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Already endorsed by the Imo State Governor, Owelle Rochas Okorocha, it is also one of the very few pageants in Nigeria that is duly registered with the Commerce and Industry Ministry.
While shedding more light on the forthcoming gathering, which is already serenading Owerri and its environs, Mr. Richard Njoku, the boss of Cal-comel International Limited, prime movers and promoters of the pageant, explained that they are basically out to showcase the beauty of Imo origin to the world, using the vehicle of entertainment, culture and tourism.

“The Miss Heartland beauty pageant is no doubt Imo State’s number one event brand icon and it will take centre stage beginning from August 27, as we celebrate the beauty of Imo origin to the rest of the world.

For the world to take Imo serious as regards culture and tourism, we the good people of Imo must cause a stir...such a stir that will draw the required attention of tourists...a platform, for our hospitality, culture and tourism to be elevated upon. It is our expectation that in the process, tourists in Nigeria and beyond will behold the numerous opportunities that exist in the Eastern Heartland and in the same vein, foster foreign-direct investment which will have a positive impact on our society.”

With the sole aim of helping to provide youths the medium of self discovery as well as showcasing their immense talents to the world, the pageant further seeks to help instill the core values of self confidence, self esteem and value creation in youths, especially young women.

“Our vision is to organize a world class event for a world class brand with world class sponsors for the wonderful people of Imo, its environs and Nigeria as a whole, with the aim of preserving our cultural heritage,” Njoku posited.