Local firm launches new cigarettes

Cigarettes processor, Swan Valley Group, on Friday launched seven new stock-keeping units (SKUs) of finished cigarettes, marking a significant expansion of the company’s footprint within the Zimbabwean market.

This launch aligns with the firm’s mantra, “From Seed to Smoke,” which underscores its commitment to adding value at each stage of the tobacco production process ensuring that Zimbabwe maximises the benefits associated with its tobacco industry.

The new cigarette flavours introduced during the launch event include Swan Toasted, Swan Menthol, Swan Classic Capsule, Swan Red, Swan Blue, Reign Toasted and Reign Menthol.

Each variant reflects a meticulous approach to flavour development, intended to cater to diverse consumer preferences and provide a superior smoking experience.

This latest product roll-out is part of Swan Valley Group’s ambitious journey to redefine excellence in the local tobacco sector.

Swan Valley Group is positioning itself as a symbol of Zimbabwean innovation and resilience in a competitive local market.

Established in January 2024, the Swan Valley Group’s vision is to become Zimbabwe’s premier fully indigenous-owned tobacco value chain company.

The group is designed to be an end-to-end player in the tobacco industry, structured through three key subsidiaries: Valley Tobacco, which focuses on cultivation; Swan Valley Processing, dedicated to manufacturing; and Swan Valley International, responsible for marketing and distribution.

Speaking at the official product launch, Swan Valley Group’s managing director Mutemwa Ushewokunze, said the group endeavoured to redefine excellence in tobacco production locally.

“Today’s launch marks an exciting chapter in our journey as we unveil seven SKUs of finished tobacco products to the market. These products symbolise not just our ability to innovate but also our intent to compete as a locally owned, independent producer in an industry that is vital to Zimbabwe’s economy.

“From growing the finest tobacco, processing it, and manufacturing finished products, to ensuring they reach consumers within and beyond Zimbabwe, Swan Valley is a brand that promises quality, innovation, and sustainability.,” said Ushewokunze.

Guests follow proceedings at the launch

He said the launch would go a long way in redefining the tobacco industry in Zimbabwe but would also contribute meaningfully to the country’s economic growth.

Speaking at the launch event, Minister of Industry and Commerce, Mangaliso Ndhlovu, said Swan Valley has made significant investments exceeding US$15 million and is now part of the structural transformation drive through value addition in line with the National Development Strategy (NDS) 1.

He highlighted that this initiative is not only expected to redefine industry standards but also to make a substantial contribution to the economic growth of the nation as it resonates well with the national aspirations of reducing reliance on raw exports and establishing Zimbabwe as a hub for high-value tobacco products.

“Government launched the Zimbabwe Industrial Reconstruction and Growth Plan (ZIRGP) 2024-2025, with the aim to realise sustainable manufacturing sector growth. Swan Valley, through its Seed to Smoke Strategy, will contribute immensely to the realisation of the goals of the plan.

“The company’s backward integration approach supports farmers while enhancing processing capabilities, ensuring that the full value three of Zimbabwe’s tobacco remains within our borders,” said Ndhlovu.

Lands, Agriculture, Fisheries, Water and Rural Development Deputy Minister, Vangelis Haritatos, stressed that Zimbabwe has only begun to explore the vast opportunities within the tobacco sector.

He noted that the country has only scratched the surface of what is possible, highlighting the potential for significant growth and development in this crucial industry.

Haritatos argued that with the right investments, infrastructure improvements and support for local farmers, Zimbabwe could unlock the full benefits of its tobacco production, ultimately contributing to economic growth and sustainability in rural communities.

“This is a colossal giant that needs to be awakened and simple calculations will show that the global tobacco industry is US$850 billion and Zimbabwe produces six percent of the world’s tobacco. This theoretically means our sector should be valued at US$51 billion and we are hovering around US$1 billion

“Therefore the ultimate aim of the transformation strategy is to increase tobacco production to 300 million kilogrammes by 2025 and simultaneously transform the value chain into a US$5 billion industry through exports of tobacco value-added products,” said Haritatos.-ebsinessweekl