AFZ in product range expansion

Business Writer
Food manufacturing company, Associated Foods of Zimbabwe (AFZ), has invested approximately US$1,5 million in a new state of the art baked beans plant, which will join the company’s growing Mama’s brand.

The fresh injection was generated from internal resources as the company positions itself for the export market.

AFZ, which recently implemented ISO 22 000 food safety management system, manufactures peanut butter, jam spreads, as well as canned tomatoes and fruits, and nut savouries-was established in January 2016.

The Mama’s Baked Beans product line is expected to fill the Michigan’s old standard pea bean market gap created by the departure of some international brands many years ago.

The new plant was installed at AFZ’s Vumba factory last month.

“Mama’s baked beans is produced after intensive investment into research and development which has enabled us to introduce a brand that we believe will become the market’s favourite,” said Simba Nyabadza chief executive officer.

AFZ has also started a growers’ scheme to produce the pea bean locally.

Tomatoes for Mama’s Baked Beans are grown under a support scheme in the Middle Sabi, Norton, Mutoko, Rusape. More than 500 households are under the support scheme.

“The product is produced soon after we implemented ISO 22000 Food Safety Management System which ensures conformity of our products to international standards and provides assurance for product quality, passport to compete in markets globally and in public institutions such as hospitals, schools, military which will help the company increase market share,” he added.

AFZ is riding on director Rob Harden Tebb’s over 50 years of food manufacturing experience in Europe and Zimbabwe. He was involved in establishing Heinz canning in the country.

AFZ also draws from operations manager, Joseph Mavu, who has 25 years of experience working for leading Zimbabwean food manufacturers.

Mama’s Baked Beans will be distributed countrywide through the existing Mama’s Distribution channels.

The fresh injection follows an initial US$2 million investment raised from the Norwegian Investment Fund for Developing Countries (Norfund) which went towards a modern peanut butter production line that is seen improving the company’s competitiveness, according to management.