ABU Mass Communication Student Leads Team to Victory at ICERFE Enterprise Pitch 2.0

By Ibrahim Abdulsalam Olasunkanmi (U19MM1123)

A final-year student of Mass Communication at Ahmadu Bello University, Michelle Jackson, has once again proven the creative and entrepreneurial edge of the department by co-leading Beacon Aromatics to victory at the prestigious ICERFE Students Enterprise Pitch 2.0.

The winning idea, Tomapep, is an all-natural blend of tomatoes, peppers, and onions designed to tackle Nigeria’s post-harvest losses while providing households with year-round convenience. With a one-year shelf life, no chemical preservatives, and a taste close to fresh stew, Tomapep addresses a challenge that has long plagued Nigerian farmers: over 45% of tomatoes produced annually go to waste due to poor preservation and storage.

Michelle, who co-founded the team, worked alongside Segun Ogunesan, a Chemistry graduate who pioneered the idea; Robert Joseph, a 400-level Adult Education student who managed marketing and outreach; and Peter Odeyemi, a 400-level Metallurgical Engineering student who oversaw production. Together, the diverse team blended scientific expertise, marketing strategy, engineering precision, and Mass Communication creativity to build a product that is not only innovative but also commercially viable.

So far, Beacon Aromatics has sold over 300 jars, generating more than ₦800,000 in revenue, reaching customers across six states including Lagos, Kaduna, Abuja, and Oyo. With steady monthly sales growth of 20% and a 65% repeat purchase rate, the team is already proving that Tomapep can scale into a sustainable business. Their vision extends beyond revenue: by 2027, they aim to cut tomato waste in partner communities by half and expand their presence across Nigeria and West Africa.

For the Department of Mass Communication, Michelle’s role is especially significant. It highlights how communication skills, storytelling, branding, and media strategy, are central to the success of entrepreneurial ventures. The win is not just for the team but also a proud moment for ABU, reinforcing the idea that solutions to Nigeria’s biggest challenges can emerge from its students.

With Tomapep, Beacon Aromatics has shown that innovation thrives when diverse minds come together,  and that the future of agribusiness may well be shaped by the creativity of student entrepreneurs.