By Foday Moriba Conteh
As part of efforts to raise awareness about the importance and benefits of milk consumption in the country, the Premium Divine Trading Company Ltd, a food distribution company that operates as an agent for Promasidor, a leading supplier of quality food products to more than 30 African countries, including Sierra Leone, from the 1st to 3rd June, 2023 joined the world to commemorate World Milk Day, which is an international day established by the Food and Agriculture Organization (FAO) of the United Nations to recognize the importance of milk as a global food. It has been observed on June 1 every year since 2001.
During this year’s commemoration, the company embarked on massive milk education and sampling by availing actual and potential consumers of Cowbell the opportunity to enjoy good nutrition through cowbell milk at key points within the Freetown Municipality. This was executed by making available dry samples of cowbell powdered milk as well as wet samples of cowbell coffee and strawberry for commuters within the Freetown Municipality to enjoy. Major centers that the event took place were:  Shell Station, Ferry Terminal and Lumley.
In addition, ten (10) buses that commute within the East and West Ends of Freetown were branded cowbell and commuters surprised with a free sachet of cowbell.
Speaking on behalf of the company, the Marketing Lead of Premium Divine Trading Ltd, Ansu Charles, disclosed that World Milk Day is observed every year on the 1st June to recognize the importance of milk as a global affordable nutritious food, adding that the main objective of the day is to focus on increasing awareness about the benefits of milk as a nutritious product for consumption by all and sundry which he said was established by the Food and Agriculture Organization (FAO) of the United Nations in 2001.
He intimated that Premium Divine Trading, as a responsible company, thought it fit to embark upon this exercise in order to join the world in commemorating the day through massive education or awareness raising of the importance and benefits of milk within the Freetown Municipality, adding that during the process they educated thousands of commuters emphasizing the significance of consuming cowbell milk which he said is a rich source of protein, calcium and vitamins A, B, C, DÂ E and K otherwise referred to as Vitarich.
Ansu Charles furthered that they are doing a lot to promote the consumption of quality food products in the country adding that the move by the company is part of their efforts in raising awareness about the importance of milk in the country and it clearly shows that the company cares about the wellbeing of Sierra Leoneans.
He maintained that Cowbell products come in 14g sachet, 20g sachet, 360g sachet and 400g tins for the milks. Also, cowbell food drinks package sizes are 40gs for the Coffee, Strawberry, Coconut, Choco-Malt and Cowbell Mocha and they are all produced in Ghana by Promasidor Ghana Limited for export sales to some West African countries including Sierra Leone.
The Marketing Lead added that the Premium Divine Trading Company Ltd also distributes and markets Onga, Miksi Chocolate and coffee drinks, Xploza, Kremela and Yumvita , the latter being an infant cereal with milk also containing wheat, rice and maize.
He revealed that they are the sole distributor of all the aforementioned products in the country.
Ansu Charles stated that as a company they can guarantee the availability of quality milk for consumption by everyone, adding that they are doing so to discourage the use of unsafe milk products on the market.
He concluded by encouraging all to go in for the company’s products especially the Cowbell Milk which he said is of high quality and
when consumed will definitely nourish the body as it has all the required nutrients needed by the body.
One of the beneficiaries, Fatmata Kargbo, a Petty Trader who benefited from the milk education and the sampling commended Premium Divine Trading Company Ltd for the laudable venture in reaching out to communities with milk education describing such as very important towards the development and growth of all.
She said that the Cowbell Coffee and Milk are very rich in nutrients and they contain all what the body needs for proper growth.
Fatmata Kargbo encouraged all to buy Premium Divine Trading Company Ltd products, stating that they will not regret as their products have the required nutrients and they are of high quality.
