Fixing Food - Believing in better from local manufacturers
***The following article first appeared in issue 04 of The Zimbabwean Foodie (Winter 2022)***
Have you ever caught yourself mid-pour, or mid-mouthful, stopping to question what you're about to eat or drink? Reading this mag, you're probably among the more discerning of foodies. Yet, that doesn't mean there aren't a vast number of people mindlessly consuming what's in front of them.
And that's the problem.
In our economic environment - sadly - a purchasing decision is often a compromise, not a choice. As a result, manufacturers of FMCG (Fast Moving Consumer Goods) cut the corners of good processing practices to be viable. The issue is amplified by a free-for-all black market trade and "flexible" retail regulations governing what gets on shelf.
So, who has the customer's interests at heart? Many FMCG manufacturers seem to care more for the contents of the customer's pocket more than their well-being.
It's not all doom and gloom though, as better-for-you brands are on the rise.
People are paying more attention to what they eat and drink, how their products are made, and the quality of ingredients going into them.
The global trend is that people are trying to live healthier these days. They're doing so by paying more attention to what they eat and drink, how their products are made, and the quality of ingredients going into them. This forces accountability on the part of manufacturers as well as drives them to be more innovative.
In a recent online study of 7,000 consumers, half (51%) said that ingredient quality is an important factor, second to taste and flavour (67%).
The brands that understand this trend are the ones that will rescue the industry and reshape the retail landscape, for the better. Local brands adopting this approach will raise the bar for others and increase the expectations of the customer. No longer will it be acceptable to sub-standard products.
The food industry tends to be dominated by legacy brands, leaving the door open for challengers to disrupt the category. One such brand is Mr Sauce.
Taking on some of the mainstays in the condiment category is a tall order but they are going about it the right way. It starts with a priority of putting Zimbabwe first.
"Our mission is to bridge the gap between the affordability of mass-market products and the quality expectations of imported brands," said Dawn Lardner-Burke, General Manager of Efoods (manufacturers of Mr. Sauce).
领英推荐
A determination to produce a Proudly Zimbabwean product has resulted in a locally-sourced and locally-made prerequisite for all inputs and ingredients. "We want to ensure every bottle of Mr Sauce contributes to the economy, all the way along the supply chain," said Lardner-Burke.
Making a product from scratch involves taking ownership of the process. This bid to be better is a core focus in differentiating the brand.
Making a product from scratch involves taking ownership of the process. This bid to be better is a core focus in differentiating the brand. "When you formulate your own taste profiles - with in-house expertise - you can be more stringent over sugar content and healthier alternatives [when it comes to colourants, preservatives etc]," said Lardner-Burke.
Something to consider on the next supermarket visit is which other local brands come to mind, in terms of raising the bar?
As consumers, we vote with our own hard-earned dollars, but... we also have a voice. If there's something we like about a local brand we can sing its praises. If there's something we don't, we can bring it to their attention and - hopefully - garner a response.
In an industry so reliant on local consumption (having 40% of exports retained by the RBZ), isn't it time we realize the impact our support has on the economy?
Zimbabwean manufacturers are a resilient bunch. A dollar spent locally goes a lot further than you think... especially when it's with brands aiming to build something better.
Put your money where your mouth is. In Zimbabwe.
-------
-------