adminSenior Business Reporter
THE Consumer Council of Zimbabwe (CCZ) says it has certified and approved Bulawayo-based bread producer, Double Fresh Bakery’s bread as fit for consumption following two months of outcry by shops and consumers over the poor quality of their product.
Some retailers removed the bread from their shelves early this year.
Double Fresh Bakery has been involved in an acrimonious row with its flour supplier, Bulk Commodities Private Limited, for delivering an “unsuitable” product between the months of February to April resulting in massive rejection of the company’s bread on the market.
The company claims that it lost 65 percent of its production and $18,000 in bread monetary value owing to the usage of the bad batch of flour and more than 30 retail outlets especially in Bulawayo’s high density suburb stopped accepting their orders while a significant number of shops and supermarkets had threatened to remove the product from their shelves.
Double Bakery opted to order flour exported by Bulk Commodities in South Africa since it was cheaper than the local one.
CCZ Matabeleland regional manager Comfort Muchekeza said investigations carried out by the consumer watchdog revealed that the reason behind the supply of a poor product onto the market by Double Fresh Bakery was due to use of an inappropriate raw material.
“Following our investigations, we realised that the problem at Double Fresh Bakery was to do with the type of flour used. They had used damp flour that was not suitable for baking bread hence there was an outcry from the public,” he said.
“Acting on consumers’ concerns we did a thorough check and advised Double Fresh Bakery to find suitable flour for their bread. For now all is well and consumers are satisfied with the bread. The problem encountered earlier has been resolved. Double Fresh Bakery bread is back on the shelves.
As the CCZ we are pleased to announce that consumers are pleased.”
Double Fresh Bakery managing director Mnothisi Nsingo said the company was working towards restoring its image and recovering its lost market as well as seeking new markets.
“CCZ has given us the greenlight to take our bread back to the shelves. However, the market is still sceptical but we’re doing massive promotions to win back our market niche. Some retailers are still reluctant to take our bread but big supermarkets like OK, Choppies, Greens and Fazak are very supportive,” said Nsingo.
The company is now getting flour supplies from National Foods following a price negotiation arrangement between the two parties.
The bakery started operations in 2008 and produces bread which is marketed under the brand Triple Fresh bread. It has over the years made significant strides in the market where it competes with players such as Bakers Inn and Lobels’ Bread.
Economic expert Bongani Ngwenya says it will take concerted efforts for Double Fresh Bakery to regain consumer confidence. He urged the company to seek legal recourse to recoup its lost revenue due to the usage of a bad raw material from its supplier.
“This can help absolve the affected company from wrong doing and at least salvage consumer confidence and market share,” said Ngwenya.
National Bakers Association of Zimbabwe president Givemore Mesoemvura said he was aware of the Double Fresh Bakery and Bulk Commodities incident but could not be drawn to comment further.
“We’re aware of the incident and we’re still investigating the two parties. Though it has a negative impact on the industry, it’s up to the two parties involved to resolve the issue amicably”.
Online Reporter