Listed agribusiness firm Kakuzi Plc has adopted a new corporate identity that underscores its commitment to agricultural development for the domestic and export markets. The new Kakuzi brand is aligned with the national agricultural transformation agenda, with sustainability and climate-smart agriculture at its core.
Speaking at the launch of the new Kakuzi brand, the State Department for Crop Development Principal Secretary, Mr Phillip Kello Harsama, said the government is committed to advancing agricultural transformation through various avenues, including private partnerships.
While noting that Kakuzi is set to unveil a range of Macadamia Cold pressed cooking oil products, PS Harsama said the government is advancing the National Edible Oil Crops Promotion Project. “This development offers a route to double up the consumption of macadamia nuts locally through value-addition in the face of the current global glut,” the PS noted.
He said the government plans to spend more than Ksh40 billion this financial year to implement agricultural transformation initiatives under the Bottom-up Economic Transformation Agenda (BeTA) priorities.
“I am impressed that Kakuzi is set to introduce competitively priced Macadamia cooking oil in the local market. This complements the National Edible Oil Crops Project and provides an avenue to diversify the pool of edible oils-producing crops beyond sunflower, canola and soybeans to macadamia.”
The new Kakuzi identity, the firm’s first defined brand visual system and strategy in 95 years, also signifies a transition to the contemporary world of superfoods growing for both the domestic and export markets.
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As part of the new branding, Kakuzi has also officially launched a range of private-label consumer products developed over the last two years for the domestic market, including ready-to-eat macadamia, gluten-free macadamia flour, cold-pressed macadamia oil and blueberry packs. The new branded consumer products will be progressively availed to the local market.
Kakuzi Plc Chairman Nick Ng’ang’a described the new identity as a growth driver for the firm that currently holds Ksh7.1 billion net current assets. “Over the last 95 years, Kakuzi has grown from a sisal, citrus, passion and pineapple fruits grower to a superfoods producer and exporter. We can now aim to unlock value with a distinct corporate identity that underlines our commitment to growing together with all our stakeholders,” said Mr Ng’ang’a.
Mr Ng’ang’a said Kakazi had significantly expanded its avocado and macadamia orchards to meet growing demand. The firm, he disclosed, is on course to convert all its former pineapple-growing fields to avocado orchards by 2026.
Kakuzi Managing Director Chris Flowers said the new Kakuzi brand provides a market differentiation and promises to unlock value for all stakeholders. “The products are expanding as we strive to provide nutritious, healthy and affordable food responsibly grown in Kenya,” said Mr Flowers.