Bulawayo milling firm seeks wider national market
WITH barely seven months into milling business, Bulawayo-based Imela Milling has widened its market reach to Harare where it is introducing a new product, Whole Grain Fusion, at the ongoing Zimbabwe Agricultural Show.
Mr Jonathan Dube, originally from Zvishavane, started Imela Milling with his wife, Ms Pardon Tshuma, after they saw an opportunity created by the El Nino-induced drought.
They started by selling buckets plus a few bags of maize and in February this year ventured into massive production following the installing of a bigger milling plant at Kelvin North industrial area.
Imela Mealie meal
Imela Milling recently acquired new state-of-the-art mixers, specifically designed for small grains and another toasting plant for grain.
In an interview from Harare, Mr Dube said his company, which won a golden prize during the Zimbabwe International Trade Fair (ZITF) for being the Best Zimbabwean First Time Exhibitor in the Youth Empowerment, Development and Vocational Training category, was poised for a win at the Zimbabwe Agricultural Show as well.
He is an ever grateful man and named his business Imela, which means “thank you” in Nigeria’s Igbo language, in tribute to God for guiding them to success.
Mr Dube said he ventured into the business taking advantage of the Second Republic’s “Zimbabwe is open for business” agenda and the need to feed the nation in the wake of drought.
“We are thrilled to showcase our innovative new product at the Zimbabwe Agricultural Show. Our Whole Grain Fusion is a unique blend of sorghum, whole grain maize, roasted finger millet and roasted pearl millet,” he said.
“This carefully crafted fusion offers a delicious and nutritious twist on traditional whole grains.
“By combining the benefits of these four grains, our product provides higher fibre content, increased protein levels, enhanced nutrient profile, unique flavour and texture.
“Our Whole Grain Fusion is perfect for health-conscious consumers seeking a tasty and wholesome addition to their diet,” said Mr Dube.
He said he was grateful to contribute to the country’s nutritional journey and contributing to the Gross Domestic Product.
“Imela recently acquired new state-of-the-art mixers specifically designed for small grains, allowing us to blend and process our products with even greater precision and care,” said Mr Dube.
“Additionally, our new Mhandire toaster enables us to toast our grains to perfection, bringing out their unique flavours and textures.
“These equipment upgrades will help us maintain our high standards and meet the growing demand for our nutritious small grain products,” he added.
“We’re proud to share that our company, Imela, produces a significant amount of nutritious small grain products daily.”
Imela Milling supplies Bulawayo, Zvishavane, Gweru and Kwekwe in the Midlands and few parts of Matabeleland North.
Exhibiting at ZAS is part of efforts to launch in Harare. The company produces 10 tonnes of grain products per day covering small grains such as finger millet, pearl millet and other toasted products.
Imela Milling stand at the Zimbabwe Agricultural Show
Mr Dube said participating in the Zimbabwe Agricultural Show was a game-changer for Imela.
“We gained access to cutting-edge packaging machines, which have significantly enhanced our production efficiency and product quality. Moreover, we established connections with influential ambassadors who have opened doors to new market opportunities and business partnerships,” he said.
“These connections will help us expand our reach and grow our customer base, further solidifying Imela’s position in the small grains industry.”
Already, the business has created employment for more than dozen people and targets to produce about 500 tonnes of mealie-meal per day.
The business has also supported the industrial value chain as Imela Milling engaged Zimbabwe Grain Bag to produce packaging. Mr Dube said although their milling plant is located in Bulawayo, the ultimate goal is to feed the entire nation. — chronicle
