Akonte Ekine is the convener Consumers Value Awards (CVA). He has been on it for the past four years. Recently he spoke to us on the challenges and what inspired him into organizing the award, which is in its voting stage for this year.
What is CVA all about?
The Consumers Value Awards (CVA) is a unique recognition platform designed to celebrate brands and organisations in Nigeria that consistently deliver value to consumers. Unlike many awards that focus purely on size or popularity, CVA is rooted in consumer perception, trust, satisfaction, and impact. Brands are nominated and voted for by real consumers, making it an authentic barometer of consumer confidence. It’s an initiative that reinforces accountability, transparency, and excellence across industries.
You have been on it for the past four years, what has been your experiences, challenges, and expectations?
Over the past four years, the experience has been both humbling and inspiring. On the one hand, we have seen remarkable enthusiasm from consumers eager to express their loyalty and opinions. On the other, organising an award that aspires to remain credible in such a dynamic marketplace has its challenges—particularly in ensuring transparency, combating skepticism, and managing the logistics of large-scale consumer voting. Our expectation is that CVA will continue to grow as the go-to benchmark for consumer trust and ultimately help improve service delivery and product quality across Nigeria.
How have the big brands and federal/states’ agencies been responding to CVA?
The response has been increasingly positive. Initially, some brands and agencies were cautious, preferring to see how credible and impactful the platform would be. Over time, as they observed the rigour of our process and the authenticity of consumer participation, they became more engaged. Today, many brands are listed for voting and for the first tie we are listing federal agencies too for voting primarily based on consumers nominating the agencies.
In the past we enjoyed the support of one or two federal agencies.
How has the award impacted you and your company? Has it opened doors for you?
Definitely. The CVA project has positioned us as a catalyst for promoting consumer rights and transparency. It has strengthened our credibility in the industry and opened conversations with brands and institutions that share the same vision.
Do you not think that there are too many awards in Nigeria?
It’s true that there are many awards in the country, and that’s not necessarily a bad thing—recognition can inspire improvement. However, what sets CVA apart is its consumer-centered approach. Many awards are adjudicated by panels or committees behind closed doors, but CVA puts the power in the hands of everyday consumers. That transparency and inclusiveness are why we believe it fills a gap, rather than simply adding to the noise.
What made you go into the project?
It was born out of the conviction that consumers deserve a stronger voice. Consumers often don’t have a structured platform to celebrate brands that truly serve them well. We wanted to bridge that gap by creating an award system that champions fairness, trust, and accountability—while giving brands actionable feedback on how they are perceived. It’s our way of contributing to a healthier business ecosystem.
How does the award impact the brands?
For brands, the CVA is a valuable endorsement directly from the people who matter most—their customers. Winning or even being nominated boosts credibility, enhances brand reputation, and motivates teams internally. Nothing beats the consumer testament.
What measures are in place to ensure the voting process is transparent and credible?
We use a secure online voting portal that requires validation to prevent duplicate votes and manipulation. Strictly and email must be registered to vote after receiving OTP. Additionally, Transparency is central to our mission, and we take it seriously.
What is your vision for the future of CVA?
Our vision is to make the Consumers Value Awards the most respected consumer choice recognition in the country. We plan to incorporate more data-driven insights, and build stronger collaborations with regulators and consumer advocacy groups. Ultimately, we want to help elevate the standards of products and services.
How can smaller or emerging brands participate and benefit from CVA?
CVA is designed to be inclusive. Smaller brands can nominate themselves or be nominated by consumers. Because the awards are determined by consumer votes rather than marketing budgets, even emerging brands with loyal customers have a fair chance to be recognized. Participation helps them build awareness, credibility, and a stronger connection with their target audience.
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