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Weetabix East Africa investment to double
Weetabix East Africa investment to double

Weetabix East Africa investment to double

MARKETING NEWS - Mar 26th 2014, 12:17

Cereal manufacturer Weetabix East Africa plans to double its investment in the region to Sh200 million this year. Speaking during a media tour at the Weetabix plant in Nairobi, managing director Ahsan Manji said the demand of cereals has increased tremendously to 8.5 million kilograms this year from 1.5m kilograms last year. He said they have an 81 per cent control of the Kenyan market with a 99 per cent spontaneous recall rate on brand awareness. 

"Our company has kept pace with our competitors making us the fourth largest cereal manufacturers globally and this will motivate us to employ more workers from current the 150 to produce more cereals so that we can reach our target, which is to produce more than 10 tonnes of cereals than usual," he said.

Head of marketing at Weetabix East Africa Catherine Mundachi said they have already identified three commercial farmers in Narok and are planning to identify small scale farmers to cut down their rate of wheat importation for production.  

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