HARARE – Rebranding offers a company a chance to show that the business is evolving. Embarking on that exercise allows companies to reflect new goals, products, offers and values which go a long way in establishing new or cementing already existing relationships with stakeholders.
For the Grain Marketing Board (GMB) – the country’s leading grain trade and marketing company established in 1931, rebranding is a break from the past.
The company is not changing its name, but just the logo fused with green, deep orange, deep yellow and grey colours as it seeks to transform and reposition itself from mere grain storage to an “Active Participant” in the agricultural value chain.
“The exercise proposes to build a positive image of the organisation that had been on the decline over the past years,” the Board Chairperson Jolyn Ndoro said.
“The GMB brand had been associated with corruption and incompetence thus inflicting damage to the organisation’s corporate identity.”
Allegations of corruption at GMB go back to the days of the Kumbirai Kangai scandal in 1997 and has over the years remained associated with cases of gross corruption and mismanagement.
The organisation says that its rebranding exercise is in line with Vision 2030 and is configured to transform the country into an upper-middle-income economy.
It intends to promote collaborations across various value chain players to improve agricultural production, growth and profitability.
GMB chief executive officer, Rockie Mutenha said the rebranding is not just a change of logo and colours.
“It is our signal to the nation that it’s the birth of a new creation whose contribution will assure National Stability in food security and economic growth through distribution of wealth,” he said.
GMB is also changing its positioning statement from “Dura reZimbabwe” which is synonymous with storage only to “Assuring Food Security” as it seeks to be a key player in the entire agricultural value chain.
Functions of the Board
- To ensure the orderly marketing of agricultural products.
- To do all things necessary and consistent with the provisions of Grain Marketing Act [Chapter 18:14] in ensuring orderly marketing of controlled products within any prescribed area.
- To provide e‑ cient service to the farmers and pay them timeously for their delivered grain.
- To buy and sell any grain which is delivered to or acquired by it.
- To buy and sell grains and oil seed.
- To provide storage and handling facilities for grains and oil seeds.
- To maintain strategic grain reserves (SGR).
- Import and export grains as it may consider necessary.
- To provide fumigation, product quality control services and commercial training in grain handling.
- To store and distribute farming inputs under the Presidential well-wishers inputs programme and Command Agriculture inputs programme.
- To facilitate distribution of grain to vulnerable groups under social welfare programmes.
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