Malawi High Commissioner to the United Kingdom (UK) Kena Mphonda witnessed the announcement of the new partnership that will bring Malawi’s own kilombero rice to London and the entire UK market.
Kilombero rice will now be available to a wider retail market after Scotland-based Just Trading Scotland (JTS) unveiled a partnership with Reading-based fine food distributor Cotswold Fayre.
The partnership announcement was made at the London fine food trade show hosted by Cotswold Fayre, where hundreds of food buyers got to see the new Kilombero rice brand for the first time, with many new retailers showing their support by placing orders for Malawi’s smallholder grown premium rice brand.
Mphonda said they appreciate JTS efforts to promote Malawi products that empower the rural communities.
“The quality of branding of this world rare and tasty rice and launching it to the prime London markets through Cotswold Fayre at this particular time when Malawi is looking to diversify and increase its exports complements our overall development agenda,” he said.
An official from JTS, Malcolm Shannon, said: “Bringing kilombero rice to London was the next step for JTS to introduce Malawi’s wonderful kilombero rice to more customers in the UK.
“We are very pleased that our work, based on fair trade and partnership principles, with our friends in Malawi has led to such a good product and we are confident the future is looking much brighter for Malawian smallholder farmers when British customers discover how great Malawian produce can be,” Shannon said.
JTS, working with world renowned design firm Graven Images will rebrand and re-launch Kilombero rice in new superior quality packages to improve its market appeal in the UK.