Saturday, July 13, 2024
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Sebeta Agro Industry rebrands Mama Milk for enhanced market differentiation

Photo By Anteneh Aklilu

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Sebeta Agro Industry, a renowned player in the milk and milk products sector, has made the decision to rebrand its popular Mama Milk product. The company recognized the need to distinguish its offerings in the market and officially introduced the new design on January 13, 2024.

The primary motivation behind the rebranding was the similarity in packaging between Mama Milk and other products, causing confusion among customers. To address this issue, Sebeta Agro Industry revamped the packaging of its pasteurized milk, incorporating blue, white, and green colors along with the Ethiopian mandatory standards mark. The blue color represents the company’s brand, while green symbolizes the natural grass consumed by the cows, and white signifies the factory’s commitment to quality.

The packaging prominently features the brand name “Mama Milk” in red, accompanied by an Amharic translation at the bottom. Mulugeta Ymer, the CEO of Sebeta Agro Industry, emphasized the importance of ensuring that customers can easily identify Mama Milk, especially when compared to similar packaging of other products. The decision to change the packaging and logo was driven by the desire to maintain the trust and loyalty of Mama Milk’s customers.

Sebeta Agro Industry’s Mama Milk processing facility has a capacity of over 150,000 liters per day, with current production levels ranging from 80,000 to 90,000 liters. The company, with an initial capital of 200 million birr, has seen remarkable growth, and its total capital now exceeds 500 million birr. It holds a significant market share of 51% and has been a key player in the agricultural sector for the past three decades.

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