Hopolang Mokhopi 

THE Lesotho Flour Mills recently unveiled their new logo and packaging, rooted in the rich heritage of their signature ‘Letlotlo’ brand. 

The launch was done in celebration of the 45 years of the company’s remarkable success in Lesotho. 

The rebranding effort highlights Lesotho Flour Mills’ steadfast commitment to quality, captured in the slogan “Letlotlo la Basotho – the nation’s treasure”. 

While the packaging has received a modern makeover, the products remain of the highest nutritional quality, demonstrating the company’s dedication to delivering the very best to Basotho. 

The new product packaging will be on the shelves from the second week of August. 

The grand reveal was at held Dona@Balos, introducing a refreshed look to the public. 

Lesotho Flour Mills, Chief Executive Officer, Fourie?Du Plessis, admitted that this transformation was not easy, but quickly noted that “change rarely is”. 

“However, it is always worthwhile. Lesotho Flour Mills has thrived, thanks to Basotho’s steadfast support, and this rebrand is our way of saying thank you,” Mr Du Plessis said. 

Mr Du Plessis said in recent weeks, some members of the public got the first taste of the rebrand, at a lively culinary cook-off event, where students from?Dona@Balos?showcased their skills using Lesotho Flour Mills products. 

Mr Du Plessis acknowledged the hard work done behind the scenes by the Lesotho Flour Mills team in conjunction with The PR and Brand Network. 

He also expressed pride in involving students “in this revolutionary change”. 

He expressed hope that the Lesotho Flour Mills would “continue to hold a special place in the hearts of Basotho for many years to come”. 

Meanwhile, one of the culinary students at Dona@Balos, Maipato Loke, recounted how growing up, Lesotho Flour Mills products played a pivotal role in her family. 

“Cherished staple products from our childhood memories, were used to create beloved dishes like bread and porridge. Students elevated these familiar ingredients during the culinary cook-off event, to craft innovative and delectable dishes,” Ms Loke said. 

“Growing up, my family sold wheat to Lesotho Flour Mills, and I fondly remember eating bread made from their produce. While becoming a chef was not always my dream, I have always loved cooking. 

“This cook-off allowed me to explore new culinary horizons with EasyBake, and I am grateful for the opportunity to be part of this historic moment.” 

For his part, Dona@Balos Chief Executive Officer, Chef Donald, said when the Lesotho Flour Mills proposed working together on the brand revival, even before they finished talking, I was literally in tears because I had been praying for this for years and God’s timing is the best”. 

“I am happy because this initiative helped my students a lot, motivating and giving them hope in life because in Lesotho, culinary art is not yet popular. Neither is it important, yet food is most important thing,” Chef Donald said. 

Chef Donald added that Dona@Balos was supposed to be one of the best culinary schools in Lesotho because “everybody trusts chefs to advertise their products”. 

“You need to trust the Chef with your products, especially when you are dealing with food because, when people see a celebrity chef working with your products, they will be keen to use them,” he said. 

Thus, they would work tirelessly with the Lesotho Flour Mills to ensure that Letlotlo products garnered more popularity saying “the best is yet to come”. 

Chief Sales and Marketing Officer at Lesotho Flour Mills, Joshua Leballo, said this brand was once an idea but “today we are here to unveil the beautiful work that has been done”. 

Mr Leballo said there was nothing as powerful as an idea whose time had come saying, “…treat a business like a living thing, give it the character. Anything that breathes, does so to evolve. 

“If you don’t evolve, you’re done. We bury you!” Mr Leballo said.?