LISTED milling concern, National Foods (Natfoods), has launched the new Mahatma parboiled rice brand as it expands its product range.
BY WINSTONE ANTONIO
The new brand was launched last week at a local hotel.
It becomes Natfoods’ fifth product under the Mahatma line after the launch of Basmati, Jasmine, Brown and Elegant brands in December last year.
Addressing guests at the launch, Natfoods’ business unit managing executive Daniel Maregedze said Mahatma parboiled rice was sourced from Thailand where the world’s best rice is grown.
“Mahatma parboiled rice takes less time to cook because it is soaked, steamed and dried whilst still in its husk. It therefore retains its natural nutritious value and has no broken pieces,” Maregedze said.
Natfoods spokesperson Rossweater Usayi told Standardbusiness the company was committed to give customers new products while at the same time expanding the Mahatma brand.
“National Foods is one of most innovative companies in Zimbabwe and we are continually looking to offer additional value to our consumers. Our goal is to offer premium brands priced appropriately for the consumers’ benefit,” Usayi said.
“We have taken our offerings through the Mahatma brand to five variants in six months and we are evaluating avenues for more growth not just in the rice category but in all the categories we compete in.”
Usayi said Natfoods would continue to offer consistently high quality products through its various brands that include Red Seal, Gloria, Mahatma and National Foods Stock feeds.
“The introduction of Better Buy as a value brand has been well-received by consumers countrywide with rice, sugar beans and most recently cooking oil being sold at most affordable pricing and great quality,” said Usayi.
“We pride in the heritage of our brands and work every day to give consumers a compelling offering.”
The launch saw guests treated to a three course meal that was prepared by chefs at the hotel using Mahatma parboiled rice.