March 22, 2022

Translait launches revamped dairy product brand in Mali

Animal Production Related

Mali

In Mali, annual milk consumption stagnates at around 15 liters per capita. This is quite below the estimated norm of 62 liters per capita per year.

Access to nutritious and quality food for low-income consumers remains a key impact indicator for the 2SCALE program. In the Translait partnership in Mali, 15,000 low-income consumers were targeted at the start of activities to make fresh pasteurized milk and other healthy dairy products of high nutritional value available to this segment of the population. To achieve this, Translait and 2SCALE carried out a number of activities that improved the production, processing, and last-mile distribution practices of local milk. These activities focused on capacity building of the local milk supply network, market research, improvement and adoption of a visual identity (the very new Translait logo that also embodies the brand), training on new product development, and processing and sales techniques.

Almost 3 years after the start of the partnership activities, Translait officially launched its revamped brand on March 12, 2022 in Bamako. With the objective being to facilitate distribution of local milk and make it accessible to all, the union chose to organize this launching ceremony in a public square. Making Translait milk a reference brand for quality local milk, as well as the by-products that are derived from it, was the objective of this ceremony.

The event, which was chaired by Mr Youba Bah, the Minister of Livestock and Fisheries, was attended by all the actors in the milk value chain, members of the Translait union, as well as local authorities and locals. According to the Minister, the promotion and development of local milk is on the agenda of the Malian authorities. He reaffirmed the availability of the state to accompany all initiatives of "consuming Malian."

This day dedicated to the launch of Translait branded dairy products is an invitation to operators and partners in the various links of the value chain to give more success to the milk sector in Mali. I would like to reaffirm the availability of my department to support and accompany you in all your initiatives in order to produce, transform and provide quality products for national consumers.

The partnership has enabled the doubling of the sales of to Translait resellers. In 2019, their sales volume was around 3,000 liters of milk on average per day. Today, the union sells more than 6,000 liters per day. Moreover, the ambition of this partnership is to ensure by 2023, the supply of the urban and peri-urban market of Bamako with quality dairy products totalling 10,000 liters per day. The achievement of this increase will undoubtedly allow an increase in the producers' income and a strong profitability for the Translait members.

2SCALE continues its support through the implementation of a marketing strategy adapted to the commercialization of Translait products. The program has recently supported the introduction of a last-mile distribution pilot of milk through the preparation of 15 cart units.

In keeping with the momentum of the brand launch, activities continued throughout the week, during which Translait members organized visits to community health centers, schools, and public square displays.

2SCALE, in its approach, demonstrated that the concept of inclusive enterprise - allowing producers and other stakeholders to work together for mutual benefit - is not just a theoretical ideal, but a practical and sustainable development approach. More than 892 small-scale producers, 18 local SMEs and 200 milk processors and retailers are involved in the activities of this partnership.

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