The firm recently commissioned a macadamia oil extraction plant that will unlock the demand for value-added products within its food portfolio
BY SILAS APOLLO
Listed company, Kakuzi has formally adopted a new corporate identity that seeks to highlight its commitment to agricultural development for the domestic and export markets.
The fresh brand, the company says, is its first defined brand visual system and strategy in 95 years, and is aligned with its agricultural transformation agenda, which emphasizes sustainability and climate-smart agriculture at its core. It also signifies a transition to the contemporary world of ‘superfoods’ growing for both the domestic and export markets. It
Speaking at the brand launch ceremony, Kakuzi chairman Nick Ng’ang’a described the new identity as a growth driver for the firm that currently holds Sh7.1 billion net current assets.
Kakuzi, Ng’ang’a added, will focus on sharing its expertise and quality standards with local and international consumers.
“Over the last 95 years, Kakuzi has grown from a sisal grower, citrus, passion and pineapple fruits grower to a superfoods producer and exporter of repute. We have over that period gained immense experience in all our stakeholder engagements and can now aim to unlock value with a distinct corporate identity that underlines our commitment to growing together with all our stakeholders,” said Ng’ang’a.
As part of the rebranding, Kakuzi has officially launched a range of private-label consumer products developed over the last two years for the domestic market. They include ready-to-eat macadamia, gluten-free macadamia flour, cold-pressed macadamia oil and blueberry packs.
State Department for Crop Development Principal Secretary Phillip Kello Harsama, who also attended the launch ceremony said the government is committed to advancing agricultural transformation through various avenues, including private partnerships.
While noting that Kakuzi is set to unveil a range of macadamia cold pressed cooking oil products, Harsama said the government is sparing no effort to advance the National Edible Oil Crops Promotion Project.
“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,” the PS said.
And as part of a shareholder returns enhancement strategy, Kakuzi Plc 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 travellers to stop and refresh.
Kakuzi is also in the final stages of a commercial appraisal process for a full-scale Blueberries production venture at a Sh4 billion estimated cost.
The company recently commissioned a macadamia oil extraction plant to meet the growing demand for value-added products within its superfood portfolio.
Domestic sales of value-added macadamia products will also help mitigate challenges in the international arena due to a prevailing macadamia glut in the global market.
