The third Puff puff Festival in Uyo, Akwa Ibom State, is scheduled to hold from December 26 – 28, 2018. The Next Edition spoke to Barrister Unwana Umana, the progenitor of the Puff Puff Festival who is a trained lawyer and a certified non-violence practitioner with certification from the Kingian Non-violence Center, University of Rhode Island. He is also an event and project expert who curates ideas for brands and the Puff puff festival is one of his most notable events. He is also an Author of ‘The World Within Us’ a collections of poems. With no background in catering, it is intriguing how he decides to be in the forefront of the promotion of puff puff.
TNE: Puff Festival is in its second year. What was the vision behind it? Why Puff puff?
It’s all rooted in the bid to advance the Puff Puff identity, and to create a promotional platform for finger food Chefs. Puff Puff is one of Nigeria’s most popular finger foods, but it lacked adequate mainstream patronage. Finger food Chefs were not taken seriously around the country, basically people saw finger food Chefs as just petty cooks. We understood that so we develop Puff Puff into diverse number of recipes, and establish a platform for Finger food Chefs to sell and to promote their brands for free. It would sustain and grow Puff Puff as a sophisticated finger food in Nigeria and around the world.
TNE: What did you achieve in your first year of promoting puff puff? How was the turnout and how did the people receive it?
In the first year we did two editions, first one was in August 2017, the second was December 2017. Both had large number of attendees. People were fascinated by the possibilities of having to enjoy Puff Puff in ways they’ve never thought of or dreamed of. We’ve had in both events hundreds and thousands of attendees. We’ve succeeded to create an event culture that is niched but powerful enough to expand beyond its limitations.
We also achieved Registration of the brand, applying for trademarks, etc.
TNE: How do you get in contact with the Chefs who cook at the festival?
We make announcements and Chefs contact us, some Chefs refer other Chefs. We have a community guideline on how Chefs can exhibit. Since the event is carefully curated, we choose our Chefs and equip them with the primary ingredients.
TNE: Do the chefs make money from this?
The festival is setup to achieve a lot of cultural possibilities. One of our core objectives is to make sure the finger food Chefs sell Puff Puff at the festival. We do not charge the Chefs and we do not ask for commission from sales. We give the primary services or products needed, which is often sponsored by one of key Sponsors, Flour Mill of Nigeria. They’ve been supportive in terms of giving out products to the Chefs.
TNE: What’s in it for you? Why would a lawyer decide to do this?
Lawyers do everything, we exist in every industry. I’m a Lawyer with a lot of interest in Events and projects. I’ve curated events and projects for other companies. The aim for me is to create events and projects that help develop diverse capacities. Does it help a brand grow? Does it help humanity? Does it advance an industry? With this, being part of a greater narrative, building our economy.
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TNE: What is the goal of Puff puff festival?
There’s no end to the end festival. It’s all about a journey. In 10 years it could be anything. In 100 years, it could still be anything. The goal is to have fun, develop more experiences out of its journey. The experience of financial fulfilment to the Chefs and partners and sponsors. The experience of brand communication within the Puff Puff Festival. The experience of unlimited human connection and growth.
TNE: What’s your projection for Puff puff festival in the years to come?
I see Puff Puff Festival constantly growing, growing beyond borders, growing beyond cultures, growing beyond continental and international taste. It’s not about the Puff Puff alone, it’s about the improvement in how we experience life with Puff Puff. The growth of Puff Puff will also influence the growth of allied products used in making Puff Puff. It will also bring tremendous growth in the food industry. That’s my dream.
