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[July 03, 2014]
'We Manufacture Herbal Bitters of the Finest Quality'
(AllAfrica Via Acquire Media NewsEdge) Country Director, Kasapreko Company Nigeria Limited, Mr. Jose Roque has stated that spurred on by a vision to produce quality drinks for all, the company has since its inception focused on developing products derived from Africa's rich heritage of herbs by using modern research and development methods to transform traditional recipes into desirable consumer brands.
Speaking at the formal launch of its warehousing business in Nigeria, Roque added that the Ghana-based firm also collaborates with the renowned Centre for Scientific Research into Plant Medicine - CSRPM (Mampong - Akwapim) an affiliate of the World Health Organisation in the development of the products and they supply the concentrate base for the production line. He promised consumers of nothing but the best quality products in the coming years as the company begins its expansion in Nigeria with distributors spread across the country.
"We are the producers of the internationally acclaimed and foremost brand of African herbal bitters, Alomo Bitters famous for boosting appetite, cleansing of the stomach of undesirable elements, performance enhancer and a lot of other benefits," Roque stated. It is believed that the bitters originates from herbs which contain body purifiers, anti-malaria components and ingredients for improving the virility of men which to a large extent, is enticing to some individuals.
He stated that the company was founded in 1989 in Nungua, a suburb of Accra in response to the growing demand for good-quality alcoholic and herbal drinks that were still within the means of the average Ghanaian. The country director stated that the Nigerian market for Alomo Bitters alone is over 50 percent of the entire Kasapreko business in West Africa as the brand has become generic name for bitters beverage. "If you look at Africa, anyone who does not see the Nigerian market is really blind. You can't miss Nigeria; it is a powerhouse in Africa. From the GDP rebasing and population, Nigeria is the largest economy in Africa and every investor will be interested in doing business here," he said.
On competition, Roque said: "The growing competition means we don't need to be complacent. We have to continue to be vigilant and innovate. You can't continue to ride on your success. If competition keeps copying the leader and you don't do anything, before you realise it, your market has been eroded. We have to step up on our marketing fundamentals, the more players in the marketplace will make you to step up and make sure you are ahead of competition." Speaking at the event in Lagos, Director General of the National Agency for Food and Drug Administration and Control (NAFDAC), Dr. Paul Orhii vouched for the company.
Orhii stated that his staff had visited the company's factory in Accra and therefore, affirmed that NAFDAC registered the products as beverage because they were produced under the finest conditions. However, he disclaimed the claims of being curative for a number of ailments because NAFDAC could not authenticate those claims. He quickly added that as a beverage, Alomo Bitters is a quality drink for refreshment which the Agency could guarantee. Orhii stated that the Agency was being stringent on the type of products allowed into the country because of the desire to allow those doing legitimate businesses thrive.
While congratulating the distributors, he welcomed Kasapreko to Nigeria and assured them of his continued support provided they continue along the path of proving Nigerians with quality beverages. Also speaking, the Kasapreko Sales and Marketing Manager pointed out that quality is of utmost importance to the company and thus will never compromise on the quality of their products.
He said the leading indigenous alcoholic and non- alcoholic beverage producers in Ghana, has established an office in Nigeria to uphold its mission of providing first class but affordable products using authentic traditional blends and world class technology in an environmentally responsible manner to satisfy its consumers. He said Kasapreko's vision differed from that of other alcoholic drink manufacturers in the country, in that it identified the increasing sophistication of the consumer. "High expectations in terms of taste, quality, safety and packaging meant that the Ghanaian consumer was spending more on foreign imports that met their aspiration. This was the mass niche that Kasapreko Company set out to serve," he added.
Also speaking, the pharmacologist from the company in Accra said Alomo Bitters is not a roadside beverage as it came from detailed research and the products are consistently monitored. "Kasapreko Company was the first of the local manufacturers to establish a modern quality control and product development laboratory and the first to introduce their own proprietary bespoke bottles and caps. Kasapreko was also responsible for the conceptualisation, research, design and development of the first scientifically formulated, herbal-based alcoholic beverage in Ghana - Alomo Bitters which quickly became the company's flagship product," he added. In his speech at the occasion, Chairman, Kasapreko Company Nigeria Limited, Mr. Sam Akintola stated that the firm started from the residential building of the promoter in Ghana 25 years ago.
Akintola said it has grown into a $30 million worth of manufacturing plant in Ghana today and the decision to bring the firm to Nigeria was the most prudent. He said the company is spreading across the world with its quality products and with firm roots in Africa. He added that Alomo Bitters, the flagship product of the indigenous Kasapreko Company, is among the top five emerging brands in the world.
Kasapreko Company placed sixth in this year's Ghana Club 100 rankings and was awarded the most Innovative Company and the Manufacturing Company of the year in 2012 by Ghana Investment Promotion Council (GIPC). It has 14 brands to its credit with Alomo bitters being its flagship.
Copyright This Day. Distributed by AllAfrica Global Media (allAfrica.com).
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