mbulelo smpofu
Thupeyo Muleya, thupeyo.muleya@zimpapers.co.zw
SWAN Valley Group has launched its new range of cigarettes in Beitbridge, marking a significant step in promoting product awareness, value addition, and supporting community development initiatives such as arts and sports.
The locally owned company unveiled seven new stock-keeping units (SKUs) of finished cigarettes during a colourful event held at Dulivhadzimu Stadium on Sunday. The launch is part of the company’s efforts to drive Zimbabwe’s economic transformation agenda through value addition and local empowerment in line with Vision 2030.
The new cigarette flavours introduced include Swan Toasted, Swan Menthol, Swan Classic Capsule, Swan Red, Swan Blue, Reign Toasted and Reign Menthol.
Swan Valley Group has so far invested over US$15 million into the project, underlining its commitment to expanding its footprint in Zimbabwe while creating employment opportunities.
Speaking at the launch, Swan Valley Group managing director, Mr Mutemwa Ushewokunze said Beitbridge was chosen as the first stop in a series of community-based marketing initiatives aimed at boosting product awareness and supporting local activities.
“Beitbridge is a strategic location where we can reach the most traffic to carry the Swan story across the country. Swan Valley is a wholly Zimbabwean-owned tobacco value chain business,” he said.
Mr Ushewokunze said the company’s focus is on promoting the “Buy Zimbabwe” concept by offering a high-quality, locally produced product.
“We are committed to growing our market by running activations and roadshows nationwide. Through these activities, we will continue deploying funds to sponsor local sports, arts, and other community initiatives,” he said.
“To ensure quality, we have invested in a laboratory where we test our products. This guarantees consistency in production—from the tobacco leaf in the field to the final product enjoyed by consumers.”
Mr Ushewokunze said the products, which were officially launched in October, have been well received on the market.
“So far, we have employed 31 people nationwide, and we aim to increase this number to over 100 employees within the next three years. At the same time, we are focused on finding the right formula for meaningful social and community participation,” he said.
Mr Ushewokunze said their broader vision is to contribute to the country’s economic growth through value addition, job creation, and active engagement in local communities.
