How Nigerians reinvented an Italian tinned tomato brand
Summary
The article discusses how the "derica" tin can, originally from the De Rica tomato paste brand, became a common unit of measurement in Nigerian markets. Though government policies have affected the availability of De Rica tins, the tin continues to be used for measuring rice and other goods, now represented by cans of various brands due to recycling practices.Key Facts
- The term "derica" is used in Nigerian markets as a unit of measurement for goods like rice.
- Originally, the "derica" tin was associated with De Rica tomato paste, a brand popular in southern Nigeria.
- The De Rica brand was widely used in the 1970s and 1980s, becoming synonymous with tomato paste.
- After the government banned the import of tomato products in 2017, local products like De Rica shifted to plastic packaging.
- Market vendors now use cans of various brands to measure "derica" because they are readily available and cheaper than scales.
- Other similar measurement units in Nigerian markets include "butter" (measured with margarine tubs) and "cigarette cup" (measured with tobacco tins).
- The widespread use of these units helps vendors save on the cost of buying scales.
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