The Grain Marketing Board yesterday said it will next year rebrand about 11 of its products to regain lost market share, and effectively compete with imports. General manager Mr Albert Mandizha said improving market efficiency would bring positive results to GMB.
"There are gaps in the market which we need to fill, as a result we are in the process of rebranding most of our products," he said.
Among other things, the GMB produces through its commercial unit rice, mealie meal and salt.
Mr Mandizha said the board was also going to introduce two new products, namely jam and chunks.
The products are traded under the Silo brand name.
"We want to establish Silo as the new market leader in line with our strategic thrust," he said.
He said the board had made significant steps towards commercialisation.
"The GMB is now a gear higher in terms of separating its Strategic Grain Reserve function and its commercial wing," Mr Mandizha said.
He added that it would no longer be business as usual if the board was to stand the heat and pressures of the business world.
The general manager said 15 years ago GMB supplied about 80 percent of its products in the market compared to between 5 and 10 percent in 2009.
"As an organisation, we have told ourselves to move an extra mile to ensure that we hit the market and are able to make an impact in the commercial arena," he said.
Meanwhile, GMB last week commissioned one of its four US$500 000 milling plants at its Aspindale depot in a bid to enhance capacity utilisation and product availability.