Rwanda’s cement manufacturer CIMERWA is fully rolling out its new brand vision dubbed ‘Strengthening Rwanda’.
The company is sending a signal that it has been around longer and loyal to its clients for the past 34 years.
Bheki Mthembu, the CEO of CIMERWA PPC told Taarifa that, “Strengthening Rwanda’ is in line with our mission to strengthen our relationship with our biggest strategic partner; which is the government of Rwanda.”
Rwanda aims to develop an economy competitive within the East African Community bloc and further.
“As a Made in Rwanda brand, we share this vision of growth and progress.” Mthembu said.
“While there are projects that we are supporting including the construction of Bugesera Airport and different road networks, CIMERWA currently has other initiatives that are reflective of this new message; mainly education, health, sports and our other CSI initiatives” Mthembu said.
Edgar Odipo the Sales and Distribution Manager told Taarifa, “since we increased our production capacity, we also needed to be locally relevant and appeal to our Rwandan customers’ sensibilities in order to drive up brand loyalty and become the preferred brand of choice for all Rwandans.”
In 2016 government launched a $140 million plant in Rusizi, western Rwanda, which was expected to increase the firm’s production capacity from 100,000 to 600,000 metric tons per year.
“We are telling Rwandans that it’s our commitment to strengthen Rwanda that matters,” John Jovith Maridadi the Marketing Manager told Taarifa in an exclusive interview.
He added that CIMERWA is committed to the environment; minimizing the impact on the future sustainability of planet earth by adhering to environmental best practices.
“It is the strength of our ability to foster growth and purposeful partnerships. Partnerships that will push us to incessantly seek to be a force for good with the world around us, continually impacting the lives of the people we serve in a tangible and meaningful way,” he added.