“Why I brought Elcoworld Trade Matrix home.” Elder (Elcoworld) Chukwukere.

The CEO of Elcoworld Trade Matrix” Afor Umuaka, Elder Chukwu Levi Chukwukere has disclosed to Umuaka Times why he brought down his rice supplying business in Umuaka. In an exclusive interview last week, the seasoned businessman and a top official of Umuaka Charity Foundation,  noted that his love for Umuaka community and his resolve to assist those in need made him to open a branch of the business known as Elcoworld Trade Matrix ETM in Umuaka. According to the Lagos based businessman, he decided to bring back a branch of his business down to Umuaka for some reasons such as to contribute his quota towards relieving the Umuaka rice traders and consumers the heavy and stressful burden of traveling all the way to Owerri or Onitsha to buy bags of rice.

“With the presence of Elcoworld Trade Matrix in Umuaka, our people can be rest assured that as far as high quality rice delivery business in Umuaka is concerned, we will never disappoint them,” the CEO told Umuaka Times local affairs correspondents who visited the new business outlet last week in Afor Umuaka.

Another reason Elder Chukwu Levi Chukwukere cited for setting up the business in Umuaka was to create employment opportunities in the community. As it stands now, the firm has already employed a manager, driver, loader and a sales girl.

In his words, “If other Akalites will do exactly this, more jobs will be created in Umuaka.”

The Igbo philosophy of “akuruoulo” was perhaps the most inspiring concern that convinced Elder Chukwukere to set up the Umuaka branch of his business. The Elder who sees the akuruoulo concept as an enduring Igbo philosophy that shapes wealth and responsibility strongly believes that the survival of Umuaka economy lies in the philosophy of akuruoulo. He called on many well to do Akalites to embrace the akuruoulo business idea holistically.

Umuaka Times gathered that in many communities across southeastern Nigeria, akuruoulo has been a long-standing cultural principle which has continued to shape how success is defined and measured. The “akuruoulo” phrase which literally meaning “may wealth reach home” remains a powerful social expectation among the Igbo people. Prominent in states such as Imo, Anambra, and Abia states, the concept goes beyond language; it reflects a deeply rooted belief that wealth is only meaningful when it benefits one’s family and community.

On this concept, Elder Chukwukere noted; “Traditionally, individuals who achieve financial success whether in urban centers like Lagos or abroad are expected to reinvest in their hometowns. This often includes building houses, supporting relatives, funding education, and contributing to community development projects.” This is why Elder Chukwu Levi Chukwukere has continued to play a vital role in Umuaka Charity Foundation’s activities as well as in business.

Local leaders in Umuaka believe that the akuruoulo philosophy reinforces collective progress. “It’s not just about personal success,” a community elder explained. “People ask, ‘Did your people feel it?’ That is what truly matters.”

Under this system, social recognition is closely tied to generosity. Individuals who uplift others are rewarded with respect, titles, and influence, while those who fail to give back risk being viewed as socially disconnected despite their wealth.

Historically, akuruoulo also functioned as an informal safety net, ensuring that extended families and villages could rely on successful members during difficult times long before formal welfare systems existed.

However, Umuaka Times observations note that the tradition of akuruoulo is not without challenges. The expectation to continually provide for others can place significant financial pressure on individuals, sometimes leading to unsustainable spending or prioritizing public perception over long-term stability.

Despite these tensions, the philosophy remains a defining feature of Igbo society. In simple terms, akuruoulo continues to send a clear message in Umuaka especially now that that Elcoworld Trade Matrix is teaching the community that success is not complete until it improves the lives of others at home.