World Milk Day… Cowbell Embarks on Massive Milk Education & Donates 50 Cartons to Aberdeen Women’s Centre


By Foday Moriba Conteh

As part of efforts to raise awareness about the importance and benefits of milk consumption in the country, 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, joined the world on Friday, May 31, and Saturday, June 1, 2024, to commemorate World Milk Day. This international day, established by the Food and Agriculture Organization (FAO) of the United Nations, recognizes the importance of milk as a global food and has been observed on June 1 every year since 2001.

During this year’s commemoration, the company embarked on a massive milk education campaign. A motorcade float parade commenced on May 31, 2024, from Cline Town to Jui for the East End of Freetown, and continued on June 1, 2024, from Cline Town to Funkia Market for the Western Area Urban. Additionally, the company sampled Cowbell products, giving actual and potential consumers the opportunity to enjoy good nutrition through Cowbell milk at key points during the motorcade float parade. This was executed by offering dry samples of Cowbell powdered milk to commuters.

In addition to the educational campaign, the company donated 50 cartons of Cowbell Milk to the Aberdeen Women’s Centre in Aberdeen to support malnutrition efforts in Sierra Leone.

Presenting the donation to the Aberdeen Women’s Centre, the Country Manager of Premium Divine Trading Ltd, Kenneth Konuah, highlighted that his company has been supporting the work of the Aberdeen Women’s Centre for some time now, adding that in celebration of this year’s World Milk Day, observed annually on June 1st to recognize the importance of milk as a global, affordable and nutritious food, Premium Divine Trading Ltd aimed to increase awareness about the benefits of milk consumption for all.

As part of their massive milk education campaign, he disclosed that the company deemed it fit to donate 50 cartons of Cowbell milk to the facility to support pregnant women, lactating mothers and children.

Kenneth Konuah expressed appreciation for the tremendous work being done by the Management and Staff of the Aberdeen Women’s Centre and promised continuous support for the facility.

He also noted that Premium Divine Trading Ltd, as a responsible company, undertook the exercise to commemorate World Milk Day by raising awareness of the importance and benefits of milk within the Freetown Municipality.

During this process, they educated thousands of commuters about the significance of consuming Cowbell milk, which is a rich source of protein, calcium, and vitamins A, B, C, D, E and K, collectively known as Vitarich.

Receiving the donation, the Country Director, Aberdeen Women’s Centre Ruth Milliken expressed gratitude to Premium Divine Trading Ltd for the generous contribution, which she described as crucial for the facility.

She mentioned that the donated cartons of milk will be immensely beneficial, particularly for their busy maternity ward, and will greatly support pregnant women, lactating mothers and children.

The Country Director assured that the donation will be used for its intended purpose, benefiting those whom it is meant to support.

On his part, Head of Sales of Premium Divine Trading Limited, Kwaku Ampadu Afoani, highlighted that the massive milk campaign is part of their efforts to promote the consumption of quality food products in the country.

He explained that Cowbell products come in various sizes, including 14g sachets, 20g sachets, 360g sachets and 400g tins for milk. Additionally, Cowbell food drink packages, such as Coffee, Strawberry, Coconut, Choco-Malt and Cowbell Mocha, are available in 40g sizes. These products are produced in Ghana by Promasidor Ghana Limited and exported to several West African countries, including Sierra Leone, where Premium Divine Trading Company Ltd serves as the sole distributor.

Kwaku Ampadu Afoani added that Premium Divine Trading Company Ltd also distributes and markets Onga, Miksi Chocolate and coffee drinks, Kremela, and Yumvita the latter being an infant cereal with milk containing wheat, rice and maize.

He emphasized that the company guarantees the availability of quality milk for everyone, aiming to discourage the use of unsafe milk products on the market.

He concluded by encouraging everyone to choose the company’s products, especially Cowbell Milk, which he assured, is of high quality and provides essential nutrients for the body.

One of the beneficiaries, Ibrahim Sesay, a driver who benefited from the milk education and sampling, commended Premium Divine Trading Company Ltd for their commendable effort in reaching out to communities with the milk education. He described the initiative as vital for the development and growth of all.

Ibrahim Sesay praised Cowbell Coffee and Milk for their rich nutrient content, essential for proper growth.

He also encouraged everyone to purchase products from Premium Divine Trading Company Ltd, assuring that they would not regret their choice, given the high quality and nutritional value of their products.


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