Home Agriculture Rebranded AMA To Enhance Marketing Of Agric Products

Rebranded AMA To Enhance Marketing Of Agric Products


The Agricultural Marketing Authority (AMA) has rebranded, a move that will see the organisation enhancing its primary mandate of regulating production, processing and marketing of various agricultural products in Zimbabwe.

Speaking to Great Dyke News24, AMA Communications Officer Munyaradzi Mlambo said they are also targeting creation of market linkages and structured markets to improve marketing of produce in Zimbabwe.

β€œWe embarked on a rebranding exercise so that we contribute effectively to the ongoing transformation of agriculture in Zimbabwe in support of the attainment of Vision 2030.

β€œThe rebranded AMA is now an effective regulator of the production and marketing of all agricultural products in Zimbabwe, a mobiliser of resources so that agriculture development takes place, and a promoter of collaborations across various value chains in order to improve agriculture production, productivity and profitability,” he said.

He added that the rebranding will turn AMA into a robust, innovative and effective regulator for the agricultural sector.

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β€œSo going forward, the rebranded AMA will continue to explore ways to respond to new challenges in order to remain a central player in the development of the agriculture sector .

We envisage to do this through implementing solutions that speak to sustainable development of agriculture in Zimbabwe,” he said.

The rebranding and restructuring process began in 2020 with the announcement of a new board of Directors led by Allan Majuru.

This was followed by the appointment of a new substantive Chief Executive Officer Clever Isaya in July 2020. He was given the task to lead the transformation of AMA into a robust innovative and effective partner for development in the agricultural sector.


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