Tanzania’s Bakhresa Group ups wheat flour production capacity eyeing more markets

TANZANIABakhresa Group, Tanzanian operator of flour mills that manufacture Azam food flour brands has indicated that the company is in the final stage of expanding its production capacity at its wheat milling factory.

The expansion investment expected to be complete by the end of the year, will up its current production capacity of 2,750 tonnes of wheat per day to 3,500 tonnes, reports Citizen Tanzania.

According to the company’s marketing director, Mr Omary Kuwe, the envisaged production increase would enable the firm to reach more markets within and outside the country.

In addition to that it will create more market for local wheat farmers who supply the company with the raw material.

Bakhresa purchases wheat for milling from local farmers and different countries including Canada, the US and Australia.

The envisaged production increase would enable the firm reach more markets within and outside Tanzania.

Bakhresa Marketing Director – Omary Kuwe

Last year the group, rebranded its Azam wheat flour into multipurpose flour to boost market penetration into the Southern African Development Community (SADC) market and curb unlawful copying of Azam product features.

The company has a strong presence in 11 countries and various industries established in nine countries of the SADC region with Democratic Republic of Congo (DRC), as one of the major markets.

Other countries include Botswana, Lesotho, Swaziland, Namibia, Zambia, Zimbabwe, Mozambique, South Africa, Malawi, Angola and Comoro.

The Group took steps to protect the AZAM trademark in 1999, as it began expanding its product line entering overseas markets.

A strong trademark is particularly important in less developed and very diverse markets in which many languages are spoken making consumers seek symbols to help them choose the correct product, the company notes.

Awadh Bakhresa, founder of the Bakhresa Group explains that the brand value has real economic implications as AZAM is so well known enabling the company to launch new products in an economical and efficient way.

Apart from flour, the groups portfolio covers bakery and confectionery, packaging, bottled water, juice, energy drinks and dairy sectors.

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