By Josephine Agbonkhese

In the vibrant summer of 2024, one of the United Kingdom’s largest cities, Sheffield, witnessed an extraordinary cultural event that brought the rich flavours and vibrant sounds of Nigeria to British soil— the Naija Food Carnival.

Organised by Olabamidele Badmos, the Founder/CEO of Crux Nxtion Events, and his team, this event was a celebration of Nigerian cuisine, music, and entertainment.

Despite the odds, Olabamidele and his team transformed the rainy British summer into a day of fun, food, and cultural fusion that attracted over 420 attendees and thrilled both vendors and participants alike.

The brief for the event was clear: introduce Nigerian food to a wider British audience, while also creating an enjoyable and immersive experience.

The Naija Food Carnival was intended to introduce different African meals to British culture. The event featured over 20 food vendors offering more than 45 Nigerian delicacies, alongside performances from artists, DJs, and dancers.

There was even a car raffle, which added an exciting layer of entertainment. The Cruise Nation’s holistic approach ensured that the carnival was not just about food—it was a cultural experience, as attendees enjoyed not only the diverse menu but also entertainment, competitions, and social connections.

When asked about the key challenges leading up to the carnival, Olabamidele said, “My major challenge was funding and soliciting sponsorship. Most companies were not replying to my emails and request letters.”

In an industry where events thrive on sponsorship deals, this was a significant hurdle for the team. However, determined to make the Naija Food Carnival a reality, Olabamidele worked extra hours to raise funds and ensure the event would not be compromised.

For him therefore, one of the most significant success indicators for the Crux Nxtion Team was the feedback from vendors and attendees.

“All 20 vendors had positive reviews. They sold out their food, with some even needing to replenish their stock to meet the demand. The vendors were so satisfied that they requested to sign up for future events.

“Attendees also appreciated the variety and affordability of the food, with many enjoying the unique opportunity to sample Nigerian cuisine while engaging in the entertainment offerings,” he said.

Organising a large event with multiple vendors and suppliers requires seamless communication, and Olabamidele ensured this through a dedicated social media communication channel and the employment of a community engagement officer.

Although Crux Nxtion has, in the past, successfully organised large-scale events such as the African-themed wedding event “Gang of Lagos” in 2023, the Naija Food Carnival represented a new milestone.

“It’s the Naija Food Carnival,” he said when asked about his most successful event to date.

“With over 420 attendees and vendors achieving sell-out success, this carnival solidifies Crux Nation’s place as a leader in African-themed events in the UK,” he added.

Apart from the turnout and the sold out testimonials from the vendors, Bamidele was particularly happy that the event had no safety issues.

“Safety is always a priority for Crux Nation events. The team meticulously plans by requesting the floor plan for each venue, identifying assembly points, fire exits, and performing risk assessments. We also ensure we provide adequate security with licensed and authorised companies; although mostly provided by the venue. This level of care ensured that the Naija Food Carnival was not only fun but also safe for all attendees,” Bamidele explained.

Founded in 2022 by Olabamidele Badmos, a UK-based Nigerian events manager after completing his Master’s degree in Public Relations from Sheffield Hallam University, Crux Nxtion Events has grown, from its first event only having an audience of 42 people to its most recent event recording over 420 attendees; fast becoming a household name among Africans in the UK, particularly Nigerians.

According to Olabamidele, the organisation was inspired by the need to address a widening gap in African entertainment for immigrants and Africans in the UK; hence the need to launch a company that would connect people through music and celebration.

Speaking on his vision, he elaborated: “Looking ahead, Crux Nxtion has big plans; following the success of the Naija Food Carnival, we are already planning the “Summer End of Sales” event for black business vendors in Sheffield, followed by the highly anticipated Ankara Festival which is a celebration of African heritage.

“With each event, we aim to provide more opportunities for cultural expression, community building, and entertainment for Africans in the diaspora.”