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Nigerian beverage tycoon Adebola Adegunwa, the billionaire behind Rite Foods Limited, is drawing attention not just for challenging Coca-Cola and Pepsi in Africa’s biggest market but also for pushing his company deeper into sustainability.
Rite Foods said it collected 40 tons of plastic waste from Lagos during July as part of a global campaign to promote recycling and curb pollution. The effort, branded “RiteOnTheBeach,” was carried out in partnership with Lagos eco-resort Pop Beach Club and backed by the state government’s Sustainable Development Goals office.
The cleanup drive distributed more than 30,000 recovery bags across the city, encouraging residents to gather and return plastic for recycling. Company staff also joined in, sorting bottles themselves and helping cut carbon emissions, the firm said.
“This result reinforces our belief that collective and consistent actions yield lasting impact,” said Seleem Adegunwa, the company’s managing director. “RiteOnTheBeach is a lifestyle change that supports Lagos State’s vision for a sustainable, clean, and healthy environment.”
Adebola Adegunwa, whose company makes Bigi soft drinks, Fearless Energy, and Rite sausages, has long been one of Coca-Cola and PepsiCo’s strongest competitors in Nigeria’s $4 billion beverage market. His son, Seleem, runs the day-to-day operations while Adegunwa senior remains chairman of the family-owned empire.
A tycoon’s philanthropic reach
The push into sustainability comes on the heels of Adegunwa’s well-documented philanthropy. Earlier this year, he donated $1 million to establish a trauma center at the Olabisi Onabanjo University Teaching Hospital in Ogun State, part of a wider effort to expand access to healthcare in Nigeria. The center is expected to treat crash victims and other patients in urgent need of medical attention.
Beyond healthcare, Adegunwa’s family has funded schools and cultural initiatives, further establishing him as one of Nigeria’s most socially engaged business figures.
Recycling and responsibility
Corporate Affairs chief Ekuma Eze said Rite Foods now sees waste recovery as part of its product life cycle. “Plastic is not the problem; improper disposal is,” he said. “By keeping plastics out of our waters, we protect ecosystems and open doors for recycling innovations that transform waste into valuable products.”
The partnership with Pop Beach Club has already resulted in thousands of tons of plastics collected from Lagos’ shorelines. Some of the proceeds go toward a back-to-school program for underserved children.
Building a broader legacy
Adegunwa, who built Rite Foods into one of Nigeria’s most recognizable consumer brands, now faces the dual challenge of sustaining growth against global competitors while pushing environmental responsibility.
