Pacific Industries Plc, a 15 million Br investment established by three shareholders a year ago, comes to the market with a new brand of bottled water, diluting a market that already has seven brands.
Pacific first set out to manufacture plastic bottles for the market and for Excel, the juice it tried producing at cottage industry level, at its 5,800sqm manufacturing site in Alemgena, 19Km south-west of Addis Abeba.
Faced with a shallow interest for its bottles, however, Pacific looked deeper to market Oasis Spring, underground water, in 625ml, one litre and two litre bottles. Currently, of the three divisions of Pacific Industries, bottle production, water bottling, and juice packaging, only the latter is dormant for at least the last two months.
Meftuhe Abdulgefar, one of the shareholders, said that Pacific can manufacture 50,000 bottles in one eight-hour shift. In the same period it can also bottle 20,000 litres of water which is extracted from the ground at four litres per second.
The market already knows bottled waters such as Highland Springs, AquAddis, Abyssinia Springs, Cool, Cool Water, Dessie Springs and Top Land. Burayu Spring Water Plc and Moha Soft Drinks have production capacities of 5,940 bottles of AquAddis and 3,500 bottles of Cool per hour, respectively.
Pacific Industries acquired machines for its water production from China and India. The Company has become a member of the International Bottled Water Association (IBWA), Abdulgefar said. IBWA is a trade association founded in 1958 in the U.S representing the bottled water industry.
The Association requires certain standards. Spring water must be collected only from springs or through a borehole tapping the underground formation feeding the spring; spring water collected with the use of an external force must be from the same underground stratum as the spring and must have all the physical properties before treatment, and be of the same composition and quality as the water that flows naturally to the surface of the earth.
Pacific Industries Plc plans to export its products to neighbouring and Middle East countries. It also plans to market its Excel juices over the coming two months.