Forestry Company to Assume New Name
Source: The Herald (Harare)
Date: 22 October 2007
Author: Anon
The Forestry Company of Zimbabwe has rebranded in an exercise that will see it changing its name to Allied Timber Holdings of Zimbabwe.
Environment and Tourism Minister Mr Francis Nhema officially unveiled the rebranding involving the name change, the adoption of a new logo and the relocation of the company's headquarters from Mutare to Harare, at a colourful ceremony in Harare on Thursday night.
Mr Nhema said the rebranding exercise would allow Allied Holdings to approach the market as a broad-based company with sustainable forestry management at the core of its values.
"It is the responsibility of my ministry to ensure that we sustainably manage flora and fauna.
"Put simply, we want to have the greatest good for the longest possible time for now and for future generations.
"I have directed the company to ensure that they meet world class standards in sustainable management. I am encouraged by the fact that this year, the company was voted by its peers as the best sustainably managed company," he said.
He said the rebranding should translate into a new way of doing business.
"It is my sincere hope that the customers will experience this in the coming months.
"I know that we have difficult challenges in our economy now. I want the company to redouble its efforts in ensuing continued profitability and growth," he added.
Minister Nhema hailed the company for performing to expectations and called on the board and management to take advantage of the opportunities arising from the 2010 World Cup and the coming into operation of the Comesa and Sadc free trade areas.
Speaking at the same occasion, Allied Timber Holdings chairman Mr Livingstone Gwata said the rebranding had been necessitated by the need to create different identities for the diverse businesses that fell under the company.
"We believe there is enough flesh to create a brand for our products, service and delivery.
"This will entail structural and behavioural changes. In these adjustments, kindly bear with us as we undergo the birth process.
"Your board believes that we can unlock potential by having separate distinct businesses that must seek to achieve success when compared to our competitors.
"We have grown into a big business which requires more hands to steer it to the ultimate destiny of being the first choice provider of sustainable timber-based solutions in Zimbabwe and beyond
"Rebranding thus offers an opportunity for us to repackage our resources and energise our management and staff. We are excited by this development," he said.
He chronicled the successes of the company since 2002 when his board came into office and paid tribute to Minister Nhema and his officials as well as management and staff for making this possible.
He also identified power outages and illegal settlements as major challenges that needed to be resolved as a matter of urgency.
Looking ahead, Mr Gwata said the company was committed to building upon the success achieved without losing sight of the need to ensure the sustainable management of forests.
Allied Timbers Holdings chief executive, Mr Joseph Kanyekanye said the rebranding would provide a clear distinction between the company and the Forestry Commission.
He said the new name would redefine the company's image, ambience and approach to business needs and reflect what it stood for
"We seek to create a recognisable name that reflects our strength and integrated activities.
"We wish to stand for a distinct consistent and first rate approach to products and service delivery in Zimbabwe and beyond," he said.
Wholly owned by the Government, Allied Timber Holdings has five operational companies. These include Allied Timbers Zimbabwe, Altim City Zimbabwe, Allied Timbers Interna-tional, Allied Timbers Botswana and Allied Timbers Saligna.
Government formed the then Forestry Company of Zimbabwe with a mandate to create a profitable company from the previous commercial sector of the Forestry Commission.
Its activities are split into plantations, harvesting, processing, marketing and selling of both pine and gum including indigenous timber.
The plantations are concentrated in the Eastern Highlands, Midlands and Matabeleland. These include Northern Timbers situated in the Nyanga area, Southern Timbers in Gwendingwe, Chimanimani Timbers in Chimanimani and Mtao Plantations in the Midlands.
Allied Timber Holdings has branches in all major towns and cities and currently exports timber products to USA, Botswana, Namibia and South Africa and plans to explore new markets in other countries.