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Remember the Mob
Lesotho Flour Mills recently launched its new logo and packaging, which has its roots in the rich heritage of its iconic ‘Letlotlo’ brand.
The launch was to celebrate the company’s 45 years of success in Lesotho.
The rebranding underscores Lesotho Flour Mills’ unwavering commitment to quality, as reflected in its slogan, “Letlotlo la Basotho – A National Treasure”.
While the packaging has been modernised, the product still maintains the highest nutritional quality, reflecting the company’s commitment to providing the best quality products to the Basotho people.
The new product packaging will begin to hit shelves in the second week of August.
A grand unveiling ceremony was held at Dona@Balos, showcasing the new look to the public.
Fourie Du Plessis, CEO of Lesotho Flour Mills, acknowledged that the transition had not been easy, but was quick to point out that “change is rarely easy”.
“But, it is always worth it. Lesotho Flour Mills has thrived with the unwavering support of Basotho and this rebranding is our way of saying thank you,” Mr Du Plessis said.
Mr Du Plessis said some members of the public had their first taste of the new brand in recent weeks at a lively cooking competition where students from Dona@Balos demonstrated their skills using Lesotho Flour Mills products.
Mr Du Plessis thanked the Lesotho Flour Mills team for their hard work behind the scenes along with the PR and Brands Network.
He also expressed pride in having students “participate in this revolutionary change.”
He expressed the hope that Lesotho Flour Mills “will continue to hold a special place in the hearts of the Basotho people for many years to come”.
Meanwhile, Maipato Loke, a culinary student at Dona@Balos, recounted how Lesotho Flour Mills products played a key role in her family when she was growing up.
“Cherished staples from our childhood memories are used to create much-loved dishes such as bread and porridge. Students put a twist on these familiar ingredients to create new and delicious dishes during the cook-off,” Ms Loke said.
“Growing up, my family sold wheat to Lesotho Flour Mills and I miss eating bread made from their product. While becoming a chef wasn’t always my dream, I have always loved cooking.
“This cooking competition has given me the opportunity to explore new culinary horizons with EasyBake, and I’m grateful for the chance to be a part of this historic moment.”
Chef Donald, CEO of Dona@Balos, said: “When Lesotho Flour Mills proposed working together to revive the brand, I literally burst into tears before they even finished talking because I had been praying for this for years and God’s timing was perfect.”
“I am very happy because this program has helped my students a lot, inspired them and given them hope in life because in Lesotho, culinary arts are not yet popular. Culinary arts are not important either, but food is the most important,” said Chef Donald.
Chef Donald added that Dona@Balos should be one of the best cooking schools in Lesotho because “everyone trusts the chefs to promote their products”.
“You need to trust chefs to use your products, especially when it comes to food, because when people see celebrity chefs using your products, they’re going to be keen to use them,” he said.
Therefore, they are working tirelessly with Lesotho Flour Mills to ensure that Letlotlo products gain further popularity, saying that “the best is yet to come”.
Joshua Leballo, chief sales and marketing officer at Lesotho Flour Mills, said the brand was once just an idea but “we are here today to unveil the great work that has been done”.
Mr. Leballo said there is nothing more powerful than an idea whose time has come, saying, “…treat the business as a living organism and give it a personality. Anything that breathes, will continue to evolve.”
“If you don’t evolve, you’re done. We’re going to bury you!” Mr. LeBarreau said.
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