It is indeed remarkable to witness Zimbabwean companies making strides in the manufacturing sector, particularly in the production of health-conscious food items. The notion that those who control the food supply also influence the populace extends to the products we manufacture. When a nation lacks control over its food production, it becomes vulnerable to external influences.
Such a great feat comes with its set of challenges, Glytime Foods’ founder and CEO Lesly Marange has demonstrated resilience since a young age, showing a determined spirit evident in his professional journey before transitioning into entrepreneurship. This resilient spirit can be traced back to his formative years, where he cultivated toughness while taking up responsibilities following his father’s passing during high school.
In 2018, Marange, then 29, faced multiple challenges as he navigated the complexities of launching a business while simultaneously preparing for the arrival of his first child. Despite the daunting prospect of balancing familial obligations with entrepreneurial pursuits, he also undertook an MBA program. Reflecting on this period, Marange acknowledges the seemingly audacious nature of his choices, attributing them to the compelling force of passion that often propels individuals toward unconventional endeavours.
Marange’s upbringing in a distinctive environment—a prison camp—shaped his early inclinations, particularly his interest in cooking. Despite societal norms frowning upon young boys engaging in culinary pursuits, his mother advocated for the pursuit of one’s passions. Marange persisted, even selecting food and nutrition as a school subject. His academic journey led him to study food science at Chinhoyi University of Technology, where he developed a keen interest in the success stories of renowned food enterprises like Kellogg’s and Nestlé.
While still a university student, Marange initiated a small business venture from his backyard, producing roasted maize that gained traction in prison, army, and police camps. This venture, rooted in his familiarity with prison life, differentiated itself by employing a unique approach—pre-boiling the maize before roasting, resulting in a softer texture that appealed to consumers.
Post-university, Marange heeded advice from a mentor at a sugar factory internship to gain corporate experience. Within three-and-a-half years, he ascended to the role of product development manager, where he honed his skills and developed profitable products. Armed with newfound confidence, Marange ventured into entrepreneurship and founded Glytime Foods in 2018.
Glytime’s inception marked the beginning of its journey into the health and wellness market, with its initial product being granola, introduced at the end of 2018. The company’s growth, however, was not without challenges. Inflation, production constraints, and delayed payments posed formidable obstacles, prompting Marange to explore unconventional financing options. Despite setbacks, strategic decisions and hard work allowed Glytime to not only overcome financial hurdles but also expand its production capacity significantly.
Navigating the impact of the Covid-19 pandemic, Glytime faced market challenges due to the short shelf life of its preservative-free granola. Swift adaptation and reformulation, incorporating natural preservatives, enabled the company to overcome this hurdle and resume growth. With increased demand, Glytime expanded its product range and production capacity, securing an investor for further expansion.
While Glytime has flourished in Zimbabwe, challenges persist, including inconsistent power supply and workforce-related issues. Marange acknowledges the need to address these challenges while expanding the company’s regional presence. Beyond traditional retail outlets, Glytime has diversified its distribution channels through independent sales agents, a strategy contributing to approximately 12% of the company’s total sales.
The company has not only leveraged its expanded capacity to penetrate neighbouring markets in Zambia and Botswana but also aims to capitalise on the African Continental Free Trade Area for broader regional expansion. Lesly Marange’s journey from a challenging upbringing to the helm of a thriving food enterprise shows resilience, strategic acumen, and a commitment to realising his entrepreneurial vision.
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Keep up the amazing work Lesly, Glytime is going all the way to the top.