KENYA – Listed agribusiness firm Kakuzi Plc has formally adopted a new corporate identity ‘growing together’, a move that underscores its commitments to agricultural development for the domestic and export markets.
According to the company, the new Kakuzi brand is aligned with the national agricultural transformation agenda, with sustainability and climate-smart agriculture at its core.
In addition, the company said that the new identity, the firm’s first defined brand visual system, and strategy in 95 years, also signifies a transition to the contemporary world of superfoods growing for both the domestic and export markets based on a strategic decision to prioritize the production of such foods.
Speaking at the brand launch ceremony, Kakuzi Plc Chairman Mr. Nick Ng’ang’a described the new identity as a growth driver for the firm that currently holds Kshs 7.1 billion net current assets.
Kakuzi, he explained, will focus on sharing its expertise and quality standards with local and international consumers.
On his part, the State Department for Crop Development Principal Secretary Mr. Phillip Kello Harsama said the government is committed to advancing agricultural transformation through various avenues, including private partnerships, as they allow for accelerated and rapid results achievement.
Harsama also noted the recently launched Macademei oil processing unit, stating that while Kakuzi is set to unveil a range of Macadamia Cold pressed cooking oil products, the government is sparing no effort to advance the National Edible Oil Crops Promotion Project.
According to the PS, this development offers a route to double up the consumption of macadamia nuts locally through value addition in the face of the current global glut.
Government earmarks KES 40 billion (US$279M) for National Edible Oil Crops Project
On the sidelines of the Kakuzi new brand launch, Phillip Kello Harsama, PS State Department for Crop Development revealed that the government plans to spend more than KES 40 billion this financial year to implement agricultural transformation initiatives under the Bottom-up Economic Transformation Agenda (BeTA) priorities.
He highlighted that among the laid down strategies include the provision of certified oil seed to about 840 farmers in Kwale, Mombasa, Taita Taveta Tana River, and Kilifi Counties under the ‘National Edible Oil Crops Project.
As part of the project, Harsama revealed that farmers will be supplied with 200 Metric Tonnes of assorted canola seeds, sunflower, soya, and 10,000 coconut seedlings through an integrated e-voucher input subsidy service.
In addition, the PS lauded Kakuzi for its plan to introduce competitively priced Macadamia Cooking oil in the local market adding that this is a significant milestone that complements the National Edible Oil Crops Project.
Attesting to the firm’s growth trajectory, Kakuzi, Mr. Ng’ang’a said it had significantly expanded its avocado and macadamia orchards to meet growing demand. The firm, he disclosed, is on course to convert all its former pineapple-growing fields to avocado orchards by 2026.
Kakuzi launches a range of private-label consumer products
As part of the new branding, Kakuzi has also officially launched a range of private-label consumer products developed over the last two years for the domestic market, including ready-to-eat macadamia, gluten-free macadamia flour, cold-pressed macadamia oil, and blueberry packs.
The company revealed that the new branded consumer products, developed following an intensive research and development (R&D) program by the Kakuzi team will be progressively availed to the local market.
As part of a shareholder returns enhancement strategy, Kakuzi Plc noted that it is gearing up to make its pioneer property development investment in the retail sector as it develops Kakuzi Farmers Market.
The retail enterprise, located opposite the firm’s headquarters on the Nairobi-Nyeri highway, will allow Kakuzi to sell its recently introduced range of value-added products and provide a decent place for up-country travelers to stop and refresh.