further exemplifies BAT Nigeria’s commitment to local talent development. This emphasis on inclusivity, Erewa-Meggison argued, is not merely a social responsibility but a key driver of innovation and growth. By empowering its workforce and fostering a diverse and inclusive environment, BAT Nigeria positions itself for continued success in a rapidly changing global landscape.
Sustainability, according to Erewa-Meggison, is not just a buzzword but a business imperative. BAT Nigeria has integrated Environmental, Social, and Governance (ESG) principles across its operations. Its commitment to environmental responsibility is demonstrated by its zero-waste certification across all sites and the recycling of 30 percent of the water used in production. The company’s ambitious goal of achieving 100 percent renewable electricity by 2030 further underscores its dedication to mitigating its environmental impact. Recognizing the importance of broader industry adoption of ESG principles, BAT Nigeria has partnered with the ESG Forum to promote knowledge-sharing and equip young professionals for sustainability-focused careers, thereby contributing to the development of a more sustainable future for Nigerian businesses.
Finally, Erewa-Meggison challenged Nigerian manufacturers to embrace innovation and adapt to the evolving demands of the global market. BAT Nigeria’s integration of digital technologies, including artificial intelligence and real-time monitoring, in its manufacturing processes serves as a prime example of how businesses can leverage technology to enhance efficiency and improve decision-making. She urged industry players to move beyond traditional models and embrace collaboration, policy advocacy, and the development of industrial clusters. In conclusion, Erewa-Meggison’s message was a call to action for Nigerian manufacturers to build for the future – a future characterized by digitalization, inclusivity, sustainability, and regional integration, all facilitated by the transformative potential of the AfCFTA. Her address provided a roadmap for Nigerian businesses to navigate the complexities of the current economic climate and unlock their full potential on the continental stage.
