Company Name: Meffier Globale Intertrade (MGI) limited
Product type: Rice
Innovation: New product
KENYA – Meffier Globale Intertrade (MGI) limited, a market leader in global import, export, distribution and supply of agro product lines in East Africa has officially launched its premium quality rice brand in Kenya under the brand name “Sukumo Bora”.
The launch of Sukumo brand, according to MGI paves way for introduction of other brands within the company’s FMCG product lines as it aims to expand its global network with great supply capacity of its product lines to East African Market.
“We aim at expanding our business globally and having a strong hold in domestic and regional markets, with great supply capacity of quality food and product line to private and government sectors,” said the Executive Director Mr. Shashwath Tomar during the launch of the product.
The new rice which is imported from the biggest rice producing countries such as India will retail in 25Kgs, 10Kgs, 5Kgs and 2Kgs packs to cater to its target market.
Sukumo will help meet the current demand of rice in the country as local production can only meet about 15% of it and the resultant deficit is mostly offset by imports by private traders.
“Although there exist other rice brands, the Kenyan consumer has shown that he’s ready to change if offered new, fresh and healthier brand.”
Executive Director – Mr. Shashwath Tomar
According to a recent report by USDA, Kenya’s rice production in Market Year 2019/2020 was 159,000 Metric Tonnes (MT).
During the period under review, the country imported 650,000 MT of rice to meet local consumption which reached 700,000 MT.
“Although there exist other rice brands, the Kenyan consumer has shown that he’s ready to change if offered new, fresh and healthier brand,” Mr. Tomar told the function.
“This is not just about the rice but about a company that has shifted focus to provide consumers with sustainable agricultural food product solutions that serve daily consumer needs and contributes to a healthier balanced life,” he added.
Venturing into the rice sector, MGI is looking to import 300 containers of rice annually to Kenya with focus on Parboiled rice long grain and Basmati among others.
Rice was the most spent on commodity in 2019 according to Kenya Trade Network Agency.
Traders brought in 0.16 million metric tons valued at Ksh218.7 billion (US$1.9 billion) this was a 23 per cent increase on volumes compared to 2017-18 when 0.13 million metric tons valued at Ksh119.7 billion (US$1.07 billion) was imported, mainly from Pakistan, Vietnam, Thailand and India.
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