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Happiness Zengeni recently in Chisamba, Zambia

In a bid to counter brand infringements on its trademark plough and to mitigate the effects of currency exchange losses, Mealie Brand, an agricultural implements manufacturer is set to open a branch in Zambia. Mealie Brand is a division of Zimbabwe Stock Exchange listed Zimplow Holdings. Company representative Xolisani Moyo told The Herald Business at the Agritech International Expo in Chisamba on Saturday that Zambia has been the top export destination for Mealie Brand over the last ten years while significant volumes had also been moved in Angola over the last three years.

“We have managed to move quite a bit of volumes to Angola over the last three years .But Zambia has remained the biggest in terms of volume and dollar contribution. Unfortunately last year, as a result of movement of the Kwacha against the United States Dollar and drought as a result of the El Nino effect we lost sizeable sales in terms of volumes.

According to Zimplow’s results in the year to December, Mealie Brand’s key export markets of Angola and Zambia were badly affected by the collapse in oil and copper prices respectively. The Zambian kwacha fell to around 14ZMW to the US dollar but has since recovered to around 9.20 ZMW this year. Overall revenues at Mealie Brand were down 50 percent with exports at 25 percent of prior year. The ox-drawn plough is popular in Zambia and is primarily largely sold on the informal market.

Mr Moyo said in addition to the currency losses there had been a lot of competition from counterfeit products being brought in from China and India. However, because the group registered the Mealie Brand trademark across the globe even in countries such as India and China, Mr Moyo said they were able to lodge a report with the Intellectual Property Police Unit in Zambia.

“Raids were conducted leading to the confiscation of a sizeable number of counterfeit products.

“Our plough can be easily distinguished because we have distinct features. We have had quite a number of brand infringements here in Zambia with ploughs coming from China with Mealie Brand stickers.”

He said to counter brand infringement which was still ongoing in the western parts of Zambia; the company will start trading directly to Zambia in July this year. We are in the process of registering a branch which we hope will be operational by the time the season starts and everything is on course.”

Mealie Brand was part of the 10 companies that ZimTrade took to Zambia to participate at the expo. The others include Arthur Garden Engineering, Cochrane Pump Zimbabwe, William Bain & Company Holdings, Agricura, Load Agropower, James North Zimbabwe, Almin Metal Industries, ZFC and Windmill and Mealie Brand.

Zambian President Lungu commended Mealie Brand for manufacturing implements such as tractor and animal drawn implements which are beneficial to small-scale farmers.