Lesotho Flour Mills rebrands

MOSA MAOENG

MASERU – To celebrate 45 years of success, Lesotho Flour Mills (LFM) launched its new brand identity last Friday. The new product packaging, reflecting this rebranding, will hit the shelves starting the second week of this new month.

This rebranding effort underscores the LFM’s unwavering commitment to quality, encapsulated in the slogan “Letlotlo la Basotho” — the nation’s treasure. The rebranding signifies not just a fresh look but a renewed dedication to the values that have sustained LFM for nearly half a century.

According to LFM Chief Executive Officer, Fourie Du Plessis, the journey to this transformation was fraught with challenges, as change often is.

However, he said such endeavours are always worthwhile. Du Plessis also highlighted the extensive behind-the-scenes efforts by the LFM team, in collaboration with the PR and Brand Network, to bring this vision to fruition.

“I also want to express pride in involving students in this revolutionary change. We hope Lesotho Flour Mills will continue to hold a special place in the hearts of Basotho for many years to come.

“Lesotho Flour Mills also partnered with Dona@Balos through their students, where in recent weeks the public got its first taste of the rebrand at a lively culinary cook-off event, where the students showcased their skills using LFM products,” he added.

LFM Chief Sales and Marketing Officer, Joshua Leballo, shared insights into the origins and evolution of the Letlotlo brand. “The Letlotlo brand started in 1979 but was not evolving until some brains had ideas to change it. Anything that lives needs to evolve,” he said. Leballo elaborated on the operational aspects, noting that LFM runs three mills and a packaging plant.

“At some point, we considered losing one due to challenges. The logo is not just a face makeover but symbolises our commitment as a company, something to be remembered forever, ensuring quality in every bite.

“We also have a new product called ‘LIHAHA,’ a special maize meal which, although not appetising, is healthy as it contains fibre.” The culinary cook-off event was a notable highlight of the rebranding initiative. LFM partnered with Dona@Balos, involving their students in the event, and acknowledged their contributions with gifts for their participation.

The students used LFM products to craft innovative and delectable dishes, elevating familiar ingredients like those used to make bread and porridge. One of the participating students, Maipato Loke, shared her personal connection to LFM.

“Growing up, my family sold wheat to Lesotho Flour Mills, and I fondly remember eating bread made from their product. While becoming a chef was not always my dream, I have always loved cooking.

“This cook-off allowed me to explore new culinary horizons with Easybake, and I am grateful for the opportunity to be part of this historic moment,” she said. The competition grouped students into teams of three, with prizes awarded across three categories: first, second, and third.

The prizes ranged from cooking utensils to measuring jugs for baking, ensuring that each participant left with a tangible reminder of their contribution to this significant milestone in LFM’s history.

Lesotho Flour Mills’ new brand identity is not merely a change in appearance but a celebration of its rich history and a step towards a brighter future, ensuring that it remains a treasured part of Basotho’s daily lives.