The Sunday Mail
Online Reporter
THE rebranding of the country’s sole tobacco seed producer, Tobacco Research Board (TRB), in line with its newly expanded mandate, is now complete.
Preparations are now at an advanced stage for the official unveiling of the new name and logo this month.
The statutory agricultural research institute is moving away from its traditional focus on tobacco, to become a high-tech research hub for all crops.
The rebranding is expected to align TRB with the evolving operating environment, at a time the tobacco industry is facing a myriad of challenges, including increasing global pressure to reduce tobacco consumption.
TRB becomes the sixth enterprise under the Ministry of Lands, Agriculture, Fisheries, Water and Rural Development to rebrand after the Tobacco Industry and Marketing Board (TIMB), the Agricultural Finance Corporation (AFC), the Agricultural and Rural Development Authority (ARDA), the Grain Marketing Board (GMB) and the Agricultural Marketing Authority (AMA), since the ushering in of the Second Republic.
Following a familiarisation tour at TRB on Friday, Lands, Agriculture, Fisheries, Water and Rural Development Permanent Secretary, Dr John Basera, said: “We are informed that they have made some tremendous progress. Almost over 90 percent of the process is now complete, which is incredible.
“The rebranding is coming through because of the institute’s new expanded mandate. Their mandate is to upscale research initiatives and activities around tobacco, and also going beyond the production value chain, post-harvest and value addition issues.
“Their mandate is now bigger than before, so the rebranding was indeed a need after venturing into research of other crops other than their traditional focus on tobacco.”
TRB chief executive officer, Dr Frank Magama, said: “All is set, only the final touches are left. We are just waiting to hear from our superiors on the actual date for the event, but definitely it is month-end, either the 23rd or the 30th.
“It has been a long journey. Many had their contribution before me. When I took over, there was still a lot that needed to be done.
“But now we look back and celebrate, because we know we are on the right track with a great future ahead of us.”
The current brand perception of TRB, he said, has become inconsistent with the expanded mandate of the parastatal, which is now a world-class research institute.
“Rebranding will engender a new business strategy that is sustainable and promotes continuity,” added Dr Magama.
“TRB’s diversification has transformed the entity into a one-stop shop for climate-smart tobacco and horticulture seeds and seedlings, as well as other agricultural products and services.”
“Rebranding should make the TRB brand more apparent to the outside world, increasing its customer base, as well as growing the number of partners and outlets for TRB products and services.”
TRB is currently researching and pioneering the use of Fourth Industrial Revolution technologies in agricultural production; conducting biopharming research; researching on methods and techniques for climate-proofing crops; and mainstreaming environmentally friendly and sustainable crop production methods.
The parastatal is also conducting research on the development of cannabis and industrial hemp varieties which are suitable for Zimbabwe’s climatic conditions, and that meet market requirements.
TRB was established in 1950, in terms of the Tobacco Research Act (Chapter 18:21), with an exclusive mandate to direct, control and carry out tobacco research.
