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West African cuisine is taking its rightful place in the spotlight once again as Chase Sapphire Reserve unveils a campaign film featuring Michael B. Jordan and Nigerian Chef, Tolu Eros, which puts an end to one of the longest debates in West Africa – who makes the best jollof rice.
Released on Monday, April 8, in consumer markets across the country while reaching global audiences via social media and YouTube, “A Taste of West Africa,” is directed by Academy Award-nominated cinematographer and director Bradford Young.
Featured alongside Jordan and Eros are notable West African talent including ESPN analyst and WNBA player Chiney Ogwumike, former NBA player Pops Mensah-Bonsu, musician and producer Sarz (whose song “Happiness” is also included), actor and DJ Tony Okungbowa, actor Michael Oloyede, creative executive Ugo Mozie II, and stylist Mobolaji Dawodu, who also styled the shoot with looks from African designers like Studio One Eighty Nine.
Leading the conversation for the evening, Chef Eros is seen presenting one of his curated experiences for the evening, which concludes with jollof rice. Soon after, Jordan asks, “So, what jollof rice is the best?”
Those familiar with why this question is heavily debated know that the answer can be long, complicated and deliciously subjective.
Last year, UNESCO settled the debate on the origins of jollof rice, officially recognizing Senegal as the West African country where the dish originated vs. longtime contenders Ghana and Nigeria. Ceebu jën, as it is called there, dates back to colonial rule between 1860 and 1940 when whole grain rice was replaced by broken rice, which was eventually used to create jollof rice by the Senegalese people.
Jollof rice was also recognized as an intangible heritage of humanity by UNESCO.
So, in “A Taste of West Africa,” how does Chef Eros answer the question? You’ll have to watch the film below to see.
Meanwhile, we caught up with him regarding the significance of a global leader like Chase amplifying the narrative of West African cuisine and jollof rice.
Q: It is so wonderful to see African cuisine amplified on a national stage like this with a company such as Chase. As a Nigerian, how significant is this for you?
This is highly significant, not just for me and my team but also for the culture. We set out in 2016 to put West African cuisine on the global food map. We did so by paying closer attention to the quality of ingredients, the methods of preparation, and the style of presentation, and then went ahead to host dinners across the world showcasing the diversity of the cuisine and richness of the culture.
In 2021, we moved to Los Angeles and opened the private dining room in Hollywood in 2022 to further push the envelope. At the dining tables, we found that people (West Africans in particular) kept asking. “Which jollof rice is this? Or “Who makes the best jollof rice?” Some will even go as far as saying, “Nigeria/Ghana/Togo/Senegal/Cameroon/etc., makes the best jollof rice.”
I found that to be hugely distracting and also dividing. As such, we created the unity jollof rice. We fused the best of the three main jollof worlds: The Ghanaian with their fragrant rice (jasmine or basmati), the Senegalese with the use of vegetable stock and plantains, and the Nigerian with the infusion of smoke, burnt bits, and spice.
Q: Please share your thoughts about being involved in the project.
First of all, being recognized as an ambassador of West African cuisine to express “A Taste of West Africa” is an honor. Combine that with the fact that an institution like Chase with a global reach chose to lend their voice to our message is a dream come true.
Now, top that with co-hosting with the amazing Michael B. Jordan. I’m simply short for words. Finally, I couldn’t have asked for better talent and amazing people to be gathered at the dining table and lend their voices. For that I am highly thankful.
Let’s not forget the teams, both creative and production, that made this happen. Their diligence, resilience, and attention to detail is second to none. All in all, I am truly grateful and full of joy to be involved in the project.
RELATED: Move Over Jollof Rice, Fufu is the Next Big Thing
Showing the Unity of Jollof Rice
On the visionary team for “A Taste of West Africa” is Chase’s executive director of brand marketing, Stanley Lumax, a Ghanaian-American also known for hosting gatherings that bring Africans together over food and music.
“The Chase Sapphire ‘A Taste of West Africa’ campaign was a collaborative effort with so many industry visionaries, including Michael B. Jordan, his team and Chef Tolu Eros. Together, we invited unique perspectives to the table—quite literally—to authentically weigh in on an ongoing debate in West African culture over who makes the best jollof rice, all while showcasing how Chase Sapphire enhances the dining experience and brings people together,” he says.
“The conversation was totally unscripted, giving those familiar and those curious a glimpse into the passionate discourse surrounding this debate. It also leaves room for unity, which is the most important takeaway.”
Chase Sapphire Reserve believes the best experiences are when we feel a deeper connection to the details that make them – whether it be in travel, or in cultural nuances about who has the best Jollof rice discussed around the dinner table.
