In a drive to turn around fortunes for the country’s beef industry, Botswana Meat Commission (BMC) is re-branding itself as part of its two year strategy.
The rebranding exercise is expected to improve the parastatal’s visibility and competitive edge.
“We do not want to take it as a given that BMC is known. The group’s logo is not changing for the time being, but you will see new corporate colours.
We have also changed our vision and mission.
Our core value is to make money for farmers”, disclosed BMC Communications And Public Relations Manager, Tiro Kganela during a press de briefing in Francistown.
Kganela assured farmers that they would see a “new energy in BMC staff across the group” as they strive to bring the parastatal back to its former glory.
“The brand promise has been changed to meat perfection defined.
All these changes talk to the new business strategy, of making money for the farmers,” continued Kganela.
For the first time in more than three years, BMC as a group realized an operating profit of P1 billion.
“These figures will certainly improve this year, as soon as the Francistown plant comes on board, starts slaughtering and exporting to the European Union.
We are expecting are good year.”
For his part Francistown BMC Plant Manager, Bosiela Saudu said they were working round the clock to boost the supply of cattle to the abattoir.
“For us to be profitable, we need a constant supply of cattle. It’s a game of numbers.
This is why we are canvassing farmers to bring their beasts to BMC.
We have also tried to iron out logistics problems encountered by farmers when they want to sell their livestock to us.”
Another initiative we have embarked on to address low supply of cattle is to hand-old farmers to ensure they become EU compliant.
Our relations with farmers have improved tremendously,” he said.
Due to last year’s severe drought, the Francistown abattoir was forced to close its production in October.
“The throughput was very low and it became very expensive to operate.
By the time we closed production, we had slaughtered 38 000 beasts out of the 60 000 we had anticipated.
We also sold 9 million tonnes of beef and other related products to South Africa and other regional markets,” highlighted Saudu.
Botswana’s beef value is estimated at P8 billion and contributes 3 percent to the country’s gross domestic product(GDP).