Kenya Breweries Limited kick starts second phase of US$3m Raising the Bar initiative

KENYA – Kenya Breweries Limited (KBL), subsidiary of East African Breweries Limited has kicked off the second phase of a program that seeks to revive the hospitality sector through the provision of Covid-19 safety equipment, merchandise, and training.

The initiative dubbed the Raising the Bar recovery program seeks to benefit nearly 850 bars and eateries across the country by end of November 2021 and subsequently improve their operations in the wake of the pandemic.

During the first phase, 169 outlets around the Nairobi Metropolitan area have benefitted from the program, with a further 100 outlets being targeted by end of September 2021, reports Star News.

The two-year programme is part of the US$100 million kitty launched by EABL’s parent company, Diageo in July last year across its different markets worldwide.

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In East Africa, KBL got the lion’s share receiving US$3 million while Uganda Breweries Limited and Serengeti Breweries Limited of Tanzania each got US$1 million.

East African Breweries Limited Commercial Director, Joel Kamau, said that the initiative’s second phase is aimed at ensuring stakeholders in the hospitality sector fully resume activities in the wake of the pandemic.

“As the government continues to ease Covid-19 measures, people want to come together again to connect with their community and socialize safely.

“By bringing international best practices, providing access to training and Covid safety equipment, KBL aims to help bars, pubs, and restaurants to open their doors again and to do so in a safe environment for everyone,” Kamau said during the launch of the program.

In order to qualify for the program, a hotel requires a valid liquor license, business registration certificate, current business permit, and proof of business existence before the Covid-19 pandemic.

He reiterated the firm’s commitment to ensuring all industry players revive their operations and subsequently boost the economy which is dependent on the hospitality sector.

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“The hospitality industry has witnessed the unprecedented loss of revenues and in the process affected the livelihoods of millions of people who depend on it.

“Pubs, bars, and restaurants are an integral part of our communities, bringing people together to socialize and celebrate and this is something we have all missed during this period where gatherings have been limited. The revival of this sector is vital to the economy and to the success of our business,” he said.

Bar Hotels Liquor Traders Association of Kenya (BAHLITA) Chairman Simon Njoroge called upon all bar and restaurant owners to apply for the program, noting it will go a long way in ensuring the revival of the sector.

“This program will go a long way in ensuring the revival of the sector. So far, several outlets have already benefited and more are now targeted in this second phase. We urge our members to apply for this initiative as we work towards bringing the sector back to life,” Njoroge added.

EABL expects the full recovery to benefit at least 47,000 farmers, 100 distribution networks consisting of 105 distributors and 44,000 retailers in its value chain.

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