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Sales revenue for Uganda’s value-added banana products marketed under the brand name Tooke have hit the UGX1 billion mark in sales locally, the Banana Industrial Research and Development Center (BIRDIC) the agency spearheading the enterprise, has announced.
Buoyed by this milestone, BIRDIC is now looking to push the production capacity of Tooke flour from 1.4MT daily to 10 MT in order to meet the demand of growing local, regional and international markets in the next five years.
The Director General of the Banana Industrial Research and Development Center Rev. Prof Florence Isabiriye Muranga confirmed that the Tooke Company was on track to ship its first container of value-added product as it seeks to tap into the export market. “After achieving our objectives in product quality and standards, we are now moving into the market development phase where we are targeting to improve our distribution network locally and for the export market,” she said.
Prof Muranga was speaking during the commissioning of TUKU TUKU Vehicles which form part of the organisation’s market penetration strategy as BIRDIC seeks to play a greater role in the confectionery market.
“Streamlining the distribution process and equipping agents with the tools to deliver quality products to the market is an integral part of making sure the initiative harnesses the success of research and development and transfers the benefits to the people to effect social and economic transformation”
The Tuku Tuku vehicles will distribute a wide range of Tooke products which include; Tooke flour, Mandaazi, Doughnuts, Bread, Cakes, Scones, Crisps, and Biscuits, among others.
The Banana Industrial Research and Development Center (BIRDIC) which is the successor to the Presidential Initiative on Banana Industrial Development (PIBID) has the mission of using research to develop and market banana-based valued-added products.
Matthew Bagonza, an executive member of the Presidential Advisory Committee of Exports and Industrial Developments (PACEID), congratulated BIRDIC for the achievement and lauded Tooke for being one of the best instrumental entities that have met the target of increasing local and export earnings for the country.
According to Bagonza, currently, the export earnings stand at USD 6 billion and the exports committee was tasked to double it up to USD 12 billion.
“When you sell the country’s own products, the economy grows. In all markets around the world, Tooke is one of the big entities that have received many orders on a daily. We have moved with them to the United States of America, the United Kingdom, and DRC Congo, residents in these countries are still making orders,” said Bagonza.
According to Rev Prof. Professor Muranga, the market is littered with gluten-rich confectionery products and the enhanced distribution of Tooke products would ensure a healthier choice of gluten-reduced products which are healthier for human consumption are available across the country.
“As the society becomes more health conscious, they will demand more of products that are of high quality and that meet health requirements and that’s why research is important”
She added: “Our products are made out of Tooke flour. Incomes of our farmers will definitely increase as we extensively distribute Tooke products, we have created employment for the youth as well as retailers. As we venture into the international market, we shall attract forex – which is crucial to the development of our country.”
On the enormous opportunities in the market, Prof. Muranga emphasized the company’s readiness and capacity to satisfy both local and regional markets while also working on expanding the export market.
“We have internally built resilient structures to counter any challenges that may come our way. Tuk Tuks are not in direct competition with existing sales infrastructure rather they will ensure a steady supply of products both to retailers and wholesalers. In other words, they will complement the existing infrastructure,” said Muranga.
According to Isaiah Ssemamuli, Tooke Sales Manager, the Tuk Tuk vehicle distribution model is built on a door-to-door sales strategy that intends to supply to schools, hospital canteens, grocery stores, supermarkets, small shops, and any other customer touch point that can be visited on a daily basis
“We intend to cover all parts of the country starting with Eastern and Central Uganda. The wider distribution footprint has been in Western Uganda and this is attributed to the location of our pilot plant in Bushenyi,” said Ssemamuli.
Andrew Matovu, the Marketing Manager, noted that this is just the beginning of the commercialisation strategy.
“Today we are commissioning the new generation distribution but we intend to unveil a revised distribution strategy during the launch of our first hub in Jinja,” said Matovu.
Dr. Muranga thanked all customers who have continuously bought the products and reassured a steady supply in all the regions of the country.
About Tooke Brand
TOOKE is a registered trademark under PIBID, The Presidential Initiative on Banana Industrial Development Project (PIBID) which was established by the Government of Uganda in 2005 with the mandate to pilot the banana research that was generated at Makerere University into tangible socio-economic outcomes. PIBID, a Government funded project was founded with a mission to spearhead the endowment of rural farmers with technical/scientific services so as to ensure sustainable banana production for competitive value addition, product development, and quality assurance
The Banana Industrial Research and Development Centre (BIRDC) is the successor to PIBID. BIRDC’s Mission is to be the centre of excellence for farmer-focused banana industrial development through strategic public-private partnerships.