MUTARE — Cairns Holdings has rebranded its popular products, baked beans and sun jam, the Financial Gazette’s Companies & Markets can reveal.
The rebranding exercise is part of the company’s measures to make their products more attractive and withstand competition from cheap imported brands.
The two products now have a more appealing outlook, new logo and consumer friendly uncapping system, chief executive officer, Nancy Guzha, revealed during the re-launch of the out-growers scheme in Cashel Valley, Chimanimani district.
“We are currently in the process of rebranding two of our top products, which is the baked beans and Sun Jam. They will be readily available on the shelves next week,” Guzha told C&M on the sidelines of the re-launch.
“We have a constant challenge of imported goods that are produced at much lower costs than ours. These goods are coming into the country and posing stiff competition to us. So the rebranding exercise is our response to try and remain competitive,” she said.
Guzha said they had also acquired a new baked beans line, which will be commissioned this month.
The line is currently being installed at the Cairns Foods Mutare factory.
She said the line was acquired using a US$1 million loan Cairns had sourced from the Distressed and Marginalised Areas Funds (Dimaf).
This follows the acquisition of new packing machines on chip line installed at its Harare factories in December last year using funds from Dimaf.
“In terms of capacity yes, we will improve by upwards of 25 percent. The line that we had, it was an antiquated line, so it wasn’t that efficient; it was expensive (to run). There were lots of breakdowns. We were only utilising a third of that capacity. So in reality yes we have improved capacity but we now need to improve capacity utilisation.
“The projects that we are doing must be led by market demand. We must create demand and we have to make sure that we are competitive,” she said.
The company received a US$30 million boost from a local investor, Takura Holdings, which injected fresh capital to fast-track the revival of the firm.
Follow us on Twitter on @FingazLive and on Facebook – The Financial Gazette