Namibia food producer, Namib Mills is considering diversifying into new products and has set eyes on potentially also expanding its facilities and storage capacity, Business Express understands.
However, this endeavour will likely wait until there is renewed stability in market conditions, Brand Manager: Corporate, Selma Moongo was recently quoted saying in an article by Enterprise Africa.
“It remains in the pipeline considering we are looking to expand our product basket. We will require new facilities and storage capacity. It will happen, but unlikely in the next three to five years.
“Some of the new products we are looking into are still in the very early stages of development, but we are very excited,” Moongo reveals.
Last year, the company made some strides in adding to its already diverse product line.
In April, the Pasta King brand launched its 500g fusilli bags, adding to a strong range already available across the nation. In September, Namib Mills brand Pasta Polana launched a new instant noodle product, and there was also an addition to the Top Score instant maize porridge range with chocolate flavour joining tastes of vanilla, banana, strawberry, and more on the shelves.
For the porridge – naturally high in energy, made of 99% natural ingredients, fortified with vitamins and minerals, a strong source of protein, low in fat – Namib Mills has in the past said that there has been a welcome response to the new flavour. With instant noodles – ready to eat in minutes, a first for Namibia – the flavours are under review but have overall been hailed by consumers, further attests the firm.
“Shoppers and consumers have over the years asked Pasta Polana to bring them instant noodles. The Polana team took on the challenge to give the nation what the nation wants. It started with obtaining several, if not all, instant noodle brands on the shelves as a means to identify components that would yield a success story of Polana noodles. After extensive ground level research on flavour, texture and even packaging, Polana merged data and formulated winning recipes that have been welcomed into the market with open arms, or in this case, open mouths,” Namib Mills wrote on its website soon after launching the instant noodles product.
The company went on to emphasise: “The Polana brand is a household brand that is unconsciously relatable as it has made its mark in households for decades and offers a wide range of products across the pasta family. Instant Noodles have been added to this basket to target all age groups for convenience and filling purposes. School going children and elderly can have this delicious offering at any time of the day whereas the working class will most likely consume it as a brunch, lunch or dinner.”
TRUST THE PROCESS
In terms of developing new products, Moongo says that the company starts with the ground level research around texture and flavour and tries to understand more about what customers expect in terms of quality, preparation, and potency of flavour.
“We conduct that primary research externally before involving internal people to get expert opinion. We then meet to create a direction before testing the product and providing it for samples. We then create artwork and look at a date for official launch. We like to start in the sales department as they need to push the product in the market. The second launch is with the media who can carry the product further than we can through advertising. We then deliver a nationwide announcement through various national campaigns and regional campaigns,” she says, adding that a penetration pricing model is followed post launch to generate interest quickly.
40 YEAR JOURNEY
40 years ago, Windhoek Maize Mill opened its doors, producing 16 tons each month; this marked the birth of Namib Mills. In 1982, before the country achieved independence, just over one million people faced food insecurity and there was a need for growth in the production of staple foods in the region. In 1986, the mill began the production of wheat flour at 12 tons per hour, recognising the need for drastically increased output. By 1995, the Buhler Wheat Mill was commissioned and the following year, the company acquired the Otavi Mill bringing sugar packing into the portfolio. A string of acquisitions over the next decade saw cross-border expansion and improved capacity as the company continued on a journey to the top of the industry. The Gordonia Mill in Upington was acquired, a pasta plant was commissioned by Sam Nujoma, the Katima Mulilo Mill was purchased, and the Otavi Mahangu Mill was opened. Then, from 2005, more growth was achieved as product lines were added and new equipment commissioned. By 2020 – the year the latest Bakpro bread factory was inaugurated – the company was the beating heart of the country’s food industry, becoming recognised as the leading FMCG business.
ECONOMIC PARTICIPATION
With a buzzing product line, the company is also heavily involved in the development of micro businesses, helping to promote brand-Namib Mills while providing opportunities.
“We are focused on SME informal market development,” details Moongo. “We have a scheme around imparting skills for women in the workplace and we include business and financial management skills. We do include the entire informal market as these are the backbone of our communities,” confirming men can also participate.
“We identified aspiring business owners in the informal sector and we train them how to prepare different foods with our products, how to manage their finances, and how to run a small business. We brand their establishment and provide all the necessary tools to start up successfully. When they show keen interest to run a business and serve the community, they will receive a lot of support from Namib Mills,” she says, adding that some of these small businesses now employ other people.
This type of activity drives reputation for Namib Mills and while a big business – employing around 2700 people – the company is capable of making decisions quickly, acting in a nimble fashion to react to demand in the market. This, says Moongo, will be its strength going forward.
Additional reporting by Enterprise Africa