ZADNA Consumer Launch Event on April 17th 2009

Zadna Sorghum Flour Launch not only showcased the largest and most diversified culture event in  country,  but  also unveiled Sayga’s new traditional food solutions brand that reflects the traditional food culture of  Sudan. It also demonstrated a production breakthrough in the milling industry worldwide and Sudan specifically.

Zadna Consumer launch took place in Al Mariekh Stadium in Omdurman with an estimated 40,000 spectators!

ZADNA is a name stemming from ‘zad’ which means food and is an embodiment of everything traditional. Sorghum is considered the staple food for many of the peoples of Sudan. Zadna’s launch took place in a huge cultural festival presenting  Sudanese culture from the different parts of Sudan. Sowing practices were reflected in forms of folklore dances, poetry, songs and different forms of art and huge fireworks show.

Zadna’s launch reflected the richness of Sudan’s heritage and culture, the beauty and richness of diversity that should be preserved. It was a great example of how can the launch of a product be turned into a symbol of unity and peace.