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MAPHUKA MAIZE MILLING

Maphuka will produce maize meal in Francistown of Northern Botswana in order to reduce the retail price of maize meal in this outlying area

Photo of magama magama
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Lead Applicant Organization Name

MAPHUKA MILLING (PTY) Ltd

Lead Applicant Organization Type

  • Farmer Co-op or Farmer Business Organization

If part of a multi-stakeholder entity (i.e. team), provide the names of other organizations and types of stakeholders collaborating with you.

Phandamatenga Farmers

How long have you / your team been working on this Vision?

  • Just beginning now

Lead Applicant: In what city or town are you located?

Francistown

Lead Applicant: In what country are you located?

Botswana

Your Selected Place: what’s the name of the Place you’re developing a Vision for?

It is located in eastern Botswana, about 400 kilometres (250 mi) north-northeast from the capital, Gaborone. Francistown is located at the c

What country is your selected Place located in?

Botswana

Describe your relationship to the place you’ve selected.

Francistown is the second largest city in Botswana, with a population of about 100,079 and 150,800 inhabitants. Market research indicates that there is an undoubted opportunity for a “niche” maize mill situated in and amongst the Francistown community (in this case North East, North Central up to Palapye and surrounding catchment areas within Greater Francistown). The added advantages of Maphuka which differentiates it from its peers include its location, its wide perception as being a locally based and its unique branding

Describe the People and Place: Provide information that would be helpful for an outsider who has never been there and may have no context about this Place to better understand the area.

White maize for human consumption remains remarkably consistent on a month by month basis throughout the year. Maize meal remains a staple part of the diet of 90% of the Botswana population. Market research indicates that there is an undoubted opportunity for a “niche” maize mill situated in and amongst the Francistown community (in this case North East, North Central up to Palapye and surrounding catchment areas within Greater Francistown). The added advantages of Maphuka which differentiates it from its peers include its location, its wide perception as being a locally based and its unique branding

What is the estimated population (current 2020) in your Place?

89979

Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.

The maize industry, as with all agriculture, is one that is at the mercy of Mother Nature. Establishing a milling operation in Francistown will require a relatively large capital investment. International imports from countries with surplus could drive prices down drastically if the government fails to step in and apply the appropriate import duties to protect the local producers.

Address the Challenges: Describe how your Vision will address the challenges described in the previous question.

Sufficient fertile land in Pandamatenge Farmrs is available to supply the maize needed to produce the annual maize meal quota

High Level Vision: With these challenges addressed, now provide a high level description of how the Place and the lives of its People will be different than they are now.

We will be able to gain a very loyal consumer base by offering better prices and maintaining a consistent inventory. Local knowledge and firm relationships with many of the surrounding commercial businesses will be instrumental in the market penetration and overall product acceptance. Having the capacity to deliver maize meal directly to retailers and businesses will allow Maphuka to create and sustain healthy relations with customers. This is an important aspect in ensuring repeat business

Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?

The business will deploy the very latest plant technology available so that its product (Super maize Meal) will compete in product specification (colour, texture, preparation) with the strongest growth brand (White Star, Super A1) in the proposed market of Greater Francistown

How did you hear about the Food System Vision Prize?

  • Facebook

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Photo of Itika Gupta
Team

Hi magama magama  welcome to the Food System Vision Prize Community!
It is lovely to see a Vision come together to reduce the price and improve access to maize meals in your region.
Since your Vision will be designed specifically for the Place and People you’ve selected, it will be very valuable to understand the needs, aspirations, motivations, and challenges of your Place and its People.
We've built a very comprehensive Food Vision Prize Toolkit with a lot of information, activities, and guidelines. The Toolkit will help you refine your Vision and make it systemic, human-centred and well informed.
We look forward to seeing your Vision continue to evolve.