NAIROBI, Kenya
Weetabix East Africa, the manufacturer of Weetabix breakfast cereals, is now sourcing 60% of its raw materials from local farmers. The company’s Managing Director, Mr Ahsan Manji, attributed this shift from foreign markets to the acquisition of a wheat processing machine in 2012. “We are encouraging quality wheat farming that will enable us get more from local farmers,” he said.
Speaking to journalists at the firm’s boardroom, Mr Manji said the plant processes wheat for baking biscuits. Weetabix is known for choice wheat processing. He added that Weetabix – Kenya has in the past rejected low quality wheat from contracted farmers but helped them find other markets.
A tour of the Nairobi-based firm showed high standards of hygiene and safety measures in the factory. “I know you are mesmerised with the simple process we employ to make the biscuits,” commented the company’s Head of Manufacturing Bernard Ndugi, notin that the quality was the same for the different Weetabix packages.
Kenya produces the yellow-box packed biscuits and imports the rest from Weetabix firms abroad. “We are in the process of introducing enriched biscuits by next year to save on the imports,” Mr Manji said.
